Times of India

THE PENETRATION OF SUBSCRIPTION FOR FEMINA AND FILMFARE
INDEX
SR. NO. PARTICULARS PAGE
NO.
01 EXECUTIVE SUMMARY 02
02 PREFACE 03
03 WHY MEDIA MATTERS ? 04
04 INDUSTRIAL ANALYSIS 07
05 PROBLEM OF THE INDUSTRY 10
06 FUTURE SCENARIO OF THE INDUSTRY 12
07 THE TIMES OF INDIA HIGHLIGHTS 13
08 A BRIEF HISTORY 15
09 STORY OF THE TIMES 17
10 SIZE AND FORM OF THE ORGANIZATION 19
11 AWARDS AND ACHIVEMENTS IN ADVERTISING 20
12 FUTURE PLANS OF THE COMPANY 22
13 VARIOUS DEPARTMENTS OF THE BCCL 23
14 RMD RESULTS & MARKETING DEVELOPMENT 24
15 PORTFOLIO OF BCCL 26
16 THE TIMES OF INDIA 28
17 THE ECONOMIC TIMES 32
18 FEMINA 36
19 FILMFARE 41
20 CURRENT TRENDS OF MAGAZINE INDUSTRY IN INDIA 47
21 RESEARCH METHODOLOGY 50
o RATIONALE OF THE STUDY 50
1
o RESEARCH PROBLEM 50
o RESEARCH OBJECTIVE 51
o HYPOTHESIS 52
o STRATAS 52
o SAMPLING PROCESS 52
o SOURCES OF DATA 53
o RESEARCH INSTRUMENT 53
o LIMITATIONS OF THE STUDY 54
o TABLES & CHARTS OF THE RESEARCH STUDY 55
o CONCLUSION OF THE RESEARCH STUDY 61
22 SALES PROMOTION OF FEMINA & FILMFARE 62
23 PROCESS OF PENETRATION FOR FEMINA & FILMFARE 64
24 SUGGESTIONS 70
25 EXTRA ACTIVITIES 71
26 BIBLIOGRAPHY 72
27 QUESTIONNAIRE 73
2
EXECUTIVE SUMMARY
The Iinal project at The Times oI India, Rajkot was very
inIormative and knowledge giving.
We have done Research Study on the Retention ratio oI
Subscription Ior Femina & FilmIare. The Research Study was
conIined to Rajkot City with a sample size oI 200.we have
primary data through questionnaire. We have also been provided
the data bank which we have used as secondary data.
At the end oI the Research study we have come to the
conclusion that 71 oI the previous Year`s subscribers wanted
to subscribe once again and also got the suggestions Irom the
subscribers.
AIter doing Research we penetrated one year subscription Ior
the Femina & FilmIare magazines in the Rajkot City through
personal selling.
There were some limitations also oI our Research study.
All the suggestions and Iindings might prove important to The
BCCL and helpIul to increase the penetration and awareness oI
Femina & FilmIare.
3
PREFACE
In today`s era oI cut-throat competition MBAs are sure to have
an edge over their counter parts.
During Post Graduation in Business Administration program,
students come in direct contact with the real corporate world
through Industrial Training. An MBA program provides its
students with an in-depth study oI various managerial activities
that are perIormed in any organization.
A detailed research/analysis oI managerial activities conducted
in various departments like Iinance, marketing, human
resources, production, credit management department, etc. gives
the student a conceptual idea oI what they are expected to
manage, how to manage and how to obtain the maximum output
through minimum inputs oI resources available and how to
minimize the wastage oI resources.
As a PGDBM student, I have taken my industrial Training in
Bennett, Coleman & Co. Ltd. The Times oI India-Rajkot
Branch.
4
!" #$%&' #'(($)*+
All our images, impressions, inIluences, idols & ideas as
children and grown ups have been inIluenced by some media or
another. Books, comics, television, hoardings, radio, Iilms,
magazines, newspapers, and internet-they are the things that
bring new ideas, exciting discoveries or new people into our liIe.
That is why media matters; because by touching our lives it
generates roughly Rs. 246 billion in revenues and employees
several million people. Since it is such a staple oI our lives,
media is one oI the most exciting industries in India today.
Films, music, news, cricket, and other events all keep increasing
the demand Ior more media and vice versa. News, Ior example,
has been some phenomenal changes in the recent past. We can
now get it live on television, on the internet and on the mobile
phone through SMS.
The Indian media business is today more vibrant and happening
than those in developed markets Ior two reasons:
First, because we are a large, young market that
consumes huge amount oI inIormation and
entertainment. The experience oI internet and mobile
phone companies gives startling prooI oI them.
Second, we have a large base oI proIessionals,
artistes and Iilmmakers who will eventually Irom the
base Ior exporting large amounts oI entertainment
and media products. India animation Iirms like Crest
or Pentamedia do work Ior global majors. On the
other hand our creative people, like Shekhar Kapoor
or A.R. Rahman, Amitabh Bachchan, Naseeruddin
5
Shah or Om Puri are well-know manes on the global
circuit.
That is why media matters, it matters to Indian as a consume
class because oI the sheer power and inIluence it has. The
images that you see on Aaj Tak or Star News or the analysis in
Outlook or the investigation by ndian !"press are the most
powerIul mind stimulants.
6
PRESS
IN T,E -EGINNING AS T,E ORD. AND T,EN
T,ERE AS T,E NES.
Newspapers are among the oldest oI services, yet they come up
with a new act every morning. He Newspaper business works in
a cauldron oI contradiction. Its liIe breadth is today but it must
be inIormed by the past, state the implication Ior the tomorrow
and be prepared to answer Ior its analysis at any time in Iuture.
Driven by the Consumers in this buyers market the newspaper
must shake up a cocktail oI politics, business, society and
entertainment. It must condense 24 hrs into 20 minutes that the
reader will devote to the newspaper. It must bring excitement to
the mornings and provide treasure oI reading.
GUIDING PU-LIC OPINION -Y ,AND IT MUST
NEVER LOOSE ITS ,EAD
In the 90`s industry grew, and learnt to come to grips with
another revolution that threatened to short circuit it even as it
sought to plug India into the global market. The liberalization oI
the economy gave business a power that could impact to politics
as never beIore.
7
I/%0*()" '/'1"*&* 2 P3*&(&3/ 34 3)5'/&'*'(&3/
INDIAN PU-LIS,ING6 R$7$/0$
(Rs. Crore)
Bennett, Coleman and Company (BCCL) 1,808
Jagran Prakashan 500
The Hindu 453
Eenadu 418
HT Media 418
Living Media India 324
Malayala Manorama 305
Dainik Bhaskar 300
Indian Express Publication (Mumbai) 250
Matrubhumi 152
Express Publications (Madurai) 121
Sakal Group 120
Deccan chronicle 116
8
Mid-Day Multimedia 93
T,E TOP 10 DAILIES6
NAME CIRCULATION READERS,IP
Dainik Jagran 19, 10,562 1, 64, 03,000
The Times oI India 18, 81,943 70, 98,000
Dainik Bhaskar 14, 04,794 1, 34, 22,000

Malayala Manorama 13, 09,052 92, 07,000
Hindustan Times 11, 07,390 31, 54,000
Eenadu 10, 39,276 81, 11,000
Anand Bazar Patrika 10, 35,703 51, 18,000
The Hindu 9, 89,157 27, 43,000
Lokmat 8, 84,411 72, 84,000
Rajasthan Patrika 8, 04,043 59, 12,000
9
INDIA8S TOP MEDIA COMPANIES
RAN9 COMPANY -USINESSES
1 Bennett & Coleman Publishing, events, music, radio mirchi
2 Star India Television and radio broadcasting
3 Zee TeleIilms Broadcasting, cable
4 Eenadu Publishing, Television & Broadcasting
5 Sony Entertainment
Television
Broadcasting
6 Hindustan Times Publishing
7 The Hindu Publishing
8 Sun TV Television, Radio, Cable
9 Prasar Bharti Radio & Television Broadcasting
10 Malayala Manorama Publishing
11 The Indian Express Publishing
12 Dainik Bhaskar Publishing, Cable
6SOURCE:
-USINESS ORLD
28 MARC,. 2005
10
PRO-LEM OF T,E INDUSTRY
Every industry is aIIected by one or other problems, which
eIIect its growth and Iorce to develop new and new strategies
and monitor the environment oI the industry to maintain the
position in the market. So the problems, which are aIIecting the
newspaper industry, are: -
New companies are entering the market.
Globalization can bring Ioreign media houses to enter in
India and aIIect the Indian publishers.
Change in technology makes the companies to update their
printing process, which may prove expensive to the
companies.
Low literacy among the citizens oI the country aIIects the
industry as the People cannot read the newspapers due to
illiteracy and only 30 oI the market is covered by the
newspaper industry so still more amount oI potential is to be
tapped by the companies.
11
Low awareness Ior necessity to read newspapers is also one
oI the problems oI the industry.
Many new medias like TV and magazines have come up
which provide the same inIormation as the newspaper and
updated so people are more inclined towards these mediums
and this eIIects the industry.
FUTURE SCENARIO OF T,E INDUSTRY
12
All our images, impressions, inIluences, idols and ideals as
children and grown ups have been inIluenced by some media or
another. Books, comics, TV, hoarding, radio, Iilms, magazines,
newspapers, the internet- they are the things that bring new
ideas, exciting discoveries or new people into our lives. News
Ior example, has seen some phenomenal change in the recent
past. You can now get it live on TV, on the Internet and on the
mobile phone through SMS.
The Indian media business is today more vibrant and
happenings than those in developed market Ior 2 reasons.
1. We are a large, young market that consumes amount oI
inIormation and entertainment. The experience oI Internet
and mobile phone companies gives starting prooI oI that.
2. We have large base oI proIessionals, artistes and
Iilmmakers who will eventually Irom the base Ior
exporting large amounts oI entertainment and media
products.
13
14
,IG,LIG,TS
Name oI the unit : The Times oI India
Address oI the unit : BENNET, COLEMAN & CO. LTD.
Sterling Apartments, Jawahar Road,
Rajkot 360001
.
Registered OIIice : The Times oI India,
Daryaganj, Delhi
Head OIIice : The Times oI India,
D N Road, Mumbai
Established Year : 1838
Form oI Organization : Limited but not public listed, as major
Shares are with Jain Iamily, it can be
Called Proprietary Concern.
Size oI Organization : Large Scale Industry
Promoter : Bennett & Coleman
Banker : HDFC
Chair Person : Mrs. Indu Jain
Vice Chairman : Mr. Sameer Jain
Managing Director : Mr. Vineet Jain
15
A -RIEF ,ISTORY
16
The Iirst edition oI The Bombay Times and Journal oI
Commerce, later to be called The Times oI India, was launched
in Mumbai in 1838. AIter several years oI changes evolution
and growth in the paper`s character, Bennett, Coleman & Co.
Ltd., the proprietors oI The Times oI India Group, was
established with the principle objective oI publishing
newspapers, journals, magazines and books.
Today, Bennett, Coleman & Co. Ltd. is India`s largest media
house. The Times Group is a multi-edition, multi-product,
multi-media organization, and to credit several leading
publications. Among the publications are the Times oI India,
The Economic Times, Navbharat Times, Maharashtra Times,
Femina & FilmIare. The Group also has interest in the
entertainment and media industry in the Iorm oI Radio Mirchi,
Planet M, Times Music and Times Multimedia and Times TV.
Recently Times TV has launced channel ZOOM.
17
STORY OF T,E TIMES
1838 The Bombay times and the Journal oI commerce
with Brenann as editor, published on Wednesday and
Saturday
1839 George Buist is new editor
1850 Converted into a daily
1852Absorbs The Bombay standard and Bombay telegraph
courier
1857 Buist ousted aIter proposing harsh and bloody
reprisals against Indians was Iollowing the revolt
1857.
1860 Bombay Times aggress to sell Reuters in India
1861 Name changed to The Times oI India and editor as
Robert Knight

1890 Editor Henry Curwen buys The Times oI India in
partenrship With Charles Kane
1892 Bennett becomes the editor, joins with
Coleman to Iorm a joins with colman to Ior a
joint Stock company Bennett Coleman &
Company
1907 First price war Decrease Irom 4 annas to 1 anna and
circulation Rises by 5 times
1946 Ramkrishna Dalmia buys Ior Rs. 2 Crore
18
1950 Son in law Shanti Prasad Jain gets BCCL as dowry,
Delhi Edition launched, K. Gopalswami Iirst Indian
editor
1952 FilmIare launched
1959 Femina launched
1961 The Economic Times launced
1972 Illustrate weekly launced
1984 Sameer and Vineet joined BCCL
1986 Arun Shourie becomes the new editor aIter Girilal
Jain
1991 BBC Ieature The Times oI India among world`s 6
great newspaper
1993 BCCL starts producing Television soItware
1996 The Times oI India crosses 1 million mark in
circulation
1998 BCCL enters music soItware with Times music
1999 Indiatimes.com launched, BCCL wins bid Ior 12 FM
channel,BCCL, enters music retail business with
Planed M
2000 The Times oI India crosses 2 Million in circulation
2001 Kandivali press was awarded the global ISO 9001-
2000 certiIicate. It was the Iirst company to receive
this honor.
19
SI;E 2 FORM OF ORGANI;ATION
In every country, Government adopts diIIerent polices in
measuring the size oI the unit. The Indian Government has
adopted the basis oI investment to measure the size oI a business
Iirm.
The unit can be divided into three categories:
Small Scale Industry
Medium Scale Industry
Large Scale Industry
The unit having investment up to 3 crore is known as Small
Scale unit. The unit having investment between 3 crore to 5
crore is known ass Medium Scale unit. The unit having
investment more than 5 crore is the Large-Scale unit. So The
Times oI India comes under Large Scale category.
The business can be mainly classiIied under:
Sole Proprietorship
Partnership Firm
Joint Stock Company
Private Limited Company
As The Times oI India is Limited but not Listed Company, and
the whole business is handled by shareholders. Major shares
owned by Iamily members. So it can be said that The Times oI
India is a proprietorship Iirm.
20
AARDS AND AC,IEVEMENTS IN
ADVERTISING
What does it take to collect trophies Ior outstanding campaigns
years aIter years? Is it the copy, the picture the media mix?
What`s the note that commands a standing ovation at award
Iunctions the world over?
The answer is simple It is the piece oI communication that
touches a chord that wins. The Times oI India campaigns are a
perIect example oI this Iact. It has always been able to reach out
to every man Irom the one on the streets to the one in the ivory
tower. The reach deIines the demographic proIile. The
campaigns have spanned the celebration oI liIe. Whatever it is
but the common thread is the distinct style. The group has gone
to win award aIter ward Ior print television commercials and
even the radio sports. Both at the national and the international
level, the group has continued to leave an indelible mark on the
advertising Iraternity.
T!$ '<')%* )$=$&7$% >" (!$ 5)30? ')$ '* 43113<*:
1. 'The Masthead oI India campaign bagged 2 bronze
Clio award, the most prestigious in advertising
industry.
2. The corporate campaign oI '50 years oI Freedom
which has stirred deep emotions oI pride, happiness
and patriotic joy bagged an Abby gold.
3. The Times oI India is the oIIicial Cannes
representative in India.
21
4. Silver` Ior the campaign Ior the year at Asia PaciIic
in the year 1999.
5. Gold` Ior the campaign oI the year at AAAI in the
same year.
6. A Gold Abby Ior the best continuing campaign and
silver Ior the advertiser oI the year and the showcase
oI the year in the year 2000.
7. A Gold Abby Ior Navbharat Times Evil eye campaign
in the year 2001.
8. A Silver Ior its Maharashtra Times single press
campaign at Abby 2002 and Iour joint silvers Ior
Navbharat Times and The Economic Times Ior
corporate excellence.
The group has on its shelves a proud display oI the various
awards: London International Advertising Awards, A & M
Awards, Aaren Awards.. And the list goes on Ior the group.
22
FUTURE PLANS OF T,E COMPANY
As already the company is a very big conglomerate with variety
oI businesses, but right now also the BCCL group is planning
Ior:
4channels on TV
Financial portal providing Iinancial solutions ranging Irom
personal, auto and home Iinance to short loans.
Even an exchange Ior Iinancial products like Credit cards.
The Company is planning Ior an Indian edition oI Wall street
journal.
The Company is also planning to have JV with BBC Ior
magazines and events.
23
VARIOUS DEPARTMENTS OF -CCL
-CCL
PRODUCT MARKETING SUPPORT
EDITORIAL RESPONSE FINANCE

SYSTEM
PRESS RMD HR
Most oI the Iunctional activities are centralized. At Rajkot
(Sub OIIice) only Iour departments are based there i.e.
Response
RMD
Editorial
Times TV (ZOOM)
24
RESULTS AND MAR9ETING DEVELOPMENT
RMD P,ILOSOP,Y OF -CCL :
'WE ARE IN THE BUSINES OF ADVERTISING.
OUR PRODUCT IS AUDIENCE.
THE MOST IMPORTANT FUNCTION OF RMD IS TO
GENERATE @UALITYARELEVANT AUDIENCE.
FOR US AUDIENCE IS PEOPLE WITH
LIFESTYLE
ASPIRATION
DISPOSA-LE INCOME
WE DELIVER THIS AUDIENCE TO RESPONSE WHO
SELLS IT TO ADVERTISERS.
ALSO WE BELIEVE MAINTAINNING @UALITY IN
ADVERTISERS.B
25
,IERARC,ICAL STRUCTURE OF T,E RMD DEPT. AT
T,E TIMES OF INDIA
Director
Vice President
General Manager
ChieI Manager
Senior Manager
Manager
Assistant Manager
Senior OIIicer
OIIicer
Executive
Trainee
26
PORTFOLIO OF -CCL
27
BCCL
COMPAN
Y
Femina
Planet M
Times
Music
Times FM
Maharashtra
Times
The Times
oI India
Indiatimes.
com
FilmIare
The
Economic
Times
Navbharat
Times
28
T,E TIMES OF INDIA is Irom Bennett & Coleman Co.
Ltd. It is a 160-year-old publishing house. It is world`s 10
(!
largest publishing house and country`s best selling English
newspaper. From N37$#>$) 3
)%
1938 it has been a symbol oI its
times. The Iirst editor oI Times is Dr. J.E.Brennan.
T!$ T&#$* 34 I/%&' &* I/%&'C* 1')5$*( *$11&/5 %'&1".
I( &* '1*3 (!$ 1')5$*( D0'1&(" E/51&*! %'&1" <3)1%<&%$.
Since its inception in 1838, The Times oI India has
established Ior itselI a strong identity as a credible and widely
respected daily. Its Iactual reporting and balanced views have
made it the true view oI the people oI India.
I/ 1991. (!$ --C *$1$=($% T!$ T&#$* 34 I/%&' '* 3/$ 34
(!$ <3)1%8* *&E 5)$'($*( /$<*?'?$)*.
29
The Times oI India is published in nine editions Irom
Mumbai, New Delhi, Bangalore, Ahmedabad, Calcutta,
Hyderabad, Pune, Lucknow and Patna. It has a total readership
oI more than Iive million all over India, making it a truly
national newspaper.
Among its readers are decision-makers, business leaders,
government executives, politicians, trendsetters, the
intelligentsia and the aIIluent. The Times oI India: Not just a
newspaper, an Institution.

160 year brand
Largest circulated English publication in the world
India's largest read and circulated daily India's Ioremost
English daily with 9 main editions, TOI - Mumbai, TOI -
Delhi, TOI - Bangalore, TOI - Kolkatta, TOI - Pune, TOI -
Hyderabad, TOI - Lucknow and TOI - Ahmedabad.
On January 22, 1996 The Times oI India became the Iirst
media house in the country to oIIer advertising agencies
access to an all encompassing soItware package Ior
30
advertising space reservation, scheduling, billing and
credit reservations 21 lakh plus copies printed everyday
Reaches nearly 56 lakh plus readers every morning
Adds 1600 new readers everyday
Reaches 31 percent oI all English daily newspapers
More than halI oI TOI readers belong to SEC A
8 out oI every 10 TOI readers belong to SEC B
UNCOMMON LAXMAN:
A paper oI record. Reportage, analysis, about 3 million
miles oI newsprint used annually. And a Iront page cartoon,
which is only single column wide and 5 cm deep, but which
can hold its won with all these strengths oI the paper. The
31
legendary cartoonist R.K.Laxman is a national treasure, yes, but
valued most oI all in The Times oI India building itselI.
A collection oI Laxman`s cartoons, The Eloquent Brush`,
joined seven oI the other lavish books published by The Times
on its 150
th
anniversary. In India`s golden jubille year, Laxman
also completed 50 years with the paper. A portIolio oI his
amazing contribution too marked this occasion, `50 years oI
Independence through the Eyes oI R. K. Laxman`.
Laxman`s common man has become an icon oI The Times
oI India. And its metaphor: both represent an uncommon genius
in retaining the common touch.
32
T,E ECONOMIC TIMES
The Times oI India had always been the Iirst paper oI the
country`s movers and shakers, and since nothing moves and
shakes with greater impact than business, on March 5,1961,
Bennett Coleman & Company Limited launched T,E
ECONOMIC TIMES, devoted exclusively to this powerIul
driving Iorce. In the very Iirst decade, The Economic Times had
to prove that it had what it took to guide business through the
country`s most hazardous economic mineIield since
independence. It is now ranked in terms oI circulation among
(3? 3 business dailies in the world. The Economic Times, along
with India, moved into the global arena, becoming compulsory
reading Ior anyone hoping to tap into what Morgan Stanley
33
anointed as The best Market in the World`. It has kept its
balance through the heady ride, never Iorgetting the philosophy
oI its Iounder Shanti Prasad Jain, That there is always the other
side oI the economic issue.`
Today, ET has moved out oI the specialist domain oI an
exclusive business paper to a complete paper. It has value
additions, C3)?3)'($ %3**&$) '/% -)'/% ED0&(". extend its
reach, bridging executive oIIice and liIestyle. ET has started
with -)'/% ED0&(" D0&F in 1991 at Bangalore and it has spread
Irom 20 teams to 429 teams in the year 2000. The teams were
Irom Banks, Mutual Iunds, IT companies besides advertising
agencies. There is The Economic Times intelligence group
(ETIG) which has always tried to provide value-added services
to the readers. It aims to oIIer quality research through reader
Iriendly books, CD ROMs, B2B magazines and the website
www.eintelligence.com.
The group has released, among others, a knowledge series
on investment, Retail, Entertainment and Health, each one
targeting a speciIic segment oI the business community. T!$
E=3/3#&= T&#$* A<')%* 43) C3)?3)'($ EE=$11$/=$ is the one
event that brings the best and brightest minds oI corporate India
together at one venue. These awards were instituted in 1998 to
34
honor Men, Women and organizations that have made a
Iundamental diIIerence to the way business is done.
SOT ANALYSIS OF T,E TIMES OF INDIA 2 T,E ECONOMIC TIMES
STRENGT,:
Largest media conglomerate in India.
2
nd
largest business daily oI world.
No competition Irom 2
nd
compet.
Very eIIicient media and marketing
strategy.
Superior print quality.
Very strong brand equity.
EA9NESS:
Language is a barrier to increase
visibility and availability.
At some places the marketing strategy
is not eIIective.
OPPORTUNITY:
Tremendous opportunity to penetrate
untapped and unaware market.
Opening up oI Indian economy has
created vast opportunities in the Iield
oI media and publishing.
T,REATS:
Indirect competition Irom Business
magazines.
Increasing number oI satellite news
channels.
Indirect competition Irom business
supplements oI general newspapers.
35
A newspaper house is like a product if its not fresh its
dead:
In 1988, the 150
th
year oI times it had moved to Kandivali,
a suburban location in Mumbai, which is sprawled oI over 14
acres, the state oI art press oI The Times oI India unleashes a
daily Tsunami oI 70,000 copies oI a 48 page paper or 1,40,000
copies oI a 24 page paper in an hour.
The people who wrote Ior times were legends Irom
Winston Churchill, Adolph Hitler, Vikram Sarabhai, to Sunil
Gavaskar, Indira Gandhi, J R D Tata, Mahatma Gandhi and the
list goes on and on.
36
F$#&/'
Gender has been on the agenda oI India's change, with as
Iar - reaching an impact as its economic overdrive. Femina has
mapped that evolution in all its maniIold dimensions ever since
the Iirst copy rolled oII the press.
The Iortnightly magazine did not merely respond to the
new Indian woman, it played a dominant role in creating her.
It has resisted the trap oI shrill Ieminist war mongering and
reIused to succumb to air - headed Irivolity. It revels in serious
debate as much as in sinIul desserts. It balances ambition and
tradition. It attends a client meeting or that oI the PTA. It
dresses up and gives a dressing down.
37
M&**&3/
To meet to the needs, expectations and interests oI
generation w... the women oI tomorrow.
Y$') 34 L'0/=!
1959
M&1$*(3/$* '/% A=!&$7$#$/(*
Forty years oI existence
Femina Miss India Contests & multiple victories.
Annual Issues
Special Ieatures
CIRCULATION
1.22.200 GA-C HD 2004I
-RIEF INFORMATION
Fortnightly.
4 split runs - Mumbai / Pune, Delhi, Kolkata, South
India's largest read and circulated women's magazine
Controls 43 percent oI the combined woman oriented
magazines
38
49 percent oI these readers live in the country's 8 metros
50 percent oI the readers belong to the age group 20 to 34
years
42 oI the magazine readers belong to SEC A and B
Femina has been a companion to the Indian women
through her journey Irom being the submissive housewiIe
to becoming the independent decision-maker.
Besides dealing with issues related to women make up
tips, Iashion, recipes, child care, accessories and handy
tips aid the multi Iaceted Indian women
Femina Girl's aimed to split the 15 - 19 years old girls was
launched in 2002 as a monthly and is present in 8 metros,
Mumbai, Delhi, Kolkatta, Chandigarh, Bangalore,
Hyderabad, Pune and Ahmedabad
Reader proIile is an extension oI the Femina reader - SEC
A and B and mostly living in Metros
SuccessIul brand extensions like the Femina Miss India
Contest, Femina Clothes Show and Femina Bridal Show
help integrate the brand with the dynamic woman oI today
39
SOT ANALYSIS
OF
FEMINA
STRENG,TS:
A magazine- which is totally devoted to women.
Its coverage- the aspects like Iashion and beauty,
relationships, health, selI-development etc.
Its look- Indian in spirit but international in outlook and
presentation.
Its content- as it provides a wide-angle view oI the Indian
women`s world.
EA9NESSES:
Its language English language is a barrier especially in
sauarashtra and kutch region.
Its target people it is targeting to the upper middle and high
class oI the society. Its content includes Iashion & beauty that
can be said Ior the high class & upper middle class people
only. So the lower middle and lower class people would be
Ieeling separated Irom the product.
40
OPPORTUNITY:
As one oI the considerable limitations oI the magazine is its
language, it could be launch in other local & Hindi languages.
By this way an untapped market oI saurashtra and kutch can
be covered.
New articles can be included Ior the lower & lower middle
class people oI the society.
Detailed and inIormative content is also another aspect that
can be made much more impressive.
T,REATS:
More and more channels on television are launching in this
days on Iashion and beauty so they are satisIying needs oI the
people Ior the same.
Newspaper war introduces more and more supplements with
their mother copy so people are IulIilling their needs.
Government increases FDI upto 26 so the Ioreign
businessman will also enter in this segment oI the media
industry.
41
FILMFARE
Nothing powers popular culture like the Hindi Iilm. It is
the only products with a pan - India market: the one arena that
transcends diIIerences oI language, region, religion, class,
gender and age.
It's the largest Iilm industry in the world and its superstars
are household names in homes that don't speak a word oI Hindi,
even among people who know nothing else about India.
42
In India, a country where Iilms inIluence almost everyone,
FilmIare has taken its own inIluence on the industry very
seriously.

M&**&3/
To bring out a Iilm-based magazine that gives out the latest news
about the happenings in the Iilm industry.
-)&$4 I/43)#'(&3/
Launched in 1952 to satisIy the need to Iamiliarize the cine
stars to their multitudes oI adoring Ians.
India`s largest read Film magazine
Second largest read English magazine in India
Monthly magazine. 6 split runs Mumbai / Pune, Delhi,
Kerala, Tamil Nadu, Hyderabad, Karnataka.
Dramatically changed in 1992 to make it selI more
contemporary, colourIul , stylish & reader Iriendly
Added the revolutionary Iree products samples with it`s
issues that delighted both advertisers and readers alike.
FilmIare award, a brand extention that is not only successIul
but also a brand in it selI.
C&)=01'(&3/
1,35,288 (ABC JD 2004)
43
M&1$*(3/$* 2 A=!&$7$#$/(*
F&4(" "$')* 34 $E&*($/=$ - which goes to show the popularity
and acceptance oI the magazine by the readers.
F&1#4')$ '<')%* - The widely recognized, acclaimed and
star studded event graces the best in the industry with
awards year aIter year. This year the awards donated its
proceeds Ior the rehabilitation oI the quake ravaged Gujarat.
A//0'1 &**0$* - The FilmIare Annual Issue is brought out to
celebrate it's anniversary ever year which makes delightIul
reading with great pictures.
S?$=&'1 4$'(0)$* - like the FilmIare Cookbook and Women
oI 98 etc. are special issues addressing speciIic topics that
are oI interest and arouse the curiosity oI readers are brought
out on a regular basis
S!')$% 7'10$*
U/>&'*$% )$?3)(&/5 - covering both point oI views in any story.
44
To ='($) (3 (!$ /$$%* '/% $E?$=('(&3/* 34 (!$ )$'%$)* through:
Carrying /$<* >'*$% stories.
Writing Ieatures that are *!3)( and make $'*" and $/J3"'>1$ reading.
EE?$=($% >$!'7&3)
A1$)(/$** journalists are expected to have their ears to the
ground in order and to cover the stories Irom a
unique/diIIerent angle.
C3/*=&$/(&30* - The staII is expected to be hard working
and dedicated.
R$501') In terms oI timely reporting oI stories and also
attendance.
A>&1&(" (3 %$1&7$) =3?" 3/ (&#$ - meeting deadlines is
crucial and critical to the business thereIore sticking to set
timelines is expected Irom the staII.
SOT ANALYSIS
OF
45
FILMFARE
STRENG,TS:
A magazine- which is totally devoted to bollywood.
Its coverage- it gives inIormation oI bollywood with gossip
and real liIe story oI stars.
This magazine creates a brand in Film industry by their award
that is like Oscar Ior bollywood.
FilmIare is the most authentic magazine on bollywood issues.
Attractive price skims.
EA9NESSES:
Its language English language is a barrier especially in
sauarashtra and kutch region.
Its target people it is targeting to the upper middle and high
class oI the society. Its content includes Iashion & beauty that
can be said Ior the high class & upper middle class people
only. So the lower middle and lower class people would be
Ieeling separated Irom the product.
It covers only bollywood-related news and inIormation so
reader can`t get any other inIormation Irom this magazine.
46
OPPORTUNITY:
As one oI the considerable limitations oI the magazine is its
language, it could be launch in other local & Hindi languages.
By this way an untapped market oI saurashtra and kutch can
be covered.
It can be launched twice in a month.
Detailed and inIormative content is also another aspect that
can be made much more impressive.
T,REATS:
More and more channels on television are showing now
programmes related to bolloywood so they are satisIying
needs oI the people Ior the same.
Newspaper war introduces more and more supplements &
special articles oI bollywood with their mother copy so
people are IulIilling their needs.
Government increases FDI upto 26 so the Ioreign
businessman will also enter in this segment oI the media
industry.
47
CURRENT TRENDS OF MAGA;INE
INDUSTRY IN INDIA
The National Readership Study 2005 (NRS-2005) is
anything but only a readership survey. In the process oI
measuring who reads what in India, the survey has given the
advertiser and media industry a much closer look at their
changing consumer and the growth in all the other mediums.
The survey reveals that the penetration oI colour television
makes the growth rate oI satellite and cable industry very high.
However the trend Irom NRS 2005 shows newspapers yet
don`t have much to worry. In the last three years, iI any thing,
the reach oI press has increased Irom 179 million to 200 million.
The medium continues to grow, adding 21 million readers
between 2002 and 2005, where there are nearly as many as
urban readers (101 million), as there are rural (98 million) ones.
The time spent on the press medium itselI has increased
over the years. Today, the average urban adult spends 42
minutes per day reading dailies and magazines and 1 hour 42
minutes watching TV. Three years back the average reading
time was 32 minutes and the average viewing time was 1 hour
40 minutes. This in eIIect means that print media has increased
its share oI the day expanse. What cannot be missed in this
48
entire deal is that newspapers have driven the growth in the
readership base. The dailies readership base has increased Irom
155 million in 2002 to 176 million. A key reason can be
associated with the Iact that NRS 2005 has also recorded a
literacy growth, despite the stringent literacy deIinition oI the
ability to read and understand any language. Literacy has risen
Irom 62.5 to 70.6, growth coming more Irom rural areas
than urban areas.
The NRS 2005 shows that magazine industry shown a
decline, with exception oI magazines Irom the times group, the
India today group, Newsweek and so on. Much oI the overall
Iall can be attributed to not just the satellite growth but also the
Iact that newspapers are increasingly serving the purpose oI
magazines with the supplements.
In short, Newspapers have, on the whole shown a Iurther
acceptance. What however cannot be missed is the Iact in most
cases, only the large players like The Times group & The
Hindustan Times group have grown Iurther. Most small players
have lost some ground.
Even as magazines on the whole show a substantial Iall,
the ones that have managed to buck the trend are large
magazines like the Newsweek, Sportstar, India today, Femina &
FilmIare, Mayapuri and Saptahik Bartaman.
49
MEGAZINE SUPPLY
WOMEN'S ERA 125
FEMINA 310
COSMOPOLITAN 50
ELLE 50
FILMFARE 240
STARDUST 125
SOCIETY 50
SUPPLY OF FASHION MEGAZINES IN
RAJKOT CITY
WOMEN'S ERA
FEMINA
COSMOPOLITAN
ELLE
FILMFARE
STARDUST
SOCIETY
The above chart and graph is supply oI Iashion magazines
in Rajkot city. One can clearly observed that the market share oI
both The Times Group products Femina & FilmIare are Iar
higher than the other magazines. From above Iigures we can
conclude that despite the overall Iall in the magazine industry
these two magazines are sustaining their position in the entire
market.
50
RESEARC, MET,ODOLOGY
RATIONALE OF T,E STUDY:
The research will be very eIIective to Iind the reading habits
oI the Rajkot City at large.
It will help us to know the brand awareness oI Femina and
FilmIare in the industry.
It will help us to know the Iactors Ior retention oI
subscription oI Femina and FilmIare.
It will give an insight Ior increasing the penetration oI
Femina and FilmIare.
RESEARC, PRO-LEM:
Femina and FilmIare are the India`s largest selling
magazines in its category. Even in the Rajkot city they are no.1
in its category. However due to other local language magazines,
they are Iacing a challenge in the local market.
The research problem is mainly 'concerned with the
identiIying the Iactors Ior the subscription oI Femina and
FilmIare among the citizens oI Rajkot City. And also what are
the diIIerent means to penetrate the subscription or promote the
sales.
51
In the project, we have tried to identiIy how to increase
the penetration oI the Femina and FilmIare among the diIIerent
readers oI the Rajkot City. This research was mainly concerned
to the present subscribers by diIIerent criteria like age and
income group, occupation and qualiIication oI the readers, the
other probable readers etc. this also include the Ieedback oI the
readers about the article oI their interest as well as the changes
they want. We will also try to Iind out major reasons oI why
subscriber wants to stop subscribing.
RESEARC, O-HECTIVE
To study the retention ratio oI previous year`s subscribers at
Rajkot city.
To study the brand preIerence oI Femina & FilmIare
magazine in the magazine category.
To study the reading habit.
To study the market size oI magazine in Rajkot City.
To take suggestions Irom respondents to increase the
penetration oI Femina & FilmIare.
52
,YPOT,ESIS:
The retention oI subscription ratio will be positive at the end oI
our research study.
STRATAS
Sampling is done in systematic sampling manner.
The stratas are as under:
ProIessionals
Students
Consultants
House WiIe
Business proIessionals
Salaried
SAMPLING PROCESS :
S'#?1&/5 U/&7$)*$ : Rajkot City
S'#?1$ S&F$ : 200
S'#?1&/5 ?)3=$%0)$ : Systematic Sampling
53

SOURCES OF DATA
The sources oI data are: -
Primary Data : -
Primary data consists oI original inIormation gathered Ior
this speciIic purpose.
Secondary Data : -
Secondary data consists oI inIormation that already exists
somewhere and have been collected Ior some other purpose. It
gives low cost and ready availability oI the data to the company.
Here secondary data is through internally sources oI the
company Irom sales Iigure, data bank oI the respondents etc.
companies generally rely on both sources oI data.
RSEARC, INSTRUMENT
The research instrument in this study is a structured
questionnaire to be Iilled by the respondents. The questions are
both open-ended and close ended to have a Iree opinion Irom
the respondents.
54
LIMITATIONS OF T,E STUDY
The respondents may not give correct answers due to
personal bias.
The sample size oI 200 is very limited. It is around 33 oI
the total subscriber oI the Rajkot City. So the accuracy in
analysis cannot be achieved.
The research is limited to only to Rajkot City so there is a
limitation oI area Ior an appropriate analysis.
As we are not the expertise in this Iield, the results may not
be as perIect as it should be Ior the company to take any
action related to this problem.
55
TA-LES 2 C,ARTS OF T,E RESEARC, STUDY
PROPORTION OF MALE FEMALE REA!ER"#IP
GENDER TOTAL
MALE 78
FEMALE 122
PROPORTION OF MALE AND FEMALE READERSHIP
MALE, 78, 39%
FEMALE, 122, 61%
MALE
FEMALE
Above chart and table shows the proportion oI male and Iemale
readership Ior both Femina & FilmIare magazines. 61 oI total
sample size is the Iemale, which is 122 in numbers, and the
remaining 39 are Iemale.
So one can conclude that Iemale readers are more used to read
the Femina & FilmIare magazines than male.
56
A$E $RO%P OF REA!ER"
AGE GROUP OF READERS
AO!E 3", 72, 36%
UP TO 2#, 1#, "%
21 TO 3", 118, "9%
UP TO 20
21 TO 35
ABOVE 35
Above chart and table shows the age group oI readers Ior both
Femina & FilmIare magazines. 59 oI total sample size are the
between the age group oI 21 to 35, which is 118 in numbers, and
the 36 are above 35 age & the remaining 5 are below 20
age.
So one can conclude that readers between age group 21 to 35 are
more used to read the Femina & FilmIare magazines than any
other group.
57
AGE GROUP TOTAL
UP TO 20 10
21 TO 35 118
ABOVE 35 72
And it was also concluded in NRS 2005, survey held in
May-2005.
&%ALIFI'ATION OF REA!ER"
$UALIFICATION OF READERS
GRAD%, 132, 66%
%GRAD%, 26,
13%
P%GRAD%, &2,
21%
%GRAD%
GRAD%
P%GRAD%
Above chart and table shows the educational qualiIication oI
subscribers Ior both Femina & FilmIare magazines. 66 oI total
sample size are only graduate, which is 132 in numbers, and the
21 are postgraduate & the remaining 13 are below graduate.
58
$UALIFICATION TOTAL
B.GRAD. 2
GRAD. 132
P.GRAD. 42
So one can conclude that proportion oI graduate readers are
more than any other group.
MARITAL "TAT%" OF "%("'RI(ER"
0
50
100
150
200
MARITAL STATUS OF SUSCRIER
S'()'*1 162 38
MARRIED UNMARRIED
Among 200 respondants 162 are married and 38 are unmarried.
So magazine subscriber ratio oI married: unmarried is 81:19
59
It is obvious that married subscribers are more because age
group oI 21 to 35 is the higest age group subscriber.
O''%PATION OF "%("'RI(ER"
OCCUPATION TOTAL
CONSULTANT 20
STUDENT 22
SALARIED 2
!OUSEWIFE 50
BUSINESS 82
OCCUPATION OF SUSCRIERS
CONSULTANT,
2#, 1#%
STUDENT, 22,
11%
SALARIED, 26,
13%
HOUSE+IFE,
"#, 2"%
USINESS, 82,
&1%
CONSULTANT STUDENT SALARIED !OUSEWIFE BUSINESS
Above table & chart show mainly Iive occupational groups
which we have seen in our reasarch study.
60
Among them highest is 41, which are The Business class
because we include proIIesionls like hairdressers & beauticians
in business class. And the lowest is 10, which are consultants,
which includes Doctors, CA, Engineers, etc. who generally get
the less time Ior leisure reading.
RENE)AL RATIO OF T#E "%("'RI(ER"
RENE+AL TOTAL
YES 142
NO 58
RENE+AL RATIO OF THE SUSCRIERS
YES
71%
NO
29%
YES NO
Above chart and graph shows that 71 oI previous year
subscriber want to renew the subscription in the next year.
Which is a very positive Iinding Ior magazine industry.
61
CONCLUTION OF T,E RESEARC,
The conclusion Irom this research could be derived by checking
the hypothesis, which are assumed Ior this research.
In our research study we have derived the subscription retention
ratio oI 71 which is positive Ior any industry. So we accept
our hypothesis and our research becomes signiIicant.
62
SALES PROMOTION OF FEMINA 2 FILMFARE
Sales promotion, a key ingredient in marketing campaigns,
consists oI a diverse collection oI incentive tools, mostly short
term, and design to stimulate quicker or greater purchase oI
particular products or services by consumers.
P0)?3*$ 34 S'1$* P)3#3(&3/: Sales promotion tools vary in
their speciIic objectives. A Iree sample stimulates consumer
trial, where as a Iree management advisory service aims at
cementing a long-term relationship with a retailer. Sellers use
incentive type promotions to attract new triers, to reward loyal
customers, & to increase the purchase rates oI occasional users.
Sells promotions oIten attract brand swithes, who are primarily
looking Ior low price, good value, or premiums.
A/" ?)3%0=$) ='/ ?$/$()'($ (!$&) ?)3%0=( (!)305! 4&7$
=3##3/ =3##0/&='(&3/ ?1'(43)#*. <!&=! ')$:
1. ADVERTISING
2. SALES PROMOTION
63
3. PU-LIC RELATIONS
4. PERSONAL SELLING
5. DIRECT MAR9ETING
MAHOR SALES PROMOTIONAL TOOLS:
DISCOUNTS
FREE SAMPLES
CASH REFUND OFFER
COUPONS
PREMIUMS ( GIFTS )
PRIZES
FREE TRIALS
PRODUCT WARRANTIES
64
PRO'E"" OF
PENETRATION
FOR
FEMINA FILMFARE
MA$A*INE"
65
66
67
First oI all we have done the research study oI RETENTION
RATIO OF PREVIOUS YEAR SUBSCRIPTION. And by this
research study we have Iound that there are more than 70 oI
previous year subscribers who want to re subscribe.
So we have used the one oI the tools oI SALES PROMOTION
with the combination oI PERSONAL SELLING to penetrate the
FEMINA & FILMFARE in the market oI Rajkot City.
With the help oI 50 discount scheme, one oI the
PROMOTIONAL TOOLS, we have covered the untapped
market. And due to time constraint we could not apply another
promotional tools.
PRODUCT : FilmIare & Femina Magazines
TARGET : 50 (FIFTY) New Annual
Subscriptions
TIME ALLOWED : 1.5 month
MARKET : Rajkot
BRIEF PRODUCT
INFORMATION :
FEMINA
About : India`s largest Selling
women`s magazine in English started in 1959. Its primary
68
audince comprises oI well educated, aware and career conscious
women, Fashion, Food, Beauty, Health, SelI Development etc.
Are contents oI the magazine.
FREQCUENY : 24 Issues per year i.e. 1 issue
every Forthnight
PRICE : Rs. 30 per issue
FILMFARE
About : India`s leading and the most
respected entertainment Iilm magazine in English started in
1952. It covers all aspects oI Hindi Iilm industry.
FREQUENCY : 12 Issues per year i.e. 1 issue
per month.
PRICE : Rs. 35 per issue
SCHEME : 50 cash discount Ior annual
subscriber i.e. Rs. 360 Ior whole year`s FEMINA and Rs. 210
Ior whole Year`s FILMFARE
METHOD : -Visiting the random
prospect customers at their
own place.
-Make convinced Ior buying.
69
-Attract Ior annual
subscription showing
beneIits.
KCollect money Ior the same
and send to Ahmedabad
oIIice through Rajkot oIIice.
AC,IEVEMENT : Generated the additional sale
oI 52 (FIFTY-TWO) copies (ANNUAL SUBSCRIPTION)
within 15 working days.
Throu+h su,scription ,ookin+- new readers were kept in the
fold of Ti.es Pu,lication/
70
SUGGESTIONS
Though FEMINA & FILMFARE are enough good magazines in
quality and quantity oI the content, there are some suggestions
given by respondents in our research study, which can be, taken
into consideration to increase the number oI subscriber oI the
magazines.
Earlier there were some Iree giIt schemes Ior subscribers but
presently it is not given so the Iree giIt scheme can be re
launched to expand the number oI subscribers.
It is targeting to the upper middle and high class oI the
society. Its content includes Iashion & beauty that can be
said Ior the high class & upper middle class people only. So
the lower middle and lower class people would be Ieeling
separated Irom the product, so there should be some articles
Ior all type oI people.
Both the magazine should be published in the Hindi language
so by that way company can capture more untapped market in
interior area oI saurashtra and kutch, where people do not
aware much about English.
71
EXTRA ACTIVITIES
We study the whole distribution channel oI the company`s
product.
We study the dealers & retailers channel and distribution
process.
We had made a proposal Ior Femina & FilmIare to sell at post
oIIice counter. Thus we have Iound out a totally new concept
oI penetration.
To increase brand awareness we have greeted 30 schools oI
Rajkot City with bouquet and gave them best wishes Ior a
new academic Year.
72
-I-LIOGRAP,Y
A Book on THE TIMES GROUP.
Business World magazine oI 15 th may 2000.
Impect oI 13 to 20 may 2005.
Marketing Management by Philip Kotler (11
th
edition)
The Indian Media Business by Vanita Kohli.
www.timesgroup.com
www.thetimesoIindia.com
www.theconomictimes.com
www.indiatimes.com
www.IilmIare.com
www.Ieminaindia.com
www.mediaindustry.com
Times oI India Newspaper.
The Economic Times News paper.
73
@UESTIONNAIRE
RETENTION SURVEY OF FEMINA AND FILMFARE
SU-SCRIPTION
Name :
Address:

Gender : Male Female Age :
QualiIication: Occupation :
Income Group : Marital Status : Y/N
1. For which magazine have you subscribed?
Femina FilmIare Other (speciIy iI any)
2. Since how long have you subscribed above magazine(s)?

3. What is the purpose oI your subscription?(For Femina &
FilmIare)
Leisure reading To gain inIromation
Customer`s Iacility Other (speciIy iI any)
74
4. How much money can you spend to IulIil above subscription
purpose(s)?
Rs.
5. How would you IulIill your above purpose(s) beIore
subscription?

Library member Not used to read

Retail purchase Other (speciIy iI any)

6. Would you like to subscribe once again?
Yes No
II yes, why? :
II no, why? :
7. Any suggestion:
T,AN9 YOU
75
76

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80
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