1. Summer Internship Project Report
Topic- develop strategies to bring visibility of
in
key market areas
BY-VAIBHAV
SAHU
M.B.A.
(Marketing)
Department Of Business
Administration
Lucknow

3. Business Standard Company
Profile
 2nd ranked among financial news papers.
 Most preferable choice of investors in
decision making.
 It is the only financial news paper which
has foreign partner i.e. Financial Times.
 It is published from 12 top most locations
in the country.

4. Company Profile continued….
 Mumbai, New Delhi, Kolkata, Chennai,
Bangalore, Hyderabad, Ahemdabad,
Chandigarh, Cochin and Pune .
 Business Standard has a print run of over
an110,000 copies.

5. About Business Standard
 Earlier started in Kolkata in 1975.
 Daily sell is around 100,000 copies.
 Purely made for financial news.
 Only one kind Indian publication which has
syndication with “Financial Times London”.
 Its punch line “know more no less”.

6. Product profile of Business Standard
 The news paper can be divided into two
sections . The first section consist of…..
- Front page headlines
- Economy and policies
- Politics
- Companies
- Editorial
- International news

7. Product Profile continued….
 Section two consists of Money and Market which
covers…
-Stocks, commodities listing, mutual funds
sensex analysis etc.
Value add to customers
•Weekly tabloids
1. Smart Investor (Every Monday)
2. The Strategies (Every Tuesday)
3. ICE World (Alternative Wednesday)
4. BS Weekend (Every Saturday)

8. Product Profile continued….
 Monthly Magazines
1 MOTORING
2 INDIAN MANAGEMENT
 Annual Magazines
1 The Fund Manager
2 Banking Annual
3 BS 1000

9. OBJECTIVES OF THE STUDY
 Primary objectives
1) To study consumer behavior for financial
daily newspaper.
2) To find out readers of financial newspaper.
3) To find out expectation of particular segment
for financial daily newspaper
4) To develop strategies to bring visibility of
business standard in key market areas.

10. OBJECTIVES OF THE STUDY
 Secondary objective
1) To find market competition in LUCKNOW
city for the financial news paper.
2) To get data of potential corporate offices
randomly.

11. Research Methodology
Research Topic
TO DEVELOP STRATEGIES TO BRING
VISIBILITY OF BUSINESS STANDARD
IN KEY MARKET AREAS

12. RESEARCH METHODOLOGY
 TYPE OF RESEARCH- Descriptive research
 TYPE OF DATA COLLECTED- Primary data
 DATA COLLECTION METHOD – Field
survey
 DATA COLLECTION TECHNIQUE-
Questionnaire

13. RESEARCH METHODOLOGY
 SAMPLE UNIT- Lucknow
 SAMPLE TECHNIQUE- Random
 SAMPLE SIZE- 70
 ANALYTICAL TOOL- Percentage, column
graph

14. DATA ANALYSIS AND
INTERPRETATION
 Q 1. Do you read newspaper?
Column1
120
100
100
80
60
Column1
40
20
0
0
YES NO

15.  Q2. Are you aware about the
newspaper completely dedicated to
business news? Chart Title
120
100
80
60
Column2
Column1
40
20
0
YES NO

16.  Q3.Do you read financial daily
newspaper? Column1
90
80
80
70
60
50
40 Column1
30
20
20
10
0
YES NO

17.  Q4. Do you know about business
standard?
Column1
90%
80%
78%
70%
60%
50%
40% Column1
30%
20%
22%
10%
0%
YES NO

18.  Q 5. Which business paper do you
read?
50.00%
Column1
45.00%
44.50%
40.00%
35.00% 36%
30.00%
25.00%
Column1
20.00%
15.00%
10.00%
10.00% 9.00%
5.00%
0.00%
ECONOMICS TIME BUSINESS BUSINESS LINE OTHERS
STANDARD

19.  Q 6. In business newspaper which
section do you like to read?
Sales
90%
80%
78%
70%
60%
50%
40% Sales
30%
20%
10%
12%
6% 4%
0%
STOCKS AND EDITORIAL HEADLINES WHOLE
MUTUAL FUNDS NEWSPAPER

20.  Q7.How frequently do you read a
business newspaper?
sales
100%
90%
90%
80%
70%
60%
50%
sales
40%
30%
20%
10%
6% 3% 1%
0%
daily 3 times a week 2 times a week once a week

21.  Q 8.How much time do you spend
reading a newspaper?
Column1
80%
70%
70%
60%
50%
40%
Column1
30%
20%
10% 15%
10%
5%
0%
0-30 minutes 30-60 minutes 60-90 minutes more than 90 minutes

22.  Q9. How do you get your business
newspaper?
Column1
80%
70% 75%
60%
50%
40%
Column1
30%
20%
20%
10%
3% 2%
0%
DELIVERED AT OFFICE DELIVERED AT HOME BOUGHT AT NEWS E- PAPER
STAND

23.  Q10.Are you satisfied with the delivery
services?
Column1
70%
60%
60%
50%
40%
30% Column1
30%
20%
10%
10%
0%
HIGHLY SATISFIED NOT VERY
SATISFIED SATISFIED

24.  Q11.Do you think supplement is
required with newspaper?
Sales
90%
80%
80%
70%
60%
50%
40% Sales
30%
20%
20%
10%
0%
YES NO

25.  Q12. What type of supplement do you
want? Sales
80%
70% 75%
60%
50%
40%
30% Sales
20% 25%
10%
0%
MAGZINES Extra
pagesCONTAING
OTHER NEWS

26. FINDINGS
 There is less awareness of Business
Standard newspaper.
 There are still many people who don’t
read BUSINESS newspaper.
 Also there were lots of people who don’t
read financial daily they prefer Times of
India or Hindustan Times.

27. FINDINGS
 ET is the market leader.
 People who were the loyal readers of ET
don’t want to switch to BUSINESS
STANDARD even though we offered the
schemes.

28. RECOMMENDATIONS
 BS must maintain and enhance its
distribution network.
 More focus on advertisement .
 Revisit their structure and content of
supplement .
 Business standard should look into the
promotional skills .

29. STRATEGIES
-BS should more focus on students.
-The company needs to shake hands with
corporate giants
-Should come out with joggers’ park activity.
-The company should organize some Quiz
programme for management students.

30. STRATEGIES
-The company should increase the
number of pages of Hindi edition.
-The company should come out with
some Hindi monthly business magazine

31. CONCLUSION
 The newspaper readership can be changed
but it is difficult to sustain the change in your
favor due to certain factor.
 The newspaper is asking people to invest
most precious commodity – their time.
Therefore they have to create an image that
there is something important inside the
newspaper.

32. CONCLUSION
 product has to be rightly
designed, properly positioned and
efficiently marketed, and then only the
newspaper readership can be changed to
move beyond that.
 of the time it has been observed that the
price matters in the
customer’s perception.

33. LIMITATIONS
 The perception level of the respondents.
 Availability of documents as sources of
secondary information.
 Reliability of information collected from
various public information sources such as
magazines and website.
 Respondents are not willing to fill the
questionnaire.

34. LIMITATIONS
 Sometimes the respondents are not
available at their place.
 Time limit.
 Limited area.