A PROJECT REPORT ON PROFILE STUDY ON DNA/HT’S EXCLUSIVE READERS. AT Bennett, Coleman & Co Ltd. The Times of India BY SAAD BHATI ROLL NO-P11014 PGDBM 3RD SEMISTER FOR POST GRADUATION DIPLOMA IN BUSINESS MANAGEMENT- MARKETING BATCH 2011-2013 CENTRE FOR MANAGEMENT – PGBDM BANDRA, MUMBAI – 400050 DECLARATION I Saad Bhati student of PGDBM – Marketing (Semester II) at Centre for Management hereby declare that this Project entitled “PROFILE STUDY ON DNA/HT’S EXCLUSIVE READERS”. has been carried out by me under the guidance of Mr. .Roque rodrigues and Ms krupal Valia as per the norms prescribed by the University .
And that I have not engaged in plagiarism of any kind from published / non published works. I further declare that the information presented in this project is true and original to the best of my knowledge. DATE: PLACE: Mumbai ( SAAD BHATI ) ACKNOWLEDGEMENT With deep satisfaction and immense pleasure I am presenting this report on “PROFILE STUDY ON DNA/HT’S EXCLUSIVE READERS”. This survey process could not have been successful without the motivation provided by the employees at Times of India, Mumbai CST office. It is my proud privilege to have got an pportunity to work with an esteemed organization like Times of India. The encouraging work environment and culture has enabled my learning. They were always ready to provide constant support and give their intellectual inputs to guide me through this enriching endeavor. I would like to thank them for the keen interest they have taken in clarifying all the concepts and the underlying fundamentals. At the onset I would like to express deep heartfelt gratitude to Mr. Vikesh Walia (Vice President TOI) for giving me an opportunity to work on this project in Times of India.
I would like to thank Mr. Sunil Gore (Associate Vice President TOI) for providing me with suggestions and help when required. I devote my special and sincere thanks to Mr Roque Rodrigues & Ms Krupal Valia for providing me the guidance and valuable advice, without whose constant support and feedback this project would have been a mere idea without a form or content. I would like to express my heartfelt gratitude to the TOI staff, Mumbai CST office who helped me by giving the moral support to accomplish the project successfully. I extend my sincere thanks to Prof.
Neelam Mathur (Mentor), all the faculty members whose guidelines helped me in the completion of this report. Last but not least I would like to thank all those who were involved directly or indirectly in the completion of the project. Working at Times of India has been the most pleasurable experience and has also been a great learning experience. Thank You CERTIFICATE TABLE OF CONTENTS Sr. No. | TOPIC| Page No. | | Acknowledgement| | | Contents| | | Executive Summary| | | Introduction| | | Industry Profile| | | Company Profile| | | History| | | Objective Of The Project| | | Research Methodology| | Analysis & Interpretation| | | Findings| | | Conclusion| | | Recommendations| | | Annexure| | | Bibliography| | EXECUTIVE SUMMARY The project deals with the profiles of readers of Hindustan times and DNA . To understand the psyche of DNA and HT’s exclusive readers. The project focuses on the class of HT / DNA’s reader’s & their reading habits. The project also helps us to understand why they are subscribing to HT/DNA. It also helps us know the reason for which the subscribers are switching over to other newspapers like and what plan of action should be undertaken to compete in the newspaper industry.
The research design implemented in this project is – (a) Research Approach – Exploratory Research. (b) Sampling Method – Non-Probability Sampling. (c) Sample Size – 200 responses of English newspaper readers in Mumbai, of which 100 are DNA readers & 100 are HT readers. (d) Research Methodology – Interview person on one to one basis using structured questionnaire. INTRODUCTION Every person normally starts his day by reading the Newspaper in the morning. In these modern days; instead of having many other options like 24×7 News Channels, Online news, Mobile updates etc.
The importance of the newspaper is not yet changed in the life of people. Newspaper always treated as most reliable, analytical, trusted news source but definitely the content of the newspaper has been changed over the period of time. Generally newspaper reading habit in the house starts with the traditional family newspaper. The perception of the reader about newspaper start from writing style, editorial, layout, feel of the newspaper & convenience of reading etc. It does make people to resistant to change their newspaper brand from one to another unlike FMCG product or to replace it with the electronic news.
Its take years to cultivate a newspaper brand in to the family. Most of the time the family newspaper or 1st choice newspaper of the family is the regional newspaper Marathi, Hindi, Gujarati etc. Secondly is the English newspaper. The 1st and the 2nd choice of newspaper normally reflect into their socio economic status. English is an international language. Everybody not only in India but also throughout the world wants to cope with English language. Mumbai, being a metropolitan city & the financial capital of India.
Analyst says that, majority people read English in Mumbai but only a few of that majority buy English newsprint of any kind. This study put lights of many of the facts & figures. Today morning’s newspaper publishing is a competitive and became a very complex market. The morning newspapers compete with each other and with other media such as TV, radio, the internet and other on-line services. In order to be competitive in the media landscape of today, morning newspapers need to improve the production and the distribution of newspapers as well as other processes within the newspaper companies.
This study has been undertaken to understand the newspaper industry majorly concentrating on Mumbai region analyzing the Three major market players; The Times of India, Hindustan Times & DNA INDUSTRY PROFILE There are varieties of News papers available in Mumbai in all languages like English and Local Languages like Hindi, Marathi, Urdu, Malayalam, Tamil, Gujarati for Daily Samachar and news Updates which are available at lots of News paper stalls and Railway Book store around Mumbai Costing at around 2 to 3 rupees each depend on their cost.
You can read all type of news like Political news, Local news, Financial and Economical updates like Rate of Gold, Silver and International Currency rates etc. List of English Newspapers: The Times of India, Economic Times, Financial Express, Indian Express, Mumbai Mirror, Mid-day, DNA, Business-Standards, Hindustan Times and Free Press Journal. List of Hindi Newspapers (Urdu newspapers): Hindi Midday, Tehalka news, Navbharat Times, Humara Mahanagar, Aaj Ka Anand, YashoBhoomi, Dopahar, Saamna, Hindmata, Mumbai Sandhya. List of Gujarati Newspapers: Gujarat Samachar, Mumbai Samachar, Divya Bhasker, Sandesh, Guajarati Midday, JanmaBhoomi.
List of Marathi Newspapers: Loksatta, Maharashtra Times, Navshakti, Navakal, Vartahar, Saamna (saamana), Sakal, Sandesh, Lokmat, Divyabhaskar, Mumbai Mitra, Navabharat times, Sandhyanand, Punya Nagri, Samrat, Ratnagiri news, Mumbai Chaufer. Other Languages Newspapers: Kanada Times, Karnataka Malla, Udaya, Vani. Market Share of Mumbai English Dailies Analyst says that 3. 5million people read English in Mumbai but only 1. 2 million buy English newsprint of any kind. Mumbai had only six English dailies till 2005. “TIMES OF INDIA” is an unbeaten king of Mumbai English newspaper market COMPANY PROFILE * |
The Times of India (TOI) is an English-language broadsheet newspaper that is widely read throughout India. It has the largest circulation among all English-language newspapers in the world, across all formats (broadsheet, tabloid, compact, Berliner and online). It is owned and managed by Bennett, Coleman & Co. Ltd. which is owned by the Sahu Jain family. In the year 2008, the newspaper reported that (with a circulation of over 3. 14 million) it was Certified by the Audit Bureau of Circulations as the world’s largest selling English-language Daily newspaper, placing as the 8th largest selling newspaper in any language in the world.
According to the Indian Readership Survey (IRS) 2010, the Times of India is the most widely read English newspaper in India with a readership of 70. 35 lakhs (7. 035 million). This ranks the Times of India as the top English newspaper in India by readership. According to ComScore, TOI Online is the world’s most-visited newspaper website with 159 million page views in May 2009. HISTORY OF “TIMES OF INDIA” The Times of India came into being on November 3, 1838 and was known as “The Bombay Times and Journal of Commerce”. Initially the paper served only the British residents of western India.
Published twice a week on every Saturday and Wednesday, The Bombay Times and Journal of Commerce contained news from Europe, America and the sub- continent and was circulated between India and Europe via regular steamships. 1838: The Bombay Times and Journal of Commerce is launched by a British syndicate. 1855: Telegraph service starts in India and the paper signs an agreement with Reuters for “raising news coverage and lowering subscription rates. ” 1861: Paper is renamed The Times of India after it acquires two smaller rival papers. 1902: Paper moves into its current offices opposite Victoria Terminus. 915: Price for the paper is cut from four annas to one anna as new rotary machines increase supply. 1946: Paper becomes Indian-owned and the editorial policy becomes openly nationalist. 1949: Matrimonial ads, known as “Catches and Hatches,” are introduced. 1950: Paper’s crest is changed from the lion and unicorn symbol of imperial Britain to two elephants, and anew credo – Let Truth Prevail – is adopted. 1991: The Times of India is chosen as one of the world’s six greatest newspapers by the BBC. 1996: Timesofindia. com launched. 1997: Mumbai edition carries its first color photograph. 003: Delhi edition becomes the first paper in India to go all-color. The daily circulation of Times of India is more than 2 million Shades of Times of India TOI in Electronic Media A 24 hour English news channel, TIMES NOW has been started couple of years back by a joint venture between Reuters and the Times Group. The company also owns a lifestyle TV channel – Zoom and a radio channel – Radio Mirchi. One of India’s leading radio channel – Radio Mirchi is available in Delhi, Mumbai and other important cities of India. Times Group in Merchandise
Planet M:Times Retail with Planet M outlets offer merchandise from music to designer watches, books and cafes. Times Group Events The Times group organizes a number of fairs and exhibitions time-to-time all over the country. Times Utsav Consumer fairs, Times Ascent Job Fairs and Education Events are the fair and exhibitions organized by the Times group. The Times Group sponsors Miss World and Miss Universe events and played host to a galaxy of stars at the Film fare Awards. The group also organizes The Economic Times Awards for Corporate Excellence or the Brand Equity Quiz. Times Group in Social Services
The philanthropic arm of the Times group, the Times Foundation, offers Non-Government Organizations , institutions ; others organizations all over India, a good platform to converge and address the country’s developmental needs. TOI on Internet Times Group offers Internet services worldwide that covers everything from art to airlines, knowledge events to telecom and integrated marketing,. The site is visited by millions of users from India and other countries of the world. Websites of Times group are : http://www. timesofindia. com (The Times of India) http://www. economictimes. com (Economic Times) ttp://www. indiatimes. com (India times) http://www. epaper. timesofindia. com (TOI e Paper) http://www. syndication. indiatimes. com (Times Syndication Service) http://www. educationtimes. com (Education Times – A comprehensive education portal) http://www. timesascent. in (Times Ascent – A HR community portal) http://www. timesjobs. com (Times Jobs. com – A job portal) http://www. simplymarry. com (Simply Marry. com – A matrimonial portal) http://www. magicbricks. com (Margi Bricks – A real estate portal) http://www. radiomirchi. com (Radio Mirchi) Products under Times of India Umbrella TOI Sister Publications Economic Times – A Financial daily * Nav bharat Times – Hindi Daily Newspaper * Maharashtra Times – Marathi Daily Newspaper * Mumbai Mirror – Morning newspaper from Mumbai * Femina – Women’s magazine published in association with BBC * Filmfare – English Film Magazine published in association with BBC TOI Supplements The Times of India comes with several city-specific supplements, such as Delhi Times, Bombay Times, Lucknow Times, Bangalore Times etc. These city supplements carry entertainment news, gossips, page3 party news, photographs and other lifestyle related happenings in metros and big cities.
Other major supplements of TOI include: Times Wellness : Carries health related news and also provides solution of your grievances by experts. Education Times : Education Times is weekly supplement focused towards students and acts as a counselor and advisor for student community. Times Ascent : A weekly supplement Times Ascent seeks to introduce more understanding of Human Resources and corporate life related stories. Also carries the advertisements of various kinds of jobs in India and abroad. Zig wheels: Zig wheels is a supplement related to auto-mobiles and latest development in the industry.
Times Property: The weekly supplement has real estate and property news. Times Life : Times life comes once in a week carrying news about life of personalities and famous people. Times Classifieds: Carries advertisements regarding jobs, buy and sell of items etc. Times Matrimonial: Feature marriage advertisement of boys and girls looking for match. Rouge: A weekly supplement Times en Vogue : A weekly supplement Products of Times of India CURRENT SENARIO The Times of India is published by the media group Bennett, Coleman ; Co. Ltd.
This company, along with its other group companies, known as The Times Group, also publishes The Economic Times, Mumbai Mirror, Pune Mirror, the Navbharat Times (a Hindi-language daily broadsheet), the Maharashtra Times (a Marathi-language daily broadsheet). The Times is self-declared as a liberal newspaper, and is sometimes described as irreverent. The present management of The Times Group has been instrumental in changing the outlook of Indian journalism. In India, as is elsewhere in the world, the Editor of a newspaper has traditionally been considered as the most notable position in a newspaper set up.
The Times of India, however, changed this in the early 1990s, in keeping with the management policy of treating the newspaper as just another brand in the market. The main newspaper and its many sub-editions are now run by editors who are appointed within the ranks and the company gives equal chance to everyone to occupy the editor’s seat. The Times Group also places equal focus and importance to every department and function – which has made it a professional entity and ensured its place as the most profitable newspaper in the country. In late 2006, Times Group acquired Vijayanand Printers Limited (VPL).
VPL used to publish two Kannada newspapers Vijay Karnataka and Usha Kiran and an English daily Vijay Times. Vijay Karnataka was the leader in the Kannada newspaper segment then. In January 2007, the Kannada edition was launched in Bangalore and in April 2008 the Chennai edition was launched. Their main rivals in India are The Hindu and Hindustan Times, which hold second and third position by circulation. There was a serious backlash against the paper’s irresponsible coverage following the verdict of Ayodhya disputed land case. This also provoked serious criticism about the paper’s poor news standards in Twitter.
The Times Group| | | Corporate directors| Indu Jain · Samir Jain · Vineet Jain · Sahu Jain · Sahu Ramesh Chandra Jain · Sahu Shanti Prasad Jain| | | Brand Newspapers, magazines and websites| The Times of India · The Economic Times · Maharashtra Times · Navbharat Times · Mumbai Mirror · Pune Mirror · Kolkata Mirror · Bangalore Mirror · The Times of India – Kannada · Times Private Treaties · ET Chandigarh Zig Wheels| | | Times Global Broadcasting| Times Now · ET Now · Zoom · Lead India | | | Times Internet| Indiatimes portal · TimesofMoney| | | Times Infotainment &
Entertainment Network India| Radio Mirchi · Absolute Radio · 360 Degrees · Times Outoors · Mirchi Movies Limited| | | Times Business Solutions| TBSL · Times Jobs · SimplyMarry · MagicBricks · Yolist · Ads2Book · PeerPower| | | World Wide Media| Filmfare · Filmfare Awards · Femina · Femina Miss India · Top Gear India · Hello · BBC Good Homes · Femina Hindi · Grazia · What to Wear| | | TIML Radio| TIML Radio Limited| HISTORY OF “DNA” Daily News and Analysis (DNA) is an Indian broadsheet published in the English language from Mumbai, Ahmedabad, Pune, Jaipur,Bangalore and Indore in India.
The broadsheet was launched in July 2005 and targeted a young readership. DNA is owned and managed by Diligent Media Corporation, a joint venture between D B Corp Ltd. (Dainik Bhaskar) and Essel Group. A high-profile advertising campaign with the tagline, “Speak up, it’s in your DNA”, preceded the birth of Daily News and Analysis in 2005. The situational context into which the publication was introduced was described by the Indian media as tumultuous, with price cuts and competitive activity occurring.
In an announcement on the front page of DNA on February 1, 2010, Aditya Sinha, editor-in-chief, announced that DNA would drop it’s “edit page” a benchmark occasion in the newspaper’s history. DNA’s decision was considered to be a bold action and attracted much criticism in the journalism field. DNA subsequently began providing, where appropriate, expert opinion and comments in different pages of the newspaper. In October 2011, as per the MRUC’s (Media Research Users Council)Indian Readership Survey (IRS) Round II determined DNA’s total readership to be 12. 2 lakh in Mumbai and an average issue readership (AIR), across its six editions, of 8. 24 lakh. IRS also ranked DNA as no. 6th among the Top Ten English Dailies in India. DNA is the second most read English broadsheet in the city of Mumbai. The country’s youngest English newspaper continues to set a scorching pace, registering 86% growth in AIR over the five years since the IRS survey in the second half of 2006, nearly doubling the issue readership from 4. 44 lakh. DNA also has the highest percentage of readers (36. %) in the 30-49 age group in Mumbai among the English dailies, and the second highest percentage of readers who are graduates (52. 2%) or fall in the socio-economic classes A and B (73. 5%). On February 11, 2007, DNA announced that its paid circulation had reached 400,000 in Mumbai. It had previously reached 300,000 in October 2006. In May 2006, DNA authorized Ernst & Young to certify its circulation figures. E & Y submitted its report in July, putting its paid circulation at 270,000. DNA is currently published from Mumbai, Bangalore, Pune, Ahmedabad,Jaipur and Indore.
DNA has stopped publishing from Surat. The supplement typically contains information about happenings around a certain city, contests, games and puzzles, comics, jokes, recipes, as well as coverage of international issues such as global warming and ill-treatment of animals, children’s problems like bullying and heavy homework, various facts and news, and children’s contributions such as poems, essays, articles on their life, letters to the editor, and drawings. SUPPLEMENTS OF DNA AFTER HRS DNA AFTER HRS is an entertainment newspaper which covers news about bollywood, page 3 parties and buzz in town. DNA PROPERTY
DNA PROPERTY is a weekly supplement it gives details about real estate properties around the country. DNA SPORTS DNA SPORTS is a daily supplement which covers all sports news national as well as international. HISTORY OF “HINDUSTAN TIMES” Hindustan Times (HT) is an Indian English-language daily newspaper founded in 1924 with roots in the Indian independence movement of the period (“Hindustan” being a historical name for India). It is the flagship publication of HT Media Ltd. Hindustan Times is one of the largest newspapers in India, by circulation. According to the Audit Bureau of Circulations, it has a circulation of 1. million copies as of 2010. The Indian Readership Survey (IRS) 2011 revealed that HT has a readership of (37. 37 lakhs), placing it as the second most widely read English newspaper in India after The Times of India. It has a wide reach in northern India, with simultaneous editions from: New Delhi, Mumbai, Kolkata, Lucknow, Patna, Ranchi, Bhopal and Chandigarh. The print location of Jaipur was discontinued from June 2006. HT launched a youth daily, HT Next, in 2004. The Mumbai edition was launched on 14 July 2005 and the Kolkata edition was launched on early 2000.
Other sister publications of Hindustan Times are Mint (English business daily), Hindustan (Hindi Daily), Nandan (monthly children’s magazine) and Kadambani (monthly literary magazine). The media group owns a radio channel, Fever, and organizes an annual Luxury Conference which has featured speakers like designer Diane von Furstenberg, shoemaker Christian Louboutin, Gucci CEO Robert Polet and Cartier MD Patrick Normand. Hindustan Times is owned by the KK Birla branch of the Birla family. Hindustan Times was founded in 1924 by Master Sunder Singh Lyallpuri, founder-father of the Akali movement and the Shiromani Akali Dal in Punjab.
S Mangal Singh Gill (Tesildar) and S. Chanchal Singh (Jandiala, Jalandhar) were made in charge of the newspaper. Pandit Madan Mohan Malaviya and Master Tara Singh were among the members of the Managing Committee. The Managing Chairman and Chief Patron was Master Sunder Singh Lyallpuri. K. M. Panikkar was its first editor with Devdas Gandhi (son of Mahatma Gandhi) on the editor’s panel. The opening ceremony was performed by Mahatma Gandhi on 26 September 1924. The first issue was published from Naya Bazar, Delhi (now Swami Sharda Nand Marg). It contained writings and articles from C.
F. Andrews, St. Nihal Singh, Maulana Mohammad Ali, C. R. Reddy (Dr. Cattamanchi Ramalinga Reddy), T. L. Vaswani, Ruchi Ram Sahni, Bernard Haton, Harinder Nath Chattopadhyaya, Dr Saifuddin Kichlu and Rubi Waston etc. “Sadar Panikkar launched the Hindustan Times as a serious nationalist newspaper. As an Oxonian, historian, and litterateur, Panikkar must have hoped to make his paper eventually more than an Akali sheet. He became the editor and funds flowed freely from activist Akali patrons. He exerted himself strenuously, but the paper made very little headway.
In two years Panikkar could not take the print order any higher than 3,000. By then the Akali movement appeared to lose steam and funds dried up. The paper was saved from an untimely demise when Pandit Madan Mohan Malaviya stepped in to realise his vision of a newspaper in Delhi. ” – TJS George, Lessons in Journalism, 2007, Viva Books, New Delhi. Malaviya raised Rs. 50,000 rupees to acquire the Hindustan Times along with the help of nationalist leaders Lajpat Rai and M. R. Jayakar and industrialist G. D. Birla, who paid most of the cash. Birla took full control of the paper in 1933.
The paper continues to be owned by the Birla family. It has its roots in the Indian independence movement of the first half of the twentieth century and even faced the noted “Hindustan Times Contempt Case (August–November, 1941)” at Allahabad High Court. It was edited at times by many important people in India, includingDevdas Gandhi and Khushwant Singh. Sanjoy Narayan, has been appointed the editor in chief of the paper and was due to take over in August 2008. Recently the editorial page has seen a major makeover and has been named “comment” to bring in more flexibility and some-what less seriousness to the page.
HT MUMBAI EDITION HT Mumbai has an eight-page daily lifestyle supplement (in tabloid format) called HT Cafe. It has its education supplement called “HT Education” on Wednesdays. The paper also comes with a magazine on Sundays called Brunch. The Mumbai edition is managed by Mohit Ahuja, an alumnus of NMIMS, Bombay. The resident editor in Mumbai is Soumya Bhattacharya. OWNERSHIP The Delhi-based English daily Hindustan Times is part of the KK Birla group and managed by Shobhana Bhartia, daughter of the industrialist KK Birla and granddaughter of GD Birla.
It is owned by HT Media Ltd. The KK Birla group owns a 69 per cent stake in HT Media, currently valued at Rs 834 crore. When Shobhana Bhartia joined Hindustan Times in 1986, she was the first woman chief executive of a national newspaper. Shobhana has been nominated as a Rajya Sabha MP from Congress Party. Along with Hindustan Times, HT Media owns Desi martini, Fever 104 FM, and Mint (newspaper). HT SUPPLEMENTS HT BRUNCH An exclusive lifestyle magazine, every Sunday. The readers of HT wake up to Brunch every Sunday morning, which is one of best-loved offerings from its stable.
In a magazine format and clearly about ‘the good life’, it covers stories around food, fashion, shopping, travel, health & wellness, books & movie reviews, celebrity talk, lifestyle etc. One of the biggest draws of Brunch is the bouquet of columns by prominent journalists like Vir Sanghvi (food & travel), Sanjoy Narayan (music) and Rajiv Makhni (technology). This universally appealing brand has the core target group vested in upwardly mobile young families, looking for enhancing their lifestyle quotient. HT CAFE The entertainment & lifestyle supplement, every day.
The Hindustan Times reader wakes up to a bundle of fun, frolic, entertainment and masala everyday called HT City (in Delhi) and HT Cafe (in Mumbai). One of the strongest drivers of readership, the daily entertainment supplement enjoys almost universal salience and readership. The buzzy daily supplement has redefined lifestyle and entertainment space in newspapers, packing a punch with daily dose of Bollywood, Hollywood, Fashion, Relationship, City and Campus. The supplement offers an array of daily sections catering to different tastes – health & wellness, gadgets, travel, motoring and food.
One of the biggest draws of the supplement is the Weekend Planner on Fridays that the young people of Delhi & Mumbai refer to as a guide to living it up in the city. HT EDUCATION Education Supplement, every Wednesday (earlier known as HT Horizons). HT Education offers the much needed guidance and mentorship to the students, which really helps them in choosing the best in education leading to a great career. HT Education is a supplement dedicated to serving the needs of not only student community from 10th to post graduates, but also the parents who are concerned about their child’s future.
The supplement is a source of comprehensive info around – career options, admission and scholarship information, college profiles, guidance and expert counseling. It’s a one-stop guide to the students to prepare for their most exciting phase in life. HT ESTATES Real Estate supplement, every Saturday. HT Estates as a supplement partners and corroborates the readers with information that helps them buy or sell their properties. This supplement comes with the newspaper every Saturday. The supplement offers countless options on property buying and selling.
Along with that the supplement also enlightens both the buyers and sellers on legal aspects of realty transactions. Specifically for buyers the supplement offers array of information on realty trends, loan rates, etc. INTRODUCTION TO THE PROJECT Title of the Project: “PROFILE STUDY ON DNA/HT’S EXCLUSIVE READERS”. Objectives of the Study: To understand the psyche & the profile of DNA and HT’s exclusive subscribers Process: * To prepare a list of DNA and HT’s exclusive subscribers (zone wise) * Conduct a survey of 200 readers to understand profile / reading habits / demography / preference. To understand the 5 p’s of DNA/HT subscription schemes. * Compilation and evaluation of the subscriber’s insights and psyche Research Methodology: * Data collection method : Survey * Data Collection : Primary data collection * Data collection tool : Questionnaire * Target group : Exclusive DNA/HT Subscriber’s * Sample size : 200 Areas covered : Mumbai- Urban, suburban, Navi- Mumbai & Thane District. QUESTIONAIRE
Name:-_______________________________ Age:_______ Occupation: -__________________________ Contact no:________________ Area___________ Family size____ Email ID:_______________________ Income Group: 1lakh 1-2 lakh 2-3 lakh <3 lakh 1)Which English newspaper(s) do you read? Hindustan times DNA Indian express Mid day TOI Other 2)Do you read any language newspaper? Marathi: Maharashtra times Loksatta Lokmat Sakal Other * Hindi : Navbharat times Navbharat Yashobhumi Hamara mahanagar Other * Gujarati: Mumbai samachar Gujarat samachar Divya Bhaskar Gujarati Mid-day * Others 3)How long have you been reading your current newspaper? >1year 1-2years 2-3years <3years ————————————————- 4)Which paper were you reading before your current newspaper(s)? Why did you stop? ———————————————— 5)Why do you prefer your current newspaper? Brand Content Price Coverage Other 6)How much time do you spend reading newspaper? 10 mins 20 mins 30 mins < 30 mins 7)Which of the following supplement do you like in your current newspaper? DNA: After HRS DNA Property DNA Sports Others Hindustan times: HT Cafe HT Education HT Estate Brunch Others 8) Have you subscribed for any schemes? DNA : 149/year 199/2years Full price * Hindustan times : 149/year 249/2 years Full price 9) Will you renew your currents subscription offer after expiry? Yes if yes then why:-___________________________________________ No If no then why:-____________________________________________ 10) Are you aware about times of India 20? Yes No 11) Would you try times of India 20? Yes No If no then why:-___________________________________________ 12) Rate your current news paper?
Rate on satisfaction:-| Highly Satisfied| Satisfied| Not so Satisfied| City News| | | | National news| | | | International news| | | | Political news | | | | Sports news| | | | Entertainment| | | | Editorial| | | | Business news| | | | RESESARCH AND FINDINGS:- DEMOGRAPHICS AGE GROUPS:- Age Group of DNA readers In the sample size of 200 . 100 were DNA readers The maximum numbers of people belong to age group 31-40yrs of age it holds 35% of the DNA reader’s age group. 25% readers are from the age group of 20-30years. 24% readers belong to 41-50yrs age group 2% readers belong to 51-60yrs age group 4% readers belong to 61-70years age group. Age Group of HT readers In the sample size of 200 . 100 were HT readers The maximum numbers of people belong to age group 31-40yrs of age it holds 43% of the HT reader’s age group. 13% readers are from the age group of 20-30years. 24% readers belong to 41-50yrs age group 14% readers belong to 51-60yrs age group 6% readers belong to 61-70years age group DEMOGRAPHICS –INCOME GROUP Income Group of DNA reader’s 46% People Belong To Income Group of 2-3lakhs per Annum They Are Sec-C Class
Readers 35% People Belong To More Than 3 Lakhs Income Group (These People Hold Small Term Business Like Garment Shops, Imitation Jewelry Etc. ) 18% People Belong To 1-2 Lakhs per Annum Which Is Again a Very Low Income Group 1% Also Belongs To 1 Lakh Per Annum Group Income Group of HT reader’s 58% Belongs To 2-3 Lakhs Per Annum Income Croup Which Is Quite Less These Readers Are Sec –C Readers. 29% Belongs To More Than 3 Lakhs Per Annum Income Group. (These People Hold Short Time Businesses) 13% Belongs To 1-2 Lakh Per Annum Income Group. TOI Should Target Sec B & B+ Readers Which Are There With DNA / HT
DEMOGRAPHICS – OCCUPATION Occupation of DNA readers * 51% People Belong To Service Industry So They Are More Towards Economical Products As They Get Less Income So They Become Sec-C Class Readers * 33% Readers Of DNA Have Their Own Businesses But These Businesses Are Short Term Business Some Of Them Have Buying Capacity TOI Should Be Promoted To Such Readers. * 6% Belongs To Students And 6% Belongs To House Wife’s Rest 4% Are Retiree’s. Occupation of HT readers * 43% People Belong To Service Industry So They Are More Towards Economical Products As They Get Less Income So They Become Sec-C Class Readers 28% Readers Of HT Have Their Own Businesses But These Businesses Are Short Term Business HT readers are loyal to their brand and most of them like the language of the paper . * 5% Belongs To Students and the students like HT education supplement. * 13% Belongs To House Wife’s Rest 11% Are Retiree’s . Exclusive English Newspapers 186 PEOPLE ARE EXCLUSIVE HT AND DNA READERS BUT SOME ARE READING LANGUAGE NEWS PAPER AS WELL LIKE HT+GUJRATI= 1% DNA+GUJRATI= 0. 50% HT+HINDI=2% DNA+HINDI=0. 50% HT+MARATHI=1% DNA+MARATHI=2% Reading Pattern… Duration 68% of the sample size shows people reading HT and DNA are reading it from past more than 3years. * 25% are reading from past 2-3years . (this shows that the DNA and HT have many old subscriber as compared to new subscribers which are very less) * 6% from past 1-2years * and just 1% with less than one year reading with HT/DNA. Reading Pattern… Pre DNA / HT reading habits 56% of the people said they were not reading any newspaper before ht/dna major areas are (vikhroli, miraroad, and vashi) 31% were reading English newspaper (TOI=17=9% , midday=27=14% , Indian exp=13=6. % , Hindu=2=1% , Free press general=1=0. 5% , rest 6% for Marathi paper, rest 6% for Marathi paper ,2%for Gujarati paper, 1% Hindi paper , 3% regional paper) People read language newspaper in the common seating area where all the news paper are kept by may be a political party or some committee. THE 9% PEOPLE WHO WERE READING TOI HAS SWITCHED TO HT/DNA BECAUSE THEY COULDN’T AFFORD IT ,SOME OF THEM RETIRED SO SWITCHED TO ECONOMICAL ALTERNATIVE Most Preferred English Newspaper……. HT VS DNA * 64% People Like HT/DNA Because Of The Low Pricing In Mira Road 100% People Prefer DNA / HT Because Of Its Price) * While 21% Say They Like Because Of The Content Of The Paper * 12% Say They Like The Paper Because Of The Coverage * And Jus 5% Say That They Like HT/DNA Because Of Its Brand (Just Because Brand Was An Option In The Questionnaire ) Most Preferred Supplements….. HT VS DNA 4% DNA Sports 43% Ht Cafe 6% BRUNCH 0. 5% HT Estate 0. 5% HT Education 44% AFTER hrs 2% DNA Property 44 % Of The Readers Like The Entertainment Supplement Of DNA After Hrs As Compared To Hindustan Times (Ht Cafe) 43%
DNA Property Is Much More Liked By the Readers Then Hindustan Times Ht Estate Duration of DNA –HT Subscription booked by the readers * 81% of the sample size said that they have subscribed for 2years scheme with their news paper * 19% people said that they have subscribed for 1year scheme Renewals Status for DNA –HT Subscription booked by the readers (existing rates) * 97% people said that they will renew their subscription after expiry because they are habitual to that paper , more over the language is quiet easy to understand. * 3% people don’t want to renew.
Because they are not satisfied with the services provided by their newspaper they would like to switch to TV news instead of newspaper. If hike in subs rate of DNA/ HT subscription would affect the readers * 22% people will subscribe to HT and DNA if their subscription charges will increase. * 28% don’t want to continue with any newspaper and would switch to TV news instead. * 50% will search for an alternative paper but economical in price. Awareness for T20 product? * 97% readers are not aware about T20 . * Only 3% are aware but they don’t want to subscribe for T20 because they find HT better in terms of language and content.
T20 on trial basis…… * 13% readers said they would like to try after seeing the product * Rest 87% readers don’t want to as they prefer HT/DNA &do not want to switch as they are happy with their current newspaper SATISFACTION LEVEL( HT) These are the satisfaction level of people reading Hindustan times people are mostly satisfied with ht because of its language and content. SATISFACTION LEVEL( DNA) These are the satisfaction level of people reading DNA people are mostly satisfied with DNA because of its price and content.
FINDINGS & OSERVATIONS * DNA has more young readers as compared to HT and their income group is around 2-3lakhs mostly belonging to service industry. * 68% of the sample size shows people reading HT and DNA are reading it from past more than 3years. * The readers of DNA and HT are 89% SEC C Class readers as per survey conducted, most of them staying in chawls or slum buildings * 64% People prefer HT- DNA mainly due to their Low Priced Schemes (In Mira Road 100% People Prefer HT- DNA Because Of Its Price ) Out of the total exclusive DNA-HT readers, 56% of them were not reading any newspaper before DNA-HT, out of which 9% were TOI readers who had switched to HT- DNA because they couldn’t afford it * 12% people have stop reading language newspaper and shifted DNA OR HT because they want their kids to read and understand English * 97% people said that they will renew their subscription @ existing sub rate as they are habitual to that paper , more over the language is quiet easy to understand. In case of hike in subscription rates, only 22% people would subscribe to HT and DNA & 50% will search for an alternative paper but economical in price . * 20% people have subscribed to HT and DNA so that when they will sell in scrap they get more money then subscription price. * DNA and HT has low amount of sec A and B as per the survey sample size. 11% readers are in the areas like (Thane,chunnabatti,chembur,borivali) Most of them couldn’t convers in English had to make them understand the questionnaire in
Hindi SUGGESTIONS * Mostly people reading DNA / HT are SEC C class readers with less income, TOI shouldn’t promote their product to these readers as they are not relevant target audience. * TOI should target SEC B & B+ readers which are there with DNA / HT and the best time to target them would be during their expiries. * TOI should strategically target SEC B & B+ readers by promoting the T20 product as these readers are very price conscious. There is Lack of awareness about T20 . TO create more awareness among SEC B & B+ * It should be promoted to HT/DNA readers by sending them free sample for a day or 2 because while on survey when i showed people the sample they really liked it and some also wanted subscription. * A 3 year scheme will make this people habitat to toi20 so such a scheme should be introduced to these readers . BIBLOGRAPHY:- Web:- www. timesgroup. com www. Dnaindia. com www. htmedia. com
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