Comparative Analysis of MINT v/s The Economic Times

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A
SUMMER INTERNSHIP PROJECT REPORT
ON
“COMPARATIVE ANALYSIS OF MINT v/s THE ECONOMIC TIMES”
Submitted to
PARUL INSTITUTE OF MANAGEMENT & RESEARCH
IN PARTIAL FUILLTIME OF THE
REQURIRMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION (MBA)
Submitted by
VIKRANT MAHESHBHAI MODI
Enrollment No:-147110592135
Batch:- 2014-2016
MBA Sem:- II
Under Guidance of
Faculty Guide Company Guide
Mr. Jayprakash Lamoria Mr. Hemant Gandhi (Manager)
(P.I.M.R) Hindustan Times (MINT)
Affiliated to
Gujarat Technological University, Ahmedabad
July 2015

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PARUL INSTITUTE OF MANAGEMENT & RESEARCH
Approved by AICTE, New Delhi
Affiliated by Gujarat Technological University, Ahmedabad (MBA Programme)
CERTIFICATE
This is certificate that this summer internship project report title “Comparative Analysis of Mint
V/s The Economic Times” by Mr. Vikrant Modi (Enrollment No:- 147110592135) who carried out the
research under the guidance of Prof Jayprakash Lamoria. This is certify further, that to the best our
knowledge the work reported here in does not form part of any other project report or dissertation on the
basis of which a degree or award conferred on an earlier occasion on this or any other candidate.
Prof. Jayprakash Lamoria Dr. Bijal Zaveri
(Faculty Guide) (Director)

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PREFACE
World is widening up & we cannot be confined to one place. In the present era of globalization &
liberalization it can never be possible to make a mark in today’s competitive environment. In India,
business and industrial management activities is a base for the country.
With an outlook of the importance of practical aspects of business management Gujarat
Technological University has subscribed the subject, “Industrial Training” as a part of syllabus of MBA.
Where by the students have to take initiative training in the field of marketing in a company & have to
study various aspects of marketing.
I am very glad to have got a chance of getting training in a reputed company – “HINDUSTAN
TIMES LTD” for a period of 45 days on all the aspects of management especially in marketing field.

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ACKNOWLEDGMENT
Industrial training report is an outcome of the efforts of many people who helped me to
clear this reports. I am obliged to them. There for I wants to say thanks to all those person who are
helped me by many ways.
I am grateful to the managers of “Hindustan Times Media Ltd”, for giving me permission to
undertake my training in the marketing unit of the firm. Moreover I also express my sincere thanks to
Mr. Hemang Gandhi giving me the valuable information by sparing their costly time.
I give thanks to all staff of our MBA department and specially Prof. Jayprakash who
always give us advise about how to prepare report and how to take information form company.
Vikrant Modi

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Executive Summary
India is one of the few countries in the world to have much financial newspaper, which not only
reflects the vitality and vibrancy of the media but also the new vitality of our economy. The large
readership for this financial news paper transcends from the rapidly growing corporate sector, it also
illustrates the growing interest that the general public now evinces in economic matters which reflects the
growing importance of business and economy in our national discourse.
Financial newspapers focus mainly on business news, insightful views on significant issues and
comprehensive coverage of the stock market. They have the ability to carry the message in greater detail
and clarity more in depth information and analysis which helps companies and their business.
There is a huge scope of growth for business newspapers in coming years as only a paltry 0.1% of
the population is reading business newspapers at present.
Newspapers reach only 35% of our adult population even though the adult literacy is about 65% to
build this gap between readership and literacy and also to remain competitive the publications have kept
their prices low and depended entirely on advertisers to subsidize the reader and to increase the sales.
There are using different strategies to attract the customers of different sectors.
In this report, a comparative study of various newspaper brands was done with special reference to
MINT financial newspaper ( Hindustan Times) on the basis of the following parameters:-
 Editorial Quality
 Customer Service Quality
 Quality of Content and Analysis
 Layout Design
 News Coverage
 Supplements
 Objective
 Research Design
 Data Analysis
 Finding & Recommendation
 Conclusion

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Declaration
I Vikrant Modi of “Parul Institute of Management & Research”, Waghodia Vadodara,
affiliated to “Gujarat Technological University Ahmedabad” have prepared the Summer Internship
Project on the topic “Comparative Analysis of Mint v/s The Economic Times”.
The data here by us authenticated and genuine to the best of our knowledge and give our word that
there will not be any misuse of this data. The data presented will be used only for the academic purpose
and will not be used commercial or any other purpose.
Place:- Vadodara
Vikrant M Modi

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INDEX
Sr. No Particular Page No
Executive Summary 6
PART-I General Information 10
1. Hindustan Times 11
1.1 Company Profile 11
1.2 History 12
1.3 MINT (Hindustan Time) 13
1.4 Vision, Mission, & Values 16
1.5 Product of Hindustan Time Media 18
1.6 Department Detail 19
1.7 Hierarchy of MINT Gujarat 20
1.8 MINT Coverage In INDIA 21
2. Times Of India (Times Group) 22
2.1 Company Profile 22
2.2 History 23
2.3 The Economic Times 25
3. Company Comparison 26
4. Price Comparison 27
5. Supplement 28
6. SWOT Analysis 30
6.1 MINT 30
6.2 The Economic Times 31
PART-II RESEARCH METHODOLOGY 32
7. Problem Statement 33
8. Objectives 33
9. Literature Review 34
10. Research Design 35
11. Source of Data 36
12. Sample Plan 37

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13. Data Collection Method 38
14. Data Analysis & Interpretation 39
15. Findings 50
16. Limitation 52
17. Conclusion 53
18. Suggestion 54
19. Learning from Project 55
PART-III Annexure 57
20. Questionnaire 58
21. Bibliography 61

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PART-I
GENERAL INFORMATION

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1. Hindustan Times (MINT)
1.1 Company Profile
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). The
newspaper is owned by Rajya Sabha M.P., Shobhana Bhartia.
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 1.32 million
copies as of December 2013. The Indian Readership Survey (IRS) 2012 revealed that HT has
approximately 37.67 lack (3.767 million) readers, making it the second most widely read English
newspaper in India after The Times of India.
It is popular 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 and that of Nagpur edition was discontinued from September 1997. HT launched a youth
daily, HT Next, in 2004. The Mumbai edition was launched on 14 July 2005 and the Kolkata edition was
launched in early 2000.
In the Brand Trust Report 2012, Hindustan Times was ranked 291st among India's most trusted
brands and subsequently, according to the Brand Trust Report 2013, Hindustan Times was ranked 434th
among India's most trusted brands. In 2014 however, Hindustan Times was ranked 360th among India's
most trusted brands according to the Brand Trust Report 2014, a study conducted by Trust Research
Advisory, a brand analytics company.

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1.2 History
Hindustan Times was founded in 1924 by Sunder Singh Lyallpuri, founder-father of the Akali
movement and the Shiromani Akali Dalin 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 Mohandas 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 ₹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 TimesContempt Case (August–November, 1941)" at Allahabad High
Court. It was edited at times by many important people in India, includingDevdas Gandhi, Sri
Mulgaonkar, B.G.Verghese 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.

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1.3 MINT (Hindustan Time)
Mint, a business paper from Hindustan Times in association with The Wall Street Journal, was
launched in 2007 with the premise of bringing “Clarity in Business News”, a need strongly articulated by
business news readers in the country.
Mint aims to demystify complex business issues and provide unmatched clarity and depth in its
coverage. Whether it is the refreshing new Berliner format, the design by an internationally acclaimed
designer, the unique weekend magazine Lounge or our association with The Wall Street Journal, Mint has
features that no other business paper in the country has.
The numbers bear testimony to the high acceptability and strong bond that Mint has with its
readers. According to the Indian Readership Survey (IRS Q1, 2011), 222,000 readers make Mint a strong
No. 2 player. Mint has a 27% readership share in the key markets of Delhi, Mumbai, Bangalore and
Kolkata. With editions in Chennai, Hyderabad, Ahmedabad, Chandigarh and Pune as well, Mint reaches
the who’s who of corporate India nationally.
Global praise and recognition has been forthcoming for Mint. According to Fortune magazine,
“Mint…has raised India’s standards of business journalism…and (has a) mix of market news, corporate
profiles, and lifestyle features.” Mint won a Gold in the special coverage category at the IFRA 9th Annual
Asia Media Awards 2010. Mint was also voted India’s No. 1 Media Brand in 2009 by advertisers.

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MINT MONEY
Mint Money is a daily section on Markets & Personal Finance that comes inside Mint. Through its
researched and analyzed content, Mint Money helps its readers develop an understanding of how various
financial products and markets work.
It provides clear and credible coverage across the entire gamut of investment products – Equities,
Mutual Funds, Commodities, Real Estate and Insurance, which helps its readers become smart money
managers.
Consumers are seeking to bridge the gap between information and understanding so that they can
take the right calls in today’s changing market scenario. With its clear and analysed content, Mint Money
seeks to aid the consumer in bridging this gap.
MINT LOUNGE
Lounge is the weekend edition of Mint. Every Saturday, Lounge presents a visually engaging look
at the "Business of Life". With articles on Travel, Gadgets, Fashion, Books, Culture, Parenting and Food,
the editors and columnists of Lounge bring the perfect work-life balance to the week.

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MINT INDULGE
Mint Indulge is the Luxury and Lifestyle quarterly publication.
A complimentary read for Mint’s readers across India, Mint Indulge focuses on the passions &
indulgences of India's top business leaders and serve as their best buying guide for the season. Mint
Indulge showcases the most aspiration international brands which look at India as a promising market to
drive the next growth wave for them.

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1.4 VISION & MISSION
Vision
“HT Media strives to be a visionary organization and not an organization with a vision. In our
endeavour to have a shared understanding, alignment and commitment, we have derived our company’s
vision that sets the course and empowers people to take action.”

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Mission
The mission is to create space for the market share of MINT by tapping the uncovered market
and by taking bites from competitor’s market share.
Getting the benefits of the paper to be known to the market.
Values
The values personified by HT Media are:
Courage:- To encourage the ability that meets opposition with skill, competence and fortitude.
11Responsibility:- Be accountable for results in line with the company’s 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:- People are our greatest asset. We invest in them expect a lot and know that the rest will
follow.

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1.5 PRODUCT OF H.T. MEDIA

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1.6 DEPARTMENT DETAIL
A brief department detail to give an idea of where the things are placed in MINT is as follows:

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1.7 HIERARCHY OF MINT GUJARAT

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1.8 MINT Coverage in INDIA:

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2 THE TIMES OF INDIA (THE TIMES GROUP)
2.1 Company Profile
The Times of India (TOI) is an Indian English-language daily newspaper. It is the third-largest
newspaper in India by circulation and largest selling English-language daily in the world according
to Audit Bureau of Circulations (India). According to the Indian Readership Survey (IRS) 2012,
the Times of India is the most widely read English newspaper in India with a readership of 7.643 million.
This ranks the Times of India as the top English daily in India by readership.
It is owned and published by Bennett, Coleman & Co. Ltd. which is owned by the Sahu
Jain family. In the Brand Trust Report 2012,Times of India was ranked 88th among India's most trusted
brands and subsequently, according to the Brand Trust Report 2013,Times of India was ranked 100th
among India's most trusted brands. In 2014 however, Times of India was ranked 174th among India's
most trusted brands according to the Brand Trust Report 2014, a study conducted by Trust Research
Advisory.

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2.2 History
Beginnings
The Times of India issued its first edition 3 November 1838 as The Bombay Times and Journal of
Commerce. The paper published Wednesdays and Saturdays under the direction of Raobahadur Narayan
Dinanath Velkar, a Maharashtrian Reformist, and contained news from Britain and the world, as well as
the Indian Subcontinent. In 1850, it began to publish daily editions.
In 1860, editor Robert Knight (1825–1892) bought the Indian shareholders interests, merged with
rival Bombay Standard, and started India's first news agency. It wired Times dispatches to papers across
the country and became the Indian agent for Reuters news service. In 1861, he changed the name from the
Bombay Times and Standard to The Times of India. Knight fought for a press free of prior restraint or
intimidation, frequently resisting the attempts by governments, business interests, and cultural spokesmen
and led the paper to national prominence. In the 19th century, this newspaper company employed more
than 800 people and had a sizeable circulation in India and Europe.
Bennett & Coleman Ownership
Subsequently, The Times of India saw its ownership change several times until 1892, when
Thomas Bennett and Frank Morris Coleman, who drowned in the 1915 sinking of the SS Persia, acquired
the newspaper through their new company, Bennet Coleman & Co. Ltd.
Dalmiya Ownership
In 1946, they sold the company to sugar magnate Ramkrishna Dalmia, of the then-famous
industrial family, Dalmiyas, for Rs 20 million. In 1955 Vivian Bose Commission of inquiry found that
Ramkrishna Dalmia in 1947 had engineered the acquisition of the media giant Bennett Coleman by
transferring monies from a bank and an insurance company of which he was the chairman. In the court
case that followed, Ramkrishna Dalmia was sentenced to two years in Tihar Jail on charges of Dalmia
was prosecuted for embezzlement and fraud.
But for most of the jail term he managed to spend in hospital. Upon his release his son-in-
law Sahu Shanti Prasad Jain to whom he had entrusted running of Bennett, Coleman & Co. Ltd. rebuffed
his efforts to resume command of the company.

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Jain family (Shanti Prasad Jain)
In the early 1960s, Shanti Prasad Jain was imprisoned on charges of selling newsprint on the black
market. And based on the Vivian Bose Commission's earlier report which found wrong doings of the
Dalmia - Jain group, that included specific charges against Shanti Prasad Jain, the government of
India filed a petition to restrain and remove the management of Bennett, Coleman and company.
Base on the pleading, Justice directed the Government to assume control of the newspaper which
resulted in replacing half of the directors and appointing a Bombay (now Mumbai) high court judge as the
chairman.
Under Government of India
Following the Vivian Bose Commission report indicating serious wrong doings of the Dalmia -
Jain group, on 28, August 1969, the Bombay High Court under Justice J.L.Nain passed an interim order
to disband the existing board of Bennett Coleman and a new board under Government be constituted. The
bench ruled that “Under these circumstances the best thing would be to pass such orders on the
assumption that the allegations made by the petitioners that the affairs of the company were being
conducted in a manner prejudicial to public interest and to the interest of the Company are correct”.
Following that order Shanti Prasad Jain ceased to be a director and the company ran with new
directors on board appointed by the Government of India, barring a lone stenographer of Jains.
Back to Jain Family
In 1976, during the emergency in India, the government transferred ownership of the newspaper
back to Ashok Kumar Jain (Sahu Shanti Prasad Jain's son and Ramkrishna Dalmia's grandson and the
father of Samir Jain and Vineet Jain). The Jains too often landed themselves in various money laundering
scams and Ashok Kumar Jain has to flee the country when the Enforcement Directorate pursued his case
strongly in 1998 for alleged violations of illegal transfer of funds to a tune of US$1.25 million to an
overseas account in Switzerland

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2.3 THE ECONOMIC TIMES
History
The Economic Times is an English-language, Indian daily newspaper published by the Bennett,
Coleman & Co. Ltd. first published in 1961. It is the world's second-most widely read English-language
business newspaper, after the Wall Street Journal, with a readership of over 800,000. The Economic
Times is published simultaneously from 12 cities—Mumbai, Bangalore, Delhi, Chennai, Kolkata,
Lucknow, Hyderabad, Jaipur, Ahmedabad, Nagpur, Chandigarh, and Pune.
The Economic Times is headquartered in Mumbai at The Times of India building. Its main content
is based on the Indian economy, International finance, share prices, prices of commodities as well as other
matters related to finance. The founder- editor of the paper when it was launched in 1961 was P.S.
Hariharan. The current Editorial Director of The Economic Times and ET Now is Rahul Joshi.
Editors
 1960s and 1970s: PS Hariharan (1961–1964), DK Rangnekar (1964–1979)
 1980s: Hannan Ezekiel, Manu Shroff (1985–1990)
 Early to mid 1990s: T. N. Ninan, Swaminathan Anklesaria Aiyar
 Late 1990s: Jaideep Bose
 2004: Rajrishi Singhal and Rahul Joshi
 2010 to present: Rahul Joshi

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3. MINT v/s THE ECONOMICS TIME
Particular MINT (Hindustan Times) The Economic Time
Type Daily News Paper Daily News Paper
Formate Berliner Broadsheet
Owner’s Shobana Bhartia Bennett, Coleman & Co. Ltd
Founder Raju Narisetti Bennett, Coleman & Co. Ltd
Founded 2007 1961
Readership
(India)
3,10,000 4,10,000
Readership
(Vadodara)
8,000 37,000
Headquarter New Delhi Maharashtra
Market
Share
27% 61%

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4. Price Comparison between
MINT v/s THE ECONOMIC TIME
Day’s MINT The Economic Time
Monday 4 3.50
Tuesday 4 3.00
Wednesday 4 3.50
Thursday 4 3.00
Friday 4 3.50
Saturday 10 3.50
Sunday - 10
Monthly Wages 130 130
Yearly Wages 1560 1560

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5. Supplement
MINT v/s THE ECONOMIC TIME
Day’s MINT THE ECONOMIC TIME
Monday
Leading The News,
Politics & Policy,
Corporate News,
Technology & Banking,
Mint Money.
Pure Politics,
Companies,
Market & Finance,
Economy,
Commodities,
Sports.
Tuesday
Leading The News,
Politics & Policy,
Corporate News,
Enterprise, Science,
Legal, Mint Money.
Pure Politics,
Companies,
Market & Finance,
Economy,
Commodities,
Sports.
Wednesday
Leading The News,
Politics & Policy,
Corporate News,
Management, Banking,
Mint Money
Pure Politics,
Business of Brand,
Companies,
Market & Finance,
Economy,
Commodities,
Sports.

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Day’s MINT THE ECONOMIC TIME
Thursday
Leading The News,
Politics & Policy,
Corporate News,
Media, Marketing &
Advertisement
Tech@Work, Banking
Pure Politics,
Companies,
Market & Finance,
Economy,
Commodities,
Sports.
Friday
Leading The News,
Politics & Policy,
Corporate News,
Media, Marketing &
Advertisement
Essay, Environment, Gender
Pure Politics,
Business of Brand,
Companies, Market & Finance,
Economy,
Commodities,
Sports.
Saturday
MINT Lounge(Mint Launch,
Style, Essay, Eat/Drink, Play,
Cover, Travel, Books, Cultural)
Leading The News,
Politics & Policy,
Corporate News,
Pure Politics,
Market & Finance,
Companies,
Global Business,
Saturday Features,
Sports.

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6. SWOT Analysis
6.1 MINT
SWOT Analysis of MINT
Strength
 Increase in MINT Readership garnering
market share in Metro and Tier-1 towns
 Experience Management with focus on
diversification
 Strong brand name as it has brands like
Hindustan Times, Fever 104 Radio etc
 Wide reach across India with a strong
readership
Weekness
 Increasing penetration of digital media
could affect newspaper readership in the in
the long term
 News related controversies often create an
issue
Opportunity
 Increasing Advertising Yields and
penetration in Tier-2 and Tier-3
 Higher Margins from e-newspaper
subscription
 Fever 104 is a major threat to Radio Mirchi
Threats
 Raw Material cost increasing, putting
pressure on margins
 Weakness in Macroeconomic environment
 Intense regional competition with few
competitors taking national route

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6.2 THE ECONOMIC TIMES
SWOT Analysis of THE ECONOMIC TIMES
Strength
 Wide coverage and hugely popular top-of-
the-mind brand
 Part of Largest Media House in India and
hence excellent reach of over 4,10,000 per
day
 Has a good Brand Recall and is
synonymous with financial and business
news and coverage
 Has good supplements like Brand Equity
and Corporate Dossier which gives it an
edge over others
Weekness
 Through competition from other financial
newspapers means limited market share
Opportunity
 Can leverage existing Supplements like
Brand Equity and others to differentiate
itself from competition.
 Tie ups with WSJ and other Marque Brands
to get even more readership base
 Promotion, tie-ups with financial
institutions, colleges etc
Threat
 Increased competition from other dailies
 On line news medium means reduced
circulation

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PART-II
RESEARCH
METHODOLOGY

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7. Problem Statement
“Comparative Analysis of The Economic Times V/s MINT”
Research:- Meaning
Research is an art of scientific investigation. According to Redman and Mary defines research as a
“systematic effort to gain knowledge”.
Research methodology is way to systematically solve the research problem. It is a plan of action
for a research project and explains in detail how data are collected and analyzed. This research study is a
descriptive research study.
8. Objective
(1) To analysis consumer interest toward the MINT and The Economic Times.
(2) To compare the MINT and The Economic Times regarding content, edition, way to express the
news.
(3) To compare the MINT and The Economic Times attraction toward the customer by promotional
actives.
(4) To compare the proportion of the advertisement cover by the newspaper in MINT and The
Economic Times.

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9. Literature Review
The article is came in MINT newspaper of November 13th, 2008
BY:- Shivanandan
I am a regular reader of ET.. today my paperboy decided that I should try out something different,
He dropped Mint along with my HT.
I had read mint earlier a couple of times but those where just to pass time after browsing through
ET. Today was different. I found the overall size of the paper very user friendly to hold and read, esp in
the loo.. One of the glaring differences between ET and Mint is that, Mint doesn’t go overboard on
negativity. ET is very bullish during the bull phase and very negative during the Bearish phase. I found
Mint to do reporting and let readers make the choice. In true sense reporting.
I realized how the whole story of “Ashok Leyland cutting production of Commercial vehicle”, that
story merit a larger than life headline this January!!!!. Could retail investors have saved hard earned
money by understanding the impact of this news and pulling out of the market in January???
Well today’s most interesting story was about increasing NPA of Indian Banks, and how little
banks have to lend. This detailed article is a must read for all those who feel banking sector is out of their
lows as they are now quoting at 20 – 30% from their low. The worst is yet to come!!!
The PE ratios and the dividend yields of these scripts (PSU banks especially) look attractive today
but once we factor the possible profit erosion due to write-off’s of these NPA’s, how attractive these
ratio’s will be, is anybody’s guess….
Till then let’s look at depositing in these banks and not investing or borrowing…..
Yes…. I am contemplating subscribing to Mint also….

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10. Research Design
 Descriptive Research
 Used to describe market characteristics or functions.
 It assumes that the researcher has much prior knowledge about the problem situation.
 Descriptive research is characterized by the prior formulation of specific hypothesis
 Thus information needed is clearly defined, hence it is pre-planned & structured.
 Descriptive research is marked by a clear statement of the problem, specific hypothesis &
detailed information needs.
 A Descriptive research requires a clear specification of the 6 W’s: Who, What, When,
Where, Why & Way.
 Use of Descriptive Research
 To describe the characteristics of relevant groups, such as consumers, salespeople,
organizations, or market areas.
 To estimate the percentage of units in a specified population exhibiting a certain
behaviour.
 To determine the perceptions of product characteristics.
 To determine the degree to which marketing variables are associated.
 To make specific predictions

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11. Source Of Data
Primary Data
 Methods to use collect the data:- Interviews
 Instrument to use collect data:- Questionnaires
However, for a small-scale study, the most commonly used methods are interviews, survey
questionnaires and observations.
The primary data will be collected form the existing and new customer of MINT HINDUSTAN
TIMES LTD. Through a direct structured questionnaire.
Secondary Data
Data collected, Compiled or written by other researchers eg. Books, journals, and newspapers any
reference must be acknowledge.
Company profile, company registers, website and articles were used widely as a support to
primary data.

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12. Sampling Plan
 Sample unit: - The respondents are those who are reading The Economic Times/MINT.
 Sampling method: - Non probability method,
 Sample Size: - 100 respondents are from Vadodara City.

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13. Data Collection Method
 Data source: - Primary data (field survey)
 Methods to use collect the data:- Interviews
 Instrument to use collect data:- Questionnaires
 Area of research: - Vadodara city.

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14. Data Analysis & Interpretation
1. Which financial newspaper you are reading?
a. The Economic Time
b. MINT
c. Other
Particular Respondent %
The Economic Times 50 50%
Mint 30 30%
Other 20 20%
Total 100 100%
Interpretation
The respondent of The Economic Times is more, because it’s older then the MINT & is in existent
from around 25 year and the MINT is just introduced in 2007 then also it is market challenger. While
other financial newspaper like Business Standard, Financial Express etc are covering 20% of market share
in Baroda.
50%
30%
20%
The Economic Times Mint Other

~ 40 ~
2. Which form of newspaper do you prefer?
a. Offline (Paper Form)
b. Online(E-Paper)
Particular Respondent %
Offline (Paper Form) 75 75%
Online (E-paper) 25 25%
Total 100 100%
Interpretation
The respondent of the Vadodara are using 75% of the offline (Paper Form) and the 25% of the
online (E-paper). The reader of the online paper are those who are interested in the Stock market, and
need the continuous update of the news.
75%
25%
Offline(Paper Form) Online (E-paper)

~ 41 ~
3. How long have you been reading the selected newspaper?
a. less than 3 months.
b. 3 - 6 months.
c. 6 – 9 months.
d. 9 – 12 months.
e. More than 1 year
Particular
The Economic
Time % Particular Mint %
Less than 3 months 5 10%
Less than 3
months 2 7%
3 - 6 months 6 12% 3 - 6 months 4 13%
6 - 9 months 4 8% 6 - 9 months 1 3%
9 - 12 months 15 30% 9 - 12 months 8 27%
More than 1 year 20 40% More than 1 year 15 50%
Total 50 100% Total 30 100%
Interpretation
According to the respondent of The Economic Times & MINT, 40% are reading The Economic
Times more than 1 year & 50% are reading the MINT more than 1 year, 30% are reading The Economic
Times from 9-12 months & 27% are reading MINT from 9-12 months.
10%
12%
8%
30%
40%
The Economic Time
Less than 3 months 3 - 6 months
6 - 9 months 9 - 12 months
More than 1 year
7%
13% 3%
27%
50%
Mint
Less than 3 months 3 - 6 months
6 - 9 months 9 - 12 months
More than 1 year

~ 42 ~
4. Which section/edition of Mint or The Economic Times news you like?
Particular
The Economic
Times % Particular Mint %
News 10 20% News 5 17%
Corporate &
Company News 8 16%
Corporate &
Company News 7 23%
Market &
Economic News 7 14%
Market &
Economic News 4 13%
Financial News 10 20% Financial News 5 17%
Stock Related News 15 30% Stock Related News 9 30%
Total 50 100% Total 30 100%
20%
16%
14%
20%
30%
The Economic Times
News Corporate & Company News
Market & Economic News Financial News
Stock Related News

~ 43 ~
Interpretation
According to the respondent of The Economic Times & MINT, 30% are reading the Section of
Stock Related News in The Economic Times & 30% are reading the Section of Stock Related News in
MINT.
17%
23%
13%
17%
30%
Mint
News Corporate & Company News
Market & Economic News Financial News
Stock Related News

~ 44 ~
5. A large portion of the newspaper you are reading is covered with the
Advertisement.?
(Please tick anyone of the following)
a. Highly Agree
b. Somewhat agree
c. Neutral
d. Somewhat disagree
e. Highly disagree
Particular
The Economic
Times % Particular Mint %
Highly Agree 15 30% Highly Agree 5 17%
Somewhat Agree 10 20% Somewhat Agree 6 20%
Neutral 15 30% Neutral 9 30%
Somewhat Disagree 4 8% Somewhat Disagree 7 23%
Highly Disagree 6 12% Highly Disagree 3 10%
Total 50 100% Total 30 100%
Interpretation
According to the respondent of The Economic Times & MINT, 30% are Highly Agree for the
advertisement coverage in The Economic Times & 17% are Highly Agree for the advertisement in MINT,
30% are also Neutral in both The Economic Times & MINT regarding the advertisement coverage.
30%
20%30%
8%
12%
The Economic Times
Highly Agree Somewhat Agree
Neutral Somewhat Disagree
Highly Disagree
17%
20%
30%
23%
10%
Mint
Highly Agree Somewhat Agree
Neutral Somewhat Disagree
Highly Disagree

~ 45 ~
6. Please mark the satisfaction level in relationship of The Economic Times & MINT for Price,
Delivery Time, Supplement, Quality of Language, Quality of the newspaper?
Q6 Price
Particular
The Economic
Highly Satisfied 15 30% Highly Satisfied 7 23%
Somewhat Satisfied 10 20% Somewhat Satisfied 10 33%
Somewhat
Dissatisfied 12 24%
Somewhat
Dissatisfied 3 10%
Highly Dissatisfied 3 6% Highly Dissatisfied 2 7%
Total 50 100% Total 30 100%
Interpretation
According to the respondent of The Economic Times & MINT, 30% are Highly Satisfied
with the price of The Economic Times & 23% are Highly Satisfied with the price of the MINT, where
as 20% are Somewhat Satisfied with the price of The Economic Times & 33% are Somewhat Satisfied
with the MINT.
30%
20%20%
24%
6%
The Economic Time
Highly Satisfied Somewhat Satisfied
Neutral Somewhat Dissatisfied
Highly Dissatisfied
23%
33%
27%
10% 7%
Mint
Highly Dissatisfied

~ 46 ~
Q6 Delivery Time
Particular
The Economic
Somewhat
Dissatisfied 8 16%
Somewhat
Dissatisfied 5 17%
Total 50 100% Total 30 100%
Interpretation
According to the respondent of The Economic Times & MINT, 30% are Somewhat Satisfied with
the Delivery Time of The Economic Times & 20% are Somewhat satisfied with the Delivery Time of the
MINT, where as 30% are Neutral with the Delivery Time of The Economic Times & 36% are Neutral
with the Delivery Time of the MINT
20%
30%30%
16%
4%
The Economic Time
Highly Dissatisfied
17%
20%
36%
17%
10%
Mint
Highly Dissatisfied

~ 47 ~
.
Q6 Supplement
Particular
The Economic
Somewhat Satisfied 15 30%
Somewhat
Satisfied 10 34%
Somewhat
Dissatisfied 4 8%
Somewhat
Dissatisfied 3 10%
Total 50 100% Total 30 100%
Interpretation
the Supplement of The Economic Times & 34% are Somewhat Satisfied with the Supplement of the
MINT, where as 40% are Neutral with the Supplement of The Economic Times & 33% are Neutral with
the Supplement of the MINT.
18%
30%40%
8% 4%
The Economic Time
Highly Dissatisfied
20%
34%
33%
10% 3%
Mint
Highly Dissatisfied

~ 48 ~
Q6 Quality of Language
Particular
The Economic
Somewhat
Dissatisfied 6 12% Somewhat Dissatisfied 5 17%
Total 50 102% Total 30 100%
Interpretation
According to the respondent of The Economic Times & MINT, 30% are Highly Satisfied with the
Quality of Language of The Economic Times & 33% are satisfied with the Quality of Language of the
MINT, where as 32% are Neutral with the Quality of Language of The Economic Times & 27% are
Neutral with the Quality of Language of the MINT.
14%
30%
32%
12%
12%
The Economic Time
Highly Dissatisfied
10%
33%
27%
17%
13%
Mint
Highly Dissatisfied

~ 49 ~
Q6 Quality of Newspaper
Particular
The Economic
Somewhat
Dissatisfied 9 18% Somewhat Dissatisfied 6 20%
Total 50 100% Total 30 100%
Interpretation
the Quality of Newspaper of The Economic Times & 20% are Somewhat Satisfied with the Quality of
Newspaper of the MINT, where as 20% are Neutral with the Quality of Newspaper of The Economic
Times & 36% are Neutral with the Quality of Newspaper of the MINT
26%
30%
20%
18%
6%
The Economic Time
Highly Dissatisfied
17%
20%
36%
20%
7%
Mint
Highly Dissatisfied

~ 50 ~
15. Findings
 During the research I found that the there is some people are who is reading the MINT then the
other financial newspaper. Because the people are not aware of the MINT paper in the market as
they are aware of other newspaper.
 In today’s time where all people are having use of the Internet, so they are also reading the news
daily online only. But those who want to do the analysis of the particular report they are reading
the newspaper Paper Form only.
 As per my research the people who are reading the same newspaper form the longer time and
suddenly they can’t change the newspaper. Because the newspaper are the habitual product, so
they are can’t change easily.
 During the research the customer are asking what type of the section you will give us, because
they are only interested in particular section or edition only. So these are one type of needs & want
of the customer, which company has to fulfil their needs.
 During the research we find that the customers are also complaining about the large proportion of
the advertisement then the news given in the newspaper. So sometime the customer are not
interested to read the particular newspaper for longer time.
 We find that the price of the particular paper which they are reading is comfortable to them, but
the some customer are also telling the price of the particular newspaper for the Saturday and
Sunday was high then other day.
 The customers are complaint about the delivery of the MINT newspaper, because due to the
vendor problem also the customer are getting problem and they blame to the company.
 The supplement of MINT which the customer needs and the company is giving is good then other
newspaper.

~ 51 ~
 The quality of the language of the MINT then another financial newspaper is good. Because the
language which is given is easily understood by the normally people who known the English, but
the language which is giving in another financial newspaper which was given is high level
language.
 According to research the quality of the MINT newspaper is good then another The Economic
Times.

~ 52 ~
16. Limitations
Though this study was taken up with sincere effort to accomplish the objectives, there were
certain factors that held back the satisfactory completion of the same.
 The research was dependent on the information provided by the respondents. It may be biased.
 The study was confined to Vadodara City only.
 Interaction with the respondents was limited due to their busy work.
 There were chances that respondents will make assumptions while filling the questionnaire.
 100 people cannot give the picture of entire population living in Vadodara City.

~ 53 ~
17. Conclusion
 According to the respondent there are 50% are reading The Economic Times & 30% are reading
the MINT
 The edition most liked by the respondent is 30% stock related news in The Economic Times &
MINT, 23% are liking Corporate & Company News in MINT & 16% in The Economic Times.
 The MINT is attracting the customer by giving different types of gift and the good subscription to
the customer, rather than other financial newspaper.
 People are mostly satisfied with the product MINT, but the company must give quality services to
the customers who are not satisfied and also do the sales promotion schemes to increase the sales.
 MINT is growing in the media market tremendously. The finance news provided by MINT is
convenient and easy to understand in language.
 It is now “No2” in finance sector newspaper because of its marketing techniques and better
customer profiling.
 One can feel proud to do internship in MINT. It is one best medium to improve our marketing
skills of person.

~ 54 ~
18. Suggestion
From the study carried out and the analysis of the result obtained from the survey, the following
suggestions and recommendations can help the firm to improve upon the product.
 Give more job related advertisements.
 Come up with new creative advertisements.
 Build proper positioning in the minds of the readers.
 Give certain small vouchers package at the time of Diwali or any other festivals, to attract the
customer for longer period.
 Service check calls at regular intervals.
 Make some events with corporate & the customer of the MINT. To spread awareness of MINT.
 The company has to increase the awareness regarding the MINT newspaper in Vadodara cities.

~ 55 ~
19. Learning from the Project
Our work at MINT was of hard core selling with a research on consumer behaviour for the 45
days. We personally went to many corporate offices and got subscriptions for the company.
There were certain concepts which we had learnt during our academic year and were used in the
training period.
They were:-
(1) Relational Purchasing:-
Due to the loyal customer base Hindustan Times has, the new product got many
advantages, like consumers are already aware about brand and quality of Hindustan Times and its
services. The unbiased opinion and judgments, the authors and analysts had put the benchmark in
quality standards and occupied the mindshare of the customer. This boosts the new product sale a
lot and we have actually seen people buying the subscription due to their understanding of brand.
(2) Attractive Pricing:-
Hindustan Times had offered discount up to 30% in the price of yearly subscription of
product and services, aimed at increasing the market share. This special subscription rates
attracted a huge amount of potential customer.
(3) Sales Penetration:-
This is a calculation indicating how much of a particular market for a product or service
has been gained by the active sales.
(4) Customer Retentions:-
Retaining customer for long term transaction and not for a more then one time interaction.
(5) Network Marketing:-
The marketing of MINT through a network of agent of agent, is it household or corporate
networking.
(6) Achievement:-
I have done the sales of the MINT newspaper in Vadodara, I have done 13 subscription
during my Summer Internship Programme.

~ 56 ~
During the full project our learning was many. This was the very first experience for us in a
newspaper company. According to us working in the newspaper industry as a first experience has opened
many future lines for us. We have learnt the basics of management of a newspaper, distribution, sales,
space selling and marketing for sure

~ 58 ~
20. Questionnaire
Comparative Analysis of
Mint (Hindustan Times) & The Economic Times
My name is Vikrant Modi & I am student of management studying at Parul Inst. Of Mgt.
Research, Vadodara. I am conducting a survey on Comparative Analysis of Mint (Hindustan Times) &
The Economic Times. I would be great full if you would answer the questioner below and give your
views toward Comparative Analysis of Mint (Hindustan Times) & The Economic Times
On the basis of respondents reading the Economic Times / Mint (Hindustan Times) financial news
papers in English (at least one), they are asked the questions below.
1. Which financial newspaper you are reading?
d. The Economic Time
e. MINT
f. Other
2. Which form of newspaper do you prefer?
c. Offline (Paper Form)
d. Online(E-Paper)
3. How long you are reading the selected newspaper?
f. less than 3 months.
g. 3 - 6 months.
h. 6 – 9 months.
i. 9 – 12 months.
j. More than 1 year

~ 59 ~
4. Which section/edition of Mint or The Economic Times news you like?
Mint Section The Economic
Times
News. (eg )
Corporate & Company News. (eg
Company new police)
Market & Economic News. (eg Indian
economic and market)
Financial News. (eg Banking)
Stock Related News. (eg Share)
5. A large portion of the newspaper you are reading is covered with the
Advertisement.
(Please tick anyone of the following)
f. Highly Agree
g. Somewhat agree
h. Neutral
i. Somewhat disagree
j. Highly disagree
6. Please mark your satisfaction level in relation to following parameters:
[NOTE FOR MARKING]
A. MINT (Hindustan Times)
Factor Highly Satisfied Somewhat
Satisfied
Neutral Somewhat
Dissatisfied
Highly
Dissatisfied
Price
Delivery Time
Supplement
Quality of the
language
Quality of news
paper material

~ 60 ~
B. The Economics Times
Factor Highly
Satisfied
Somewhat
Satisfied
Neutral Somewhat
Dissatisfied
Highly
Dissatisfied
Price
Delivery Time
Supplement
Quality of the
language
Quality of news
paper material
Name:-..................................................................................
Gender:- .....................
Occupation:-.........................................................................
Income:- ........................................
Contact Detail:- ............................

~ 61 ~
21. Bibliography
 Company profile:-
(1) https://en.wikipedia.org/wiki/Hindustan_Times
(2) https://en.wikipedia.org/wiki/Mint_(newspaper)
(3) http://www.htmedia.in/brandPage_hindustan.aspx?Page=Page-HTMedia-Mint
(4) http://www.htmedia.in/Vision.aspx?Page=Page-HTMedia-Vision
(5) https://en.wikipedia.org/wiki/The_Times_of_India
(6) http://www.htmedia.in/brandSupplement_hindustan.aspx?Page=Page-HTMedia-
mintSupplements
(7) https://en.wikipedia.org/wiki/The_Economic_Times
 SWOT Analysis:
(1) http://www.mbaskool.com/brandguide/media-and-entertainment/5958-ht-media.html
(2) http://www.mbaskool.com/brandguide/media-and-entertainment/2306-the-economic-
times.html
 Literature Review:-
https://shivanandan.wordpress.com/2011/07/30/economic-times-vs-mint/
Article came in MINT November 13th
2008, Author by Shivanandan
 Book Reference
Authors:- Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha,
Book:- Marketing Management.
Pearson Publication House,
13th
Edition,
Published on 2012.

Comparative Analysis of MINT v/s The Economic Times

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