SUMMER INTERNSHIP

PROJECT REPORT ON

“To Study the Perception of readers with

respect to Times of India newspaper and
media house”

UNDER THE GUIDANCE OF

Devobroto Chakraborty

SUBMITTED BY
Samrat Saha

CALCUTTA BUSINESS SCHOOL

ACKNOWLEDGEMENT

I take this opportunity to extend my sincere thanks to Calcutta Business School and The
Times of India Group for offering a unique platform to earn exposure and garner
knowledge in the field of sales and marketing . First of all, I would like extend my heartfelt
gratitude to my project guide Mr. Devobroto Chakraborty , Senior Manager , Times of
India, Kolkata for having summer training a great experience by giving me his guidance. I am
grateful to all field staff Somnath Sir, Pranay Sir,Amit sir, for acquainting me with the field
work.I am very thankful to them
TABLE OF CONTENTS
1) Company Profile
2) Competition Table
3) Distribution Structure
4) Research Methodology
5) Channel System
6) Findings
7) Recommendation
8) Conclusion
COMPANY PROFILE

“The Times of India”

(“TOI”) is a leading English-language broadsheet daily newspaper in

India. It is owned and managed by Bennett, Coleman & Co. Ltd. Which
is owned by the Sahu jain family. The newspaper has the widest
circulation among all English-language broadsheets in the world. In
2008, the newspaper reported that(with a circulation of over 3.14 million
copies) it was certified by Audit Bureau of Ciculations, as the world's largest
selling English broadsheet newspaper and making them as the
8th largest selling newspaper in any language in the world According to
Indian Readership Survey (IRS) 2008 -R2 it has gained readership
 by 13.3 million ranking them as the Top English Newspaper in India by
readership.
SUBSIDIARIES OF TIMES GROUP

COMPETITION TABLE

CATEGORY TIMES MAGAZINE COMPETITORS

1. Fashion and celebrity Grazia, Hello! Verve, Vogue etc.
2. Automobiles BBC Top Gear Overdrive, Auto Car etc.
3. Bollywood And Movies Filmfare Stardust, Cineblitz, The Fil Street
Masala Journal etc.
4. Women Lifestyle Femina (Hindi & English) Wedding affair, Harper’s Bazaar etc.
5. Interiors and BBC Good Homes and Ideal Home, Home & Gardenb plus,
Architectural Homes Trends Architecture + Design
6. Travel Lonely Planet Travel plus, Outlook Traveller,
National Geographic Traveller etc.
7. Science and Knowledge BBC Knowledge Popular Science India, Readers
Digest etc.
8. Food and Catering BBC Good Food Khana Khazana etc.
 DISTRIBUTION STRUCTURE OF THE
TIMES OF INDIA

The Times of India

Printing Press

Depots Vendors

Vendors Vendors

Beat Boys Newspaper Stands Beat Boys Newspaper Stands

Readers
RESEARCH METHODOLOGY
TASK
As a part of the Summer Internship Program we have been assigned tp book subscriptions for
the various magazines published by World Wide Media and sold and distributed by Times of
India and also to collect renewal from the expired subscribers.
OBJECTIVES
 To predict and explore demands in terms of Price, quality and services magazines
published by World Wide Media(WWM).
 To find out the reasons why the subscribers are not renewing or discontinuing their
subscriptions.
 To collect data about newspapers preferences of people and their opinions about
Times of India daily newspaper.

TYPE OF RESEARCH
This exploratory research has been conducted through primary data. The data will be
qualitative as well as quantitative. The data has been collected through personnel interview,
campus visits, door to door and telephonic interview.

RESEARCH DESIGN
Geographical location – The geographical location taken for the purpose of data
collection and the research was Kolkata city.
 CHANNEL MEMBERS OF THE TIMES OF INDIA

PRINTING PRESS

 It takes the content from the editorial team and prints using high capacity advanced
press machines that deliver the product in packaged condition.
 Situated in Salt Lake for Kolkata region.
 Capacity to print over 10 lac copies.
 Printing starts around 1-1:30 usually.
 After Printing, stacking is done before dispatching newspapers to depots.
 Labelling done to match stacks with destination.
 Usually stocks for depots situated the farthest are dispatched earliest.

Depots

 The distribution centre receives the copies from the transporter and stocks it for a
short duration.
 Close to numbers of depots in Kolkata.
 Keep publications (newspaper + magazines) for various companies.
 Unorganized – keep newspapers/magazines scattered on pavements or on steps of
some malls etc.

AGENTS
 Employed where distribution is not organized.
 Works on commission acts as salesperson
.

VENDORS
 Like retailers: They make a link between depot and consumer.
 They go to the depot and collect the required publication.
 They sell via : door to door beat boys.
SWOT ANALYSIS
Strengths
 Being the largest of its kind it has the largest market share in India..It is a well known
brand in India..
 Having a tie up with BBC increases brand value.
 It provides best quality contents including all magazines and newspapers in low
prices.

Weakness
 Tough competition in the industry raises the limited scope for increasing market
share.
Opportunities
 It can also penetrate in the online market by making its contents available online.
 It can come up with attractive offers.

Threats
 Local language publications can take over its market share.
 Threat also comes from its competitors.
FINDINGS
 Magazines are well entertained , updated and well informative.
 The price according to the quality of the magazines is satisfactory.
 Ananda Bazar Patrika is more popular than Ei Samay in most regions of
Kolkata.
 People are interested in magazines but have low awareness about the schemes.

RECOMMENDATIONS
 Improvement in services : The first and the foremost recommendations that can
be suggested is improvement of services. There must not be any loopholes in the
services provided. Effective service will definitely be a factor for larger market.
 Better distribution Channel; I would also recommend that by implementing
better distribution channel, TOI can increase market share.
 Better Renewal Reminder System: A better renewal system can also be
implemented.
 Appointment of new staff: TOI can also improve their services by appointing
new staff and training them well so they are all equipped to respond to the
queries and problems of the customers.

CONCLUSION

The summer internship project plays an important role in management education

where students get a golden opportunity to apply his /her knowledge and learning
gained from classroom lectures in practical business world. The SIP program also
helps in gaining knowledge and developing confidence level at work. The work culture
at Times is very good. Everyone is eager to clear my doubts. My industry leaders and
field leaders have put in lots of efforts to help to develop my skills and guide me. I’m
very grateful to them.