INDEX

c S.No PARTICULARS PG no

c Declaration 2

c Certificate 3

c Acknowledgement 4

c Chapter 1 Introduction 5

c 1.1 Purpose of the Study 9

c 1.2 Company Profile 10

c Chapter 2 2.0 Statement of the problem 14

c 2.1 Objectives of the Study 15

c 2.2 Scope of Study 15

c 2.3 Methodology 16

c 2.3.1 Research Design 16

c 2.3.2 Research Approach 16

c 2.3.3 Sample Size 17

c 2.3.4 Research Instrument 17

c 2.4 Source of Data and collection 18

c 2.5 Tools for Data Analysis 18

c 2.6 Limitations 20

c Chapter 3 Data Analysis and Interpretation 22

c SWOT Analysis 47

c Chapter 4 Major Findings 53

c Chapter 5 Suggestions & Conclusions 60

c Chapter 6 Bibliography 64

c Chapter 7 Appendix 65

c
 DECLARATION

This is to certify that the present report is based on our original work and data
collected and indebtedness to other work/publications has been duly acknowledged at
the relevant places. It has not been submitted in part or full for any other diploma or
degree of any other university.

Jordan Fernandes

RollNo.-BBM/8018/08
 CERTIFICATE

This is to certify that the project entitled´Brand Comparison between Gulf News &
The Khaleej Times´ is the project work carried out by JORDAN FERNANDES ,
BBM/8018/08 of BACHELOR OF BUSINESS ADMINISTRATION, Department
of Management, Birla Institute of Technology, International Centre, Ras Al Khaimah,
during the academic period(2008-2011), in partial fulfillment of the requirements, of
the degree of Bachelor of Business Administration.

Signature of the Guide Signature of the

Head of the
Department
 ACKNOWLEDGEMENT

We owe a great many thanks to a great many people who helped and supported us
during the writing of this project.

Firstly, we thank THE ALMIGHTY for making it possible for us to undertake this
project work.

We express our thanks to the DIRECTOR DrD.J.Biswas, BITIC, RAK. We are also
thankful to Dr. Durga Prasad, Head of Management Department for providing
support through the entire course of this endeavor.

Our deepest thanks to my guide MrsBadaRajini, Department of Management,

BITIC, RAK for guiding and correcting our various documents with attention and
care. He has taken pain to go through the project and make necessary correction as
and when needed.

Finally, we would recall with deep sense of gratitude the support, abundant grace and
encouragement provided by Our Parents. We sincerely hope that students of
Management at BITIC will benefit from this project work.

Jordan Fernandes

c
INTRODUCTION
Gulf News and Khaleej Times are two of the leading Newspapers in the United Arab
Emirates however both brands have tread different paths in their pursuit of being the top daily
of the nation.

This project will investigate the various marketing strategies both brands have used to
positions themselves at different specters of a single product while attempting to be
recognized as the top newspapers of the land.

c
BRAND PROFILE

The History of Gulf News

Gulf News has come a long way from when it was first launched in tabloid format on
September 30, 1978.

Gulf News was first launched in tabloid format on September 30, 1978.
It was founded by UAE businessman Abdullah Abulhoul; its offices were located on the
Airport Road, Dubai.

The newspaper circulation was approximately 3,000 copies daily, six days a week. The
format was changed from tabloid to broadsheet size on January 1, 1980 and publication
became seven days a week.

A weekly lifestyle magazine titled Al Jum¶a was first published on July 4, 1980.

A magazine for younger readers titled Junior News was started on September 1979 and was
discontinued in December 1985.

It was during these years that the ownership of Gulf News changed hands.

In November 1984, three leading UAE businessmen purchased the company and formed Al
Nisr Publishing. Its directors were ObaidHumaid Al Tayer, managing director, Abdullah Al
Rostamani, director, and Juma Al Majid, director.
With the death of Abdullah Al Rostamani in 2006, his position on the board is held by a
family nominee, the other directors remain.

Under the new management, Gulf News was re-launched on December 10, 1985 initially as a
free issue and distribution.

From February 8, 1986, the public was charged one dirham (US 27 cents) a copy for the Gulf
News package comprising the broadsheet newspaper and a leisure section with classified
advertisements titled Tabloid.

Gulf News built new premises during 1985. The first issue of Gulf News printed and
published at the new premises was on January 10, 1986. All departments moved to the new
premises on January 30, 1986.

The Junior News magazine was relaunched on October 2, 1986. Al Jum¶a was replaced by
Gulf Weekly magazine, which covered political and social revues, started distribution on
November 7, 1986.

Apart from the UAE, Gulf News is distributed to other GCC countries: Bahrain from
September 27, 1987; Oman from April 3, 1989; Saudi Arabia from March 29, 1989; and
Qatar from April 1, 1989. It was available in Pakistan from August 14, 1988.

Gulf News started a Special Report section on December 20, 1988 to give readers more
extensive investigative local reports, thereby setting a new trend in reporting in the region.
Subsequently this popular report has changed its design format and expanded into other
sections of the newspaper.

On July 1, 1990 Gulf News received the Asia-Pacific Award for Best Newspaper Production
for 1989. A separate tabloid-size classifieds advertisements section of Gulf News, entitled
Classifieds, started on December 15, 1990.

Gulf News introduced a redesigned Business and Sport section which was printed as a
separate section from the main broadsheet pages. It was introduced on October 1, 1992.

On January 1, 1995 the cover price of Gulf News increased to two dirhams (US 54 cents). A
broadsheet style classified Appointment section was introduced on May 22, 1995.

To give better local coverage for its readers, Gulf News opened various bureaus around the
emirates, GCC Countries and the subcontinent. The Abu Dhabi bureau was opened in 1982;
Bahrain bureau in January 1988; Oman office in 1989; Manila bureau in August 1990; Al
Ain office in 1994; Sharjah office in May, 1995; New Delhi bureau in November 1995.

On November 30, 1995 the size of Gulf News was changed, the width of its broadsheet pages
were reduced by four centimetres, to create the new international size of 38 centimetres.

The first Web Edition of Gulf News was launched on September 1, 1996.

Junior News ceased publication on October 2, 1996 and was replaced with U magazine,
aimed at the teenager market. It was launched on October 15, 1996 and ceased publication in
July 01, 2000.
Al Nisr Publishing became Limited Liability Company (LLC) with a share capital of Dh15
million on May 26, 1997.

Gulf Weekly magazine ceased publication in 1997 and was replaced with Friday magazine on
May 16, 1997.

From March, 2000 the cover price was changed for the Friday edition. While the Saturday to
Thursday prices remained the same, the Friday edition was increased to three dirhams (US 82
cents) on Friday.

On May 5, 1999, Gulf News introduced four pages of stock coverage on the Middle East and
Arab region. A separate Property section of Classifieds started on January 1, 2000.

Gulf News moved to its new head office on April 6, 2000. It contained state-of-the-art
technology throughout, with fibre-optic cabling and the most advanced printing press in the
Middle East.

Entertainment Plus (e+) magazine was launched on Wednesday April 18, 2001. It covered the
local scene in all its forms including cinema and tv listings.

The Appointment section was published five days a week from June 10, 2001.

Taking advantage of its extensive circulation network throughout the UAE, Al Nisr
Distribution LLC was formed to deliver media published by other publishers, like Al Wasat,
Al Hayat, What¶s On, Emirates Woman, Ahwal and Malayalam Manorama.

Al Nisr Media FZ LLC established in Dubai Media City. It purchased an existing local
magazine titled Aquarius, which deals mainly with monthly health and fitness issues. The
first issue and published from Al Nisr Media first issue came out on June 1, 2002.

On June 21, 2003 a new design newspaper was launched with its current bright and bold look
and take advantage of improved colour press quality and capacity. Subsequently, the website
has been modeled along similar lines and retitled gulfnews online, which ultimately became
gulfnews.com.

A monthly interior design magazine titled InsideOut, was introduced to the market on
October 1, 2003 by Al Nisr Media.

Al Nisr Publishing brought out Weekend Review, a weekly tabloid newspaper on September
16, 2004. It is distributed every Friday with the broadsheet newspaper, Friday magazine and
classified advertisements sections.

A weekly tabloid format newspaper titled Notes was launched on October 16, 2004; aimed at
the student and teenage market, and distributed on a Saturday. Later, to conform to the
UAE¶s declared official weekend (Friday and Saturday) distribution was changed to every
Sunday.

At the same time the publication day for e+ was changed to Thursday.
A wheel, a weekly magazine about cars and accessories, was launched on March 18, 2005 by
Al Nisr Media. On April 6, 2005 Al Nisr Media then brought out Property Weekly, a
magazine mainly covering the dynamic commercial and residential development market.

A weekly sport magazine titled Sport Xtra was launched on September 9, 2005 by Al Nisr
Publishing, with a cover price of two dirhams.

On November 10, 2005 Al Nisr group of companies signed a memorandum of understanding

with Emirates Media Inc whereby Radio 1 and Radio 2 broadcasting licences were acquired,
thus giving Al Nisr a new venture into communications.

A new package for the new Saturday weekend was introduced, including separately printed
and increased pagination for Business and Sport sections and features sections titled Unwind
and Explore together with Funday, aimed at the very young. They were launched on
September 2, 2006.

A new quarterly magazine titled Friday for Men (FM) was launched on November 17, 2006.

The present circulation of Gulf News is 91,985 from Saturday to Thursday and 94,247 on
Friday according to BPA worldwide audit bureau, published on September 19, 2006

Promotions:
Gulf News was the first newspaper in the region to promote the arts, culture, music and sport
through sponsorship of events. In March 1989 Gulf News started the Gulf Business Awards
in collaboration with DHL for the Best Chief Executive, Enterprise and Businessman. The
scheme was discontinued in 1996.

The internationally famous Gulf News Fun Drive was started on March 28, 1986. The 26th
Fun Drive was held in December 2006 and saw 750 all-terrain vehicles with over 2800
participants. An earlier Fun Drive was recorded in the Guinness Book of Records as being a
significant first achievement.

Another major event is the $6 million Dubai World Cup horse race meeting, which comprises
seven top quality races, and includes a race for Purebred Arabians. Gulf News sponsors the
$2million Dubai Golden Shaheen, a Group 1 sprint which one of the main attractions, of the
meeting. Gulf News also sponsors an entire evening of horse racing at Nad Al Sheba, with
each race being named after one of its titles.

Gulf News also sponsors a number of other major sports events in the UAE, as well as
seminars and conferences. Principal among this latter is the Arab Strategy Forum, where
leaders in politics and industry gather to discuss current events affecting the region

Significant Gulf News firsts:

1.c The first with a Tabloid leisure section, a family weekly magazine and a children¶s
weekly magazine.
2.c The first with a separate Tabloid Classifieds section.
3.c The first with separate pages of ³news from home´ for various expatriate
nationalities.
4.c The first with a comprehensive business and sport section.
 5.c The first with heat-set colour printing with glazed paper (from 1986).
6.c The first with computerised page make-up (1988).
7.c The first with most advanced printing press in the Middle East.
8.c The first to use re-cycled newsprint.
9.c The first with a separate classifieds section for freehold property, better navigational
system where different parts of the paper are easily distinguishable.

It makes it easier for you to find the news you want faster. Colourful topic identifiers label
the corners of pages letting you find what you want quickly.

The most recent developments at Gulf News have been the revamp of our weekend coverage,
with a new style and the addition of three new sections - Explore, Unwind and Fun Day.
KHALEEJ TIMES

Galadari Printing and Publishing Co. L.L.C is the publishing house of one of the
leading English Dailies in the UAE. Khaleej Times is the first English newspaper to be
launched in the UAE in 1978.
The broadsheet comprises of the general news section, the business pages and a lively
sports section. Khaleej Times is the highest circulated of the English language newspapers
throughout the Gulf. It reaches out to all parts of the UAE. Additionally, it covers Bahrain,
Oman, Kuwait, Qatar and Saudi Arabia through a dedicated distribution network.

With a multinational readership of 450,000, Khaleej Times Special Reports and

Supplements are regarded as part of a valuable service to the community. They offer
advertisers an opportunity to promote their products and services over an extended time
period, in a uniquely relevant editorial context catering to their own precise target
audience.

Classified is a separate tabloid of 28 to 32 pages published daily along with the Khaleej
Times main paper. It carries local advertisements about Cars, Real Estate, Recruitment /
Educational Services and Matrimonial.

Wknd Magazine, brought out on Fridays along with the broadsheet, gives its readers a
wide range of information. It discusses a range of topics that are of interest to men, women
and children. Stories are a fine balance between topics and themes of local interest and
international relevance.

Khaleej Times Online is the global face of the newspaper on the internet.The newspaper
stepped into the digital medium with the launch of Khaleej Times online. The online
version is not just a transcript of the print version. It reaches out to a targeted readership
both at home and abroad, who are interested in news and information both about the UAE
as well as the Middle East at large.
It has carved its own niche brand equity and is one of the websites in the Middle East with
largest number of hits. Apart from focussing on news from the UAE and the Middle East,
it also provides many value-added and interactive features which are exclusive to the
Online edition.