S P Rai

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity
CHAPTER-1 General Introduction
Lovely Professional University (2010-2012)
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THEORETICAL LITERATURE
Target Market
A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. A well-defined target market is the first element to a marketing strategy. The target market and the marketing mix variables of product, place(distribution), promotion and price are the four elements of a marketing mix strategy that determine the success of a product in the marketplace. Once these distinct customers have been defined, a marketing mix strategy of product, distribution, promotion and price can be built by the business to satisfy the target market.
Strategies for Reaching Target Markets

Marketers have outlined four basic strategies to satisfy target markets:1- Undifferentiated marketing or mass marketing 2- Differentiated marketing 3- Concentrated marketing 4- Micromarketing or Niche marketing Mass marketing is a market coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer. It is type of marketing (or attempting to sell through persuasion) of a product to a wide audience. The idea is to broadcast a message that will reach the largest number of people possible. Traditionally mass marketing has focused on radio, television and newspapers as the medium used to reach this broad audience.
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For sales teams, one way to reach out to target markets is through direct marketing. This is done by buying consumer database based on the segmentation profiles you have defined. These databases usually come with consumer contacts (e.g. email, mobile no., home no., etc.). Caution is recommended when undertaking direct marketing efforts check the targeted country's direct marketing laws.
The Psychology of Target marketing

A principal concept in target marketing is that those who are targeted show a strong affinity or brand loyalty to that particular brand. Target Marketing allows the marketer / sales team to customize their message to the targeted group of consumers in a more focused manner. Research has shown that racial similarity, role congruence, labeling intensity of ethnic identification, shared knowledge and ethnic salience all promote positive effects on the target market. Research has generally shown that target marketing strategies are constructed from consumer inferences of similarities between some aspects of the advertisement and characteristics of the consumer.
Positioning
Positioning is a strategy of differentiating your product from that of the competition, in the mind of the prospect. In mean the process by which marketers try to create an image or identity in the minds of their target market for its product , brand, or organization. Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market.
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De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market. A positioning strategy may be developed from the products attributes, its specific uses, the type of uses, the product class or category, or the competition. Each of these represents a different approach to developing a positioning strategy. However, all of them have the ultimate objective of developing or reinforcing an image in the minds of the audience. Following are steps of positioning strategies-
1. Positioning by Product Characteristics/Consumer Benefits a) This is commonly used strategy and consists in associating an object with a product characteristic or customer benefit. b) Sometimes, a new product can be positioned with respect to product characteristics that competitors have ignored. c) A product can also be positioned along two or more characteristics at the time. d) While it is tempting to include several product characteristics at the same time, advertising that tries to communicate too many things at the same time may not drive home the main message effectively. e) A positioning strategy based on product characteristics, could be based on physical characteristics, pseudo-physical characteristics, or benefits.
2. Positioning by Price-Quality The price-quality issue is so important in some product category that it is a positioning strategy in itself. On the one hand, there are certain product categories where high price is automatically associated with quality, or where low price is often considered to be synonymous with inferior quality. On the other hand, there may be other brands in the same product category that try to appeal on the basis of lower prices.
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They offer more by way of features and performance and claim to be of quality that is comparable and is another way of positioning based on price-quality.
3. Positioning by Use or Approach Associating the product with a specific use is another commonly used positioning strategy. Sometimes, this type of positioning strategy may also be used to expand market for a particular brand. The example of Arm and Hammer, an international baking soda brand, mentioned earlier, is an example of this. Arm and Hammer successfully positioned their product as an odors-destroying agent in refrigerators.
4. Positioning by Product User This is a strategy of associating the product with a particular type or class of user. One way of doing this is through celebrity endorsements.
5. Positioning by Product Class Sometimes in order to counter the competition, some brands need to associate themselves with a unique classic example of this is Seven Up, the Mazaa, mentioned earlier. Other relevant example is diet beers (Kingfisher) and ice beers (recently launched by united Breweries) that positioning themselves with respect to regular beer.
6. Positioning by Culture Symbol This type of positioning strategy consist in identifying something that is very meaningful to people, and that competitors are not using, and then associating the brand with that symbol. Advertising is full of examples of this type of positioning strategy. A classic international example is Marlboro cigarette American cowboy, which helped differentiate Marlboro from other cigarette brands, and developed the Marlboro Man.
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7. Positioning by Competitor This type of positioning strategy consists in making consumers think that your brand is better than, or as good as the competitors. The competition is used as the point of reference. This positioning strategy can be used to advantage in certain cases.
Brand positioning process

Effective Brand Positioning is contingent upon identifying and communicating a brand's uniqueness, differentiation and verifiable value. It is important to note that "me too" brand positioning contradicts the notion of differentiation and should be avoided at all costs. This type of copy cat brand positioning only works if the business offers its solutions at a significant discount over the other competitor. Generally, the brand positioning process involves: 1. Identifying the business's direct competition. 2. Understanding how each competitor is positioning their business today. 3. Documenting the provider's own positioning as it exists today. 4. Comparing the company's positioning to its competitors' to identify viable areas for differentiation 5. Developing a distinctive, differentiating and value-based brand positioning statement, key messages and customer value propositions.
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INDUSTRIAL BACKGROUND
The Indian newspaper market continues to be attractive due to macro factors such as rising literacy, a largely untapped print market and low digital media penetration. An estimated readership base of 325 million the second largest in the world coupled with low total readership of 38% for a newspaper as compared to a low but growing literacy rate of 68% is expected to positively impact the sector. The industry has grown at 13% CAGR over the last five years to INR174 billion in 2010 despite deceleration in the global newspaper industry. The industry is poised to continue on its growth trajectory at an estimated CAGR of around 12% between 2010 and 2013 to reach INR246 billion in 2013.
Key trends in the print segment

There are following trends in the print media segmentDiversifying to attract the cream of the audience: Consumers in high-income and young age groups primary target markets for advertisers are adopting digital media to fulfill their information needs, and with the advent of 3G and broadband, this trend is expected to increase. The change is likely to place newspaper publishers at risk of losing the cream of their audience. Print companies are diversifying into complementary businesses to address this risk. Publishers are launching niche publications, upper-end events, coffee-table books, news TV channels, special editions, and luxury magazines and adopting several other initiatives such as entering international alliances. Publishers need to adopt a differentiated content strategy based on a platforms unique characteristics and integrated marketing to bundle various platforms and provide advertisers with a compelling marketing solution.
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Launch of hyper-local editions: With the economy easing, several publishers have launched hyper-local editions dedicated to particular areas, communities or sections of society, which national TV and internet news services do not cover. Dailies such as Hindustan Times, Navbharat Times and Hindustan have launched local editions in metros such as Chandigarh, Gurgaon, Noida, and Mumbai with an upswing in advertisement revenues; hyper-local editions are becoming increasingly attractive media vehicles to target a specific segment, particularly for local advertisers.
Cost rationalization: Newspaper publishers have started to outsource non-core functions, rationalize costs in areas such as editorial (previously largely untouched), circulation (subject to union requirements) and marketing, automate functions to drive long-term efficiency and optimize inventory- and cash-management cycles.
Geographic expansion: Relatively large newspaper publishers are exploring uncharted territory, thereby fueling competition in the sector. In 2010, Dainik Bhaskar entered Jammu and Kashmir and Jharkhand; Times of India and Deccan Chronicle were launched in Coimbatore; while Dainik Jagran acquired Mid-Day to enter Mumbai. The market entry of new players has led to reduced cover prices.
Growth in Hindi and regional newspapers: The Indian print market has witnessed a continued shift in focus toward regional and Hindi segments due to:
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y y
Rising literacy rates in non-metros Increasing disposable income in these areas as well as consequent advertiser demand for targeting this segment
Maturing markets in metros and tier-I cities with intense competition.
Some English-language newspapers such as The Pioneer have launched Hindi-language editions to tap the growing potential of this market.
Challenges in Indian print segment

Monetizing reach: Broadening the local advertisement generation, especially from small towns and cities, and effectively monetizing their reach is likely to remain a key challenge for regional newspapers. English-language newspapers command premium advertisement rates over Hindi-language and regional dailies despite significantly lower readership. Although the differential will continue to narrow due to the largely underpenetrated nature of the regional and Hindi-language print advertisement market, the regional and Hindilanguage dailies will need to raise their profiles with advertisers by offering better products and devising innovative marketing programs.
Understanding the impact of new-media disruption: Newspaper publishers need to increase their focus on online editions to tap the potential of internet readership. Migration to online news is becoming progressively consistent in developed countries, and although this is currently not a major concern in India, it is inevitable as internet reach grows.
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Pressure on advertisement rates: Commoditized content offerings, along with the rising affordability of other advertising media such as radio and TV, amid rising competition within the print segment, has placed pressure on newspaper publishers with respect to advertisement rates. Localized and relevant content, and brand-led events, are expected to be key differentiators for newspapers to continue attracting a relatively high share of advertising budgets.
Volatility in newsprint prices: Newsprint accounts for 60%70% of the cost of a newspaper. As such, it is critical for newspaper publishers to smoothen their cost curves amid volatile newsprint prices in international and domestic markets. Moreover, newsprint prices are expected to remain in this range during FY11 and FY12, underscoring the need for advance planning to minimize the impact on newspaper publishers bottom lines.
Transitioning to a news company: Newspaper publishers are facing a challenge in moving from a traditional newspaper company to a news company that meets the information needs of customers at all touch points. Companies are yet to harness the growing popularity of digital and social media to drive engagement with readers and gather marketing insights to offer targeted advertising solutions.
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Major Newspapers in India

On the basis of the circulation, the largest read local language newspapers to be Dainik Jagran (with 16.0 million readers) and Dainik Bhaskar (with 13.5 million readers), both published in Hindi. The Times of India is the most widely read English language newspaper (7.3 million), followed by Hindustan Times (3.5 million), The Hindu (2.1 million). The New Indian Express is another widely-read English language newspaper (1.8 million}.
Top English newspapers in India

Times of India The Hindu The Hindustan Times The Indian Express The Asian Age The Economic Times Business Standard Deccan Chronicle Midday The Financial Express
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CHAPTER-2 Introduction to the Problem
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STATEMENT OF PROBLEM
The project title is A Study on targeting & positioning strategy of Hindustan Times towards Hyper local in TriCity. It aims on the strategies adopted by Hindustan Times to target the potential market and to position their local newspaper in the target market. It has become very difficult for any company to do mass marketing. Every company is now segmenting the market on different scales and then targeting that market. They are also trying to differentiate their product from others. This research will help to identify the different strategies of HT towards its local newspapers and also analyze how much effective they are?
OBJECTIVE OF STUDY
The Objectives includes following. To analyze the targeting and positioning strategy of Hindustan Times for its local newspapers. To analyze the scope of hyper local newspaper of HT. To analysis the effectiveness and importance of advertisements given local newspapers. To gain more knowledge about print media industry.
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SCOPE OF STUDY
The study is exclusively conducted to know the targeting and positioning strategy of Hindustan Times towards the hyper local which is dispersed in the TriCity. The study enables to understand the different strategies adopted by Hindustan Times for its local newspapers. It will help to analysis whether the strategies adopted by Hindustan Times are effective or not? Local newspapers contain the news of a particular society or city. They are also one of the popular medium of advertisement. Local or small businessmen give advertisements in these local newspapers because of the low cost. The study will also help to analyze the effectiveness of advertisements given in local newspapers.
NEED/PURPOSE OF STUDY
The study will help Hindustan Times to evaluate their targeting & positioning strategy towards the hyper local newspapers. The study will help to understand the scope of local newspapers in TriCity. The study will help Hindustan Times to obtain suggestions regarding the service improvement.
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CHAPTER-3 Review Of Literature
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(1993), Sally Dibb, Lyndon Simkin, according to this research, in a recent article advertising agency boss Stephen King suggested that now is the time to revitalize the marketing of brands for the 1990s, and in particular to develop branding and positioning in services marketing. Argues that King's comments do not do justice to the majority of marketing departments, especially the growing ranks of services marketers, and that current practice in this area is already well established in its own right. The initial focus is on the particular characteristics of the services sector and the resulting extension of the traditional marketing mix. For the practitioner, branding and positioning are at the forefront of the consumer offering. The role of branding and positioning in services marketing is, therefore, a key element of the discussion. (1998), T. Bowen, According to this research the development in market segmentation relating to hospitality and tourism started since last 90s. The literature part of this research is divided into three sections: segmenting a market; market targeting and marketing positioning. The research wants to say, there should be proper and strong strategy for the growth of any business. The competition is going high and high. The companies need to adapt the segmentation, targeting and positioning strategy to differentiate the market and then target the potential market. (1998), Lyndon Simkin, Sally Dibb, According to this research, target marketing is a key decision area for all businesses. Market size, growth rates, competitive forces, customer fit and profitability are just a few of the criteria which can be used by businesses assessing the attractiveness of their target markets. Yet despite the wealth of variables available to managers and the development of a range of decision tools to help them, research indicates that many businesses continue to assess target markets on the basis of short-term profitability measures. This paper examines the wide range of approaches which have been proposed in the literature for identifying market attractiveness and questions how these fit with managerial practice. The studies findings indicate that the literatures formal, multi-criteria tools for assessing market attractiveness are not necessarily reflected in the simplistic view adopted by many marketing professionals and brand managers.
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(1999), Gary L. Geissler, This research shows that the Internet and the Web continue to grow in importance, marketers are becoming more realistic about the difficulties associated with generating profits online. The online grocery market is a prime example of such struggles. There is a need to examine the viability of online grocers targeting their marketing efforts to specific consumer segments and to smaller niche markets. The findings indicate that the service concept is appealing only to a small sub segment of consumers. Concept refinement may broaden its appeal. Nevertheless, niche marketing may be an appropriate strategy for the proposed service, as well as for many online businesses. (2000), Stavros P. Kalafatis, Markos H. Tsogas, Charles Blankson, This research tests the relevance of positioning within the domain of business marketing through the application of a new typology of positioning strategies. The proposed typology is tested in a well-established market sector which is characterized by commodity products and consequently the research deals with positioning as applied to actual companies rather than specific brands. Our results offer strong support as to the stability of the proposed typology and the relevance of the concept of positioning in business markets. The authors suggest that although business positioning is predominantly determined by hard criteria and relationship building factors, other considerations such as company structures, breadth of offerings and degree of integration, also play an important part. (2000), Steven Pike, Chris Ryan, This article analyzes the market positions held by a competitive set of destinations through a comparison of cognitive, affective, and cognitive perceptions. Cognition was identified by trialing a factor analytic adaptation of importance performance analysis. Affect was measured using an effective response grid, while conation was gauged by stated intent to visit. The alignment of the results from these techniques identified leadership positions held by two quite different destinations on two quite different dimensions of destination attractiveness.
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It is suggested that this method of positioning analysis offers a practical means for destination marketers faced with the challenge of identifying the one or few features from their diverse and multi attributed product range that could be developed to differentiate their destination in a meaningful way to consumers. (2002), Hans Muhlbacher, Angelika Dreher, Angelika Gabriel, Based upon a critical review of the literature on strategic marketing, positioning, segmentation, and differentiation, the authors suggest a model of how to structure a positioning process in industrial markets. A case study in industrial engineering and construction demonstrates the practical applicability of this process. (2004), Charles Blankson, This study examines the activities and congruence of positioning strategies in the UK store card sector. Using a triangulation research methodology, the results confirm the prevalence of challenging and aggressive branding activities. The findings identify Service, Value for money, and The Brand Name as the most popular positioning strategies pursued by Marks & Spencer Card brand. In the case of Harrods Card brand, Top of the range and The Brand Name are the two dominant positioning strategies employed. The study further uncovers congruence between the two card brands' marketing communications efforts and consumers' perceived strategies. However, there is no congruence between managers' presumed strategies and the brands' marketing communications efforts. More specifically, although positioning activities in communications are successfully recognized by the target group, managers' positioning presumptions/intentions are not clearly transmitted in communications. Conclusions, managerial implications, limitations and future research directions are discussed.
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(2005), Salah S. Hassan, Stephen H. Craft, The purpose of this paper is to examine empirically the relationship between positioning strategies and bases of segmentation in international markets. A principal component analysis was conducted to determine the major macro- as well as micro-bases of segmentation that are linked with strategic positioning decision options. Further, a regression analysis was used to examine the effect of each of the segmentation bases on the different strategic positioning options used by segmentation managers. This study suggests the combined use of both macro- and micro-bases of segmentation in order to leverage similar strategic positioning across global markets. However, micro-bases of segmentation are suggested for firms seeking differential positioning strategies. (2007), Charles Blankson, Stavros P. Kalafatis, This article aims to examine positioning strategies of international and multicultural-oriented service brands. The methodology concerned triangulation research involving face-to-face long interviews, secondary data, content analysis and mail survey. The paper highlights that while no single positioning strategy is significant across the four card brands (Visa, MasterCard, Amex and Diners Club), the brand name positioning strategy appears to be the most preferred among Visa, MasterCard and Amex and not Diners Club. The findings also show that top of the range positioning strategy is favored among Amex and Diners Club card brands. However, country of origin positioning strategy is incompatible within the study setting. (2008), Nicolas Virtsonis and Sally Harridge, This paper examines the way in which brand positioning elements are manifested in the business-to-business (B2B) online environment. The case of the UK print industry is presented, investigating the use of brand positioning elements through the examination of corporate web pages of 30 UK print suppliers. A framework is developed to show how brand positioning is operationalised in the online environment. The paper concludes by giving recommendations about how the framework can be used by practitioners in order to reconcile their online and offline branding activities. The framework may also be useful for academics to undertake empirical research.
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(2009), Yann Truong, Rod McColl and Philip J Kitchen, This research through light on the new luxury brand positioning strategies often combine a high perceived prestige with reasonable price premiums in order to attract middle-class consumers. These strategies are radically different from those implemented by traditional luxury brand owners, who maintain a strict consistency between perceived prestige and price premiums so as to preserve their brand's exclusivity. Although some authors have suggested the existence of masstige strategies, few empirical studies have been conducted to support this claim. The results confirmed that the two brands under study have adopted a masstige positioning strategy. The authors also discuss the implications of masstige strategies for researchers and practitioners. (2009), Benjamin Muller, Frederik Ahlemann, Gerold Riempp, According to the research today IT executives need to define their IT strategy and align it with the overall corporate strategy. However, research offers them little advice with respect to determining the strategic position of their IT departments as a basis for strategic planning. This paper proposes a framework for strategic positioning in IT management. The authors analyzed the general management literature. Additionally they observed three companies approaches to strategic positioning as a basis to building and refining their framework. The results suggest that strategic positioning is both a necessary and valuable task for IT managers. This strategic positioning should be based on a frame of reference that structures and integrates elements of benchmarking, competitive, and contextual analysis. (2010), Kanokwan Somoon, Nopadon Sahachaisaeree, According to this research, Window displays, as a part of selling strategies, not only convey the type and positioning of mechanize, but also the promotional strategies and corporate images. The study uses window displays for clothing to examine patterns, selling strategies, merchandize types, and target groups. It investigates the effects of design elements on the customers perceptual responding to configurations.
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The theoretical framework bases on marketing concepts, visual perception principles, Gestalt psychology, and design's principle and elements. Sixty undergraduates, ages 18-23, participated as research subjects. Results derive a design guideline for window displays towards the designated type of intended perception for the particular group. (2010), Jingdong Chen, Qisong Zhu, this research shows that the strategic marketing positioning is the core of the modern marketing theory and practice and at the same time it is a complex socio-economic systems, it's necessary to study the strategic marketing positioning from the system perspective to tap its inner mechanism. In this paper, through the establishment of system dynamics model and simulation on strategic marketing positioning system, confirmed that the positioning system constituted by segmentation, targeting and positioning have a tremendous impact on the competitiveness of the product market. (2010), Samarth sinha, this research indicates that there are an abundance of tools available today to provide managers with information on their target markets, customers preferences, competitors strengths and customer segments. However, few tools are existing which allow for the simultaneous visualization of data on a single map and facilitate timely and accurate decision making. In addition, little has been published in scholarly journals about the actual implementation of segmentation procedures in real world business settings. This article reports on the development and application of a marketing engineering tool which is consequently implemented to support companies in their efforts to effectively attack their competitors. In addition, it describes the specific implementation and outcomes of the new tool in an Austrian mobile phone organization.
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CHAPTER-4 Research Methodology
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Research design: Descriptive

This research work is basically a descriptive research as it involves the study on Targeting & positioning strategy of Hindustan Times towards Hyper local in TriCity. It is throwing light on the different strategies adopted by Hindustan Times to position their local newspapers in the mind of the customers.
DATA COLLECTION ANALYSIS

The data was collected by interviewing the respondent through questionnaire and this raw data collected was transfer into a needed list of information. There are two types of collecting the data. Primary data:Primary data are collected during the project which includes Questionnaires and personal interview with respondents. Secondary data:Secondary data are collected through books, newspaper, journals, magazines and internet.
SAMPLE SELECTION AND SIZE

Sampling is a systematic approach of selecting a few elements from an entire collection of unit (population) in order to make some inferences about the total population. It is small specimen area representation of the whole population. The sample was decided to be 50 large enough to represent the population. The data was collected through a sample survey by personal interviews using structured questionnaire and reviewing secondary data.
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Analysis
Data gathered from Questionnaire, Personal Observation are analyzed using coding sheet tabulation and percentages. Data Collected is depicted through Tables and Bar Charts.
Hypothesis Formulation:
Null (H0) The targeting and positioning strategy of Hindustan Times towards hyper local newspaper is not very effective. Alternative (H1) The targeting and positioning strategy of Hindustan Times towards hyper local newspaper is very effective.
LIMITATION OF STUDY
The study is limited one as there is a time frame as well as restricted to the opinion of respondents. The sample size is taken according convenience. The area of study is also limited. People from residential areas are having less information about local newspapers of Hindustan Times.
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CHAPTER-5 Company Profile
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Introduction to the company

HT Media found its beginning in 1924 when its flagship newspaper, Hindustan Times was inaugurated by Mahatma Gandhi. HT Media (BSE, NSE) has today grown to become one of India's largest media companies. Produced by an editorial team known for its quality, innovation and integrity, Hindustan Times (English newspaper) and Hindustan (Hindi newspaper through a subsidiary Hindustan Media Ventures Limited), have a combined daily readership base of 12.7 million (based on round 2 of Indian Readership Survey 2009) to their credit. Both dailies enjoy strong brand recognition among readers as well as advertisers. To cater to the large readership base, HT Media operates 19 printing facilities across India with an installed capacity of 1.5 million copies per hour. In addition to Hindustan Times, HT Media also publishes a national business newspaper, Mint. Mint is a one-of-its-kind newspaper in the sense that the company has an exclusive agreement with the Wall Street Journal to publish Journal-branded news and information in India. Mint is today the second-largest business newspaper in India with presence in the key markets of Delhi, Mumbai, Chennai, Bangalore, Chandigarh, Pune, Kolkata and now Ahmadabad too. HT Media has also made its foray into electronic media. Diversifying its ambit of operations, the company in a consulting partnership with Virgin Radio, has launched the FM radio channel - Fever 104. Currently available in Delhi, Mumbai, Bangalore and Kolkata, Fever 104 has established a strong presence as being one of the most vibrant channels on air. In a short span, the channel's rise has been meteoric considering its position in Mumbai and Bangalore at No. 1 and in Delhi as the No. 2 station on the popularity charts. Internet businesses of HT Media incorporated under Firefly e-ventures; operate leading web portals Hindustantimes.com and livemint.com in the general and business news categories respectively. The company's job portal Shine.com which has received high appreciation from consumers and industry for its innovative design and usability crossed 5 million registrations. Desimartini.com - a social networking site is growing phenomenally.
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A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity The company has recently launched an education portal www.HTCampus.com aimed at students passing out of school and college to help them take the right decision about their higher education. HT Media reported FY 2010 total annual revenue grew by 5% to reach Rs. 1,454 crores. The circulation revenue posted a robust growth of 19% on account of improved cover price realization and increased circulation. The advertisement revenue recorded a modest growth of 1%. Reflecting an increased acceptance amongst advertisers, the advertising volumes increased by 17%. Radio vertical outscored others by posting a healthy revenue growth of 52%, taking its revenue to Rs. 43 crores. Riding on the improved ad volumes and realizations, the Radio business turned EBITDA positive in the fourth quarter of FY 10.
Values
HT Media A rich heritage to live up to Organizational values are the foundation stones on which the organizations image is built. These help the company realize its organizational goals and in turn transform lives. These values are intended to infuse an infectious energy, professionalism and a sense of true empowerment to the workplace. The solid edifice on which HT Media stands tall today was built on high ideals and values. The company has its roots in the independence movement in the first half of the twentieth century, a cause to empower the nation. We are adaptive to the changing times, while remaining steadfast to the values rooted in our culture. Our values drive us towards our goals of expansion, diversification and excellence. These values define our philosophy of operations, guide our important decisions and determine our commitment and achievement.
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The values personified by HT Media are:

Courage To encourage the ability that meets opposition with skill, competence and fortitude. Responsibility Be accountable for results in line with the companys 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 of 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.
Vision
HT Media strives to be a visionary organization and not an organization with a vision. In our endeavor to have a shared understanding, alignment and commitment, we have derived our companys vision that sets the course and empowers people to take action.
Management
A rich mix of veterans in media and top leaders from non-media sectors, from both India and abroad, HT Medias Management team reflects the company's desire to be the best by leveraging diverse strengths. The management team comprises people from varied verticals such as media, FMCG, telecom, automobiles, each of whom add fresh perspective to the rich experience of media industry stalwarts. This rich talent pool is ably assisted by our Global Think Tank.
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Board of Directors
Shobhana Bhartia (Chairperson) Roger Greville K N Memani Y C Deveshwar N K Singh Ajay Relan
y y y y y y
Awards
The true reflection of our undying commitment to quality is the large number of awards and accolades which HT has received from industry and customers alike. HT not only stole the show at recent Asia Media Awards 2008, but also qualified for the coveted membership of IFRA INCQC awarded jointly by NAA (Newspaper association Of America) and IFRA (Europe). There are following fields in which HT got awards-
Journalism
y y y y y y K C Kulish International Award 2008 Sanskriti Award for Journalism Ramnath Goenka Excellence in Journalism Awards K C Kulish International Award Asia Media Awards 2008 The Statesman award for rural reporting
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Print Awards
y y y y y
Mint bags silver at WAN-IFRA Asian Media Awards Hindi Hindustan - Greater Noida receives INCQC Club membership for 2008-10 Hindustan Times - Greater Noida receives INCQC Club membership for 2008-10 Kolkata plant gets SNAP Award - 2008 Lucknow plant gets SNAP Award - 2008
Others
y y Mint Money Launch wins award Hindustantimes.com wins PC World Web Awards for best technology usage for 2nd time in a row y y PACE gets Presidents Pat Letter of appreciation from Mr. Timothy Balding, Director General, World Association of Newspapers (WAN) y y Newspapers win back young readers Education Friendly Media award
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History
The Hindustan Times was the brainchild of the Akalis who felt that a newspaper in English would enable them to reach an audience other than the Punjabi-reading one. This was in the year 1922. From the outset the newspaper was set up to oppose the British. The Hindustan Times finally came into being on September 1924 and was inaugurated by Mahatma Gandhi. The newspaper was to become a premier nationalist newspaper of the capital in the turbulent years preceding independence. From a humble beginning in a three-storey building, the company has expanded its operations from print to other media channels like radio, internet, events and marketing, and strategic partnerships, as part of its endeavor to establish itself as a giant media conglomerate in the present times.
Quick overview of our history

September 26, 1924 This date marked the august beginnings of Hindustan Times with Mahatma Gandhi, the Father of the Nation inaugurating the newspaper. 1927 Hindustan Times was reborn as Hindustan Times Ltd., a limited liability company. 1936 The Hindi daily Hindustan was launched, which remains the dominant newspaper in the core Hindi belt of northern India. 1937 Devdas Gandhi was appointed the Managing Editor of the newspaper and remained the managed editor till his death in 1957.
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A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity 1942 The Hindustan Times was one of the few newspapers that stopped publishing the newspaper for four and a half months as it refused to accept the British imposition of censorship on all newspapers. 1947 The year India gained its freedom was also the year Hindustan Times attained the status of being the dominant newspaper in Delhi. 1957 The newspaper circulation grew from 58,693 copies to 144,287 in 1970 after KK Birla took over the mantle from GD Birla. 1960 The Hindi literary magazine Kadambini was launched. 1964 The group started actively targeting the youth of India and launched the Nandan magazine. 1991 At the start of liberalization of India, Hindustan Times moved to becoming an autonomous power center in a mature democracy. 1999 The Hindustan Times celebrated its platinum anniversary.
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A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity 2000 With a focus on localization, five new editions for Calcutta, Bhopal, Ranchi, Chandigarh and Jaipur were launched. 2003 The media business of was de-merged and incorporated under HT Media Ltd. 2004 HT Media Ltd was listed as a public company and attracted external funding. 2005 Hindustan Times successfully entered the Mumbai market with a refreshingly new product and content mix. 2006 Fever 104 FM is launched, in technical collaboration with the Virgin Group. Hindustan was re-launched re-establishing the company's prominent presence in the regional news space. 2007 Mint, the business paper in partnership with the Wall Street Journal was launched in Delhi and Mumbai. In the internet space, Hindustantimes.com was re-launched and Livemint.com was introduced.
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A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity 2008 Firefly e-Ventures, an HT Media Company launched its first portal for job seekers, Shine.com; and a social networking website Desimartini.com. HT Media also entered the Mobile space with 54242 in partnership with velti.com
Promotional Strategy of HT
HT used Let there be light ad campaign to spread the message of its superior content. The positioning is that HT as a brand is a thought-stimulating product. The TV commercial was made such that it showed HT readers were being distinguished from a crowd of blindfolded people. The sales and delivery model that lasted for so many decades are undergoing a radical change.
Newspapers traditionally had `newsstand' sales from where a fairly large proportion of their readers picked up their daily fix. The remaining sales were made through `hawkers' who delivered the newspaper home and collected the money at the end of the month. Subscription sales for daily newspapers were always a very small proportion of the total sales. The Hindustan Times has been touting a scheme where a newspaper has a cover price of Rs 2.50 but actually costs just Re1 per day. A reader who goes in for the cash back scheme on an advance payment of an annual subscription gets a glossy booklet with twelve coupons affixed with a fancy hologram. A coupon is given at the end of every month to the `hawker' who delivers the newspaper home. This gives a feeling of security to the reader who is skeptical about a one-time advance payment.
Lovely Professional University (2010-2012) Page 34
PRODUCT OF THE COMPANY
ENGLISH PRINT
Hindustan Times is one of Indias most respected and Leading English dailies. The flagship newspaper of HT Media, the Hindustan Times was inaugurated by Mahatma Gandhi in the year 1924. Hindustan Times has been pioneering trends in journalism, setting standards and breaking new ground for the last 80 years. Spurred by the leading faces of Indian journalism, Hindustan Times has evolved with the times, reflecting the changing India and is today the newspaper of choice of over 3.3 million Indians.
o MINT - A business daily from HT Media in collaboration with Wall Street Journal. o HT NEXT- A youth oriented complete newspaper for the generation next. o METRO NEWS- A easy-to-carry, easy-to-read newspaper targeted at young Delhi-ites
HINDI PRINT
o HINDUSTAN - A Hindi daily newspaper for all type of Indian reader. o NANDAN - A Hindi magazine for kids o KADAMBINI
RADIO
Fever 104 FM
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Hyper-Local
The term hyper-local can be used as a noun in isolation or as a modifier of some other term (e.g. news). When used in isolation it refers to the emergent ecology of data (including textual content), aggregators, publication mechanism and user interactions and behaviors which centre on a resident of a location and the business of being a resident. Hyper-local content, often referred to as hyper-local news, is characterized by three major elements. Firstly, it refers to entities and events that are located within a well defined, community scale area. Secondly, it is intended primarily for consumption by residents of that area. Thirdly, it is created by a resident of the location (but this last point is discussed because for example a photo can be hyper-local but not locally produced). This type of content should be contrasted with local news which tends to be less geographically constrained. There are other types of data which have local or hyper-local relevance, or be of interest to residents - e.g. a government statistic on crime rates in your neighborhood. Such data, while relevant to residents are of a qualitatively different type.
Mohali Live Newspaper

Punch line: My Neighbourhood Paper
Mohali live is a hyper local news paper of Hindustan Times. It was started on November 2009. Mohali live is distributed every Thursday with broadsheet dailies and circulate in the market, offices, household & educational institutes free of cost. It is a 12 pages newspaper carries the information of Mohali. The main motive to start this local news paper is to provide neighborhood news a particular city. It also attracts the local businesses for advertisements. Mohali live is categorized in following segments News of Mohali Our community Education
A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity Fashion Eating out Health & fitness Lifestyle
Cost of Advertisement
Front page- 55/square cm (in RS) Back page- 50/square cm 3 rd page- 45/square cm Inside page- 35/square cm
PANCHKULA LIVE
Panchkula live is a supplement paper of Hindustan time. Panchkula live is a local which was started by HT Media ltd. Mohali on number 2009. Its a local newspaper for Panchkula town. The main motive to start a Panchkula live hyper local in Panchkula are to provide more space for the news of Panchkula region it is not possible in HT main So to short out this problem HT start Panchkula live hyper local in Panchkula region. The one another main motive to start Panchkula live was to generate more and more revenue for HT through advertisement. The Panchkula city is one of the emerging city of Haryana states and it is near the Chandigarh. So grasp more and more market on the point of advertisement. One main motto behind starting Panchkula live is to attract local market business. Because they cannot advertise in national newspaper Last but not least one another reason was to increase the circulation of HT in Panchkula city by generating a emotional appeal on the mind of the Panchkula people by starting a local news paper only for Panchkula. The Panchkula live is managed by the management of HT main paper. Rate of advertisements and the number of pages are same in both newspapers (Mohali live & Panchkula live).
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Competitors of HT
The Tribune The Times of India The Indian Express
Scope of Hyper-Local in print Media

On the basis of my study and other surveys hyper-local newspaper like Panchkula live has a significant and bright future because Indian youth generation likes to read easy to carry. These newspaper (hyper-local) become very popular in next one or two year. Hyper- local newspaper also a great source of revenue for company because a hyper local newspaper has news from its local community and people like to read about their city. So hyper-local newspaper is good concept and it has a bright future. Some other reasons to support to my study are given below-
o In India, there are many big cities like Chandigarh, Delhi, Chennai, Calcutta, Mumbai etc and they also have good markets and huge population, so there is a great potential to hyper-local newspaper. o The living standard of Indian people also increases, because of growing economy and literacy rate. o No other such big player in such type of hyper local concepts shows their presence in India. o Most of the market are untouched which have a good potential for advertising o Opening and coming of big brand and MNCs in India day-by-day.
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Marketing Strategy of HT for Hyper local newspapers

HT adopted a two-stage process. They first focused on building the brand in a new market by targeting the regional news readers and local businessman. Then they focused on building the circulation. They concentrated specifically on commercial area and households that subscribe to regional newspapers. They built quality circulation instead of just increasing sales numbers. They circulate hyper local newspapers free of cost in commercial areas. The management team for hyper local newspaper is very strong. There are local or small businessmen who want to advertise their product or company but having less fund to invest in advertisements. HT provides them space to advertise their product or company in its hyper local newspaper. The cost of advertisement is comparatively less in hyper local newspapers but they are very effective. There are some regional news readers who like to read news of their own region. Hyper local newspapers provide news of that region. Hyper local newspapers of HT are becoming brand because the demand for their local newspapers is very high. People like to read the hyper local newspapers. These hyper local newspapers are giving tough competition to other players.
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CHAPTER-6 Data Analysis & Interpretation
Page 40
DEFINATION OF ANALYSIS
Analysis is the process of breaking a complex topic or substance into smaller parts to gain a better understanding of it. The technique has been applied in formal concept is a relatively recent development. It is the process of placing data in order form, combining them with existing information and extracting meaning from them. Interpretation is the process of drawing; conclusions from the gathered data in a study. Analysis methods should be selected on the basis of whether or not they will be able to effectively answer the evaluation questions within each evaluation project. There are a number of considerations when selecting evaluation methods. The first is to make sure that the methods which are selected are appropriate and ethical for the groups involved in them. Appropriate ethical approval processes need to be followed where required and evaluators need to confirm to appropriate ethical standards. Methods selection in evaluation also needs to be very focused on value for money in terms of the selection of methods. There are usually limited evaluation resources and they need to be used wisely. Evaluation methods should be fit for purpose in the sense that they provide the amount of information required at a level of certainty which is sufficient for the purpose of the evaluation.
Types of analysis:In Economics analysis:y Business analysis, involves identifying the needs and determining the solutions to business problems. y y y y Agro ecosystem analysis. Financial analysis, the analysis of the accounts and the economic prospects of a firm. Fundamental analysis, a stock valuation method that uses financial analysis. Technical analysis, the study of price action in securities markets in order to forecast future prices.
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y y
Price analysis, involves the breakdown of a price to a unit figure. Market analysis, consist of suppliers and customers, and price is determined by the interaction of supply and demand.
In Statistics analysis:y Analysis of variance (ANOVA), a collection of statistical models and their associated procedures which compare means by splitting the overall observed variance into different parts. y Meta- analysis combines the results of several studies that address a set of related research hypotheses. y Time-series analysis, methods that attempt to understand a sequence of data points spaced apart at uniform time intervals.
There are some other types of analysis:-
A Narrative Analysis tells a story using a lot of relevant and descriptive details; usually organized to tell the story in sequence. The thesis is often implied, but, preferably, makes some specific, clearly articulated point about the story being told. A Descriptive Analysis offers a detailed description through the use of objective or subjective language to describe some object (a person, place or thing; it may be a social object such as discrimination), and in the process, give the reader some dominant impression (the thesis) of the thing being described.
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A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity A Socio-Historical Analysis examines historical events utilizing social concepts. While a historical analysis is merely a description of people and events from the past, a socio-historical analysis examines history using social concepts such as the industrial revolution, urbanization, democratization, etc. A Comparative Analysis explains how something is like or unlike something else. The items compared need to have a basis of comparisonthat is, they need to be enough alike to be warrant a comparison.
A SWOT Analysis addresses the strengths, weaknesses, opportunities, and threats to the topic. This comprehensive type of analysis addresses a topic with the aim of taking action in relation to the topic. If an analysis demonstrates particular strength and weakness, then particular opportunities and threats (actions) are implied. A Cause and effect Analysis demonstrates how the occurrence of one event correlates with a particular outcome. While there are many types of cause and effect relationships, for most assignments in the social sciences, the focus should be on social causes and social effects. It is also reasonable to examine how nonsocial (e.g. physical, biological, psychological, etc.) causes also have social effects.
A Sociological Analysis utilizes one of the types of analysis described here while utilizing socio concepts, processes, theories and one or more sociological paradigms.
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A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity A Stastical Analysis will be used to demonstrate a cause and effects relationship (i.e. a correlation) or a Comparison .Statistical Analysis should always assume that the reader does not understand statistics. Thus, Statistical Analysis should always be accompanied by the appropriate type of analysis, such as a Comparative Analysis or a Cause and Effect Analysis. Document analysis Analysis of document in order to extract themes in regard to the topic being evaluated .This can include all types of documents such as formal reports, minutes of meeting, memos and print media reports or electronic media transcripts. The analysis can range from a extraction of general themes to a tight, specific and detailed analysis (e.g. counting the number of times that a occurs and qualitative analysis (e.g. identifying the major themes).
Outcomes logic model drawingdrawing outcomes models of any type that are then used to clarify thinking about all of the steps which are needed in order to achieve higher level outcomes .These models are known by different names including : logic models, program logics, intervention logics, strategy maps, means ends diagrams, results chains etc.
Analysis technique used:Analysis technique followed in this project is statistical analysis. Here statistical tools like percentage, average have been used and the collected data has been analyzed by using diagrams, graphs, table and charts.
Types of charts used:In the project, A study of targeting and positioning strategy of Hindustan Times towards Hyper local newspaper I have used Pie, Bar and Column chart for data analysis.
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TABLE-1
Classification of Respondent based on the gender:-
Gender
Frequency 37
Percentage 74% 26% 100%
Male 13 Female 50 Total
Analysis:It is clear from the table that 74% form 50 respondents are Male and 26% Respondents are Female.
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GRAPH-1
Classification of Respondent based on the gender:-
Frequency
26%
male female
74%
Inference:The majority of the respondents are male.
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TABLE-2
Classification of the Respondents based on their Age:Age Group Below 20 20-30 30-40 Above 40 Total Frequency 3 10 21 16 50 Percentage 6% 20% 42% 32% 100%
Analysis:It is clear from the table that 6% respondents are falling in the Age group of bellow 20 years, 20% are falling in 20-30 years, 42% are falling in 30-40 years and rest 32% Respondents are falling in the Age group of 40 years above.
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GRAPH-2
Classification of the Respondents based on their Age:-
Frequency
60 50 50
40
30 21 20 10 10 3 0 Bellow 20 20-30 30-40 Above 40 Total 16
Inference:From this graph, it is clear that the majority of the Respondents are falling in the Age group of 30-40 years.
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TABLE-3
Classification of Respondents based on their Occupation:-
Occupation Businessman Employees Student Others Total
Frequency 33 7 4 6 50
Percentage 66% 14% 8% 12% 100%
Analysis:The table is showing that 66% respondents are businessman, 14% respondents are employees, 8% respondents are student and 12% respondent comes under the category of others.
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GRAPH-3
Classification of Respondents based on their Occupation:-
Frequency
12%
8% Businessman Employee 14% Student Others 66%
Inferences:The graph is showing that the majority of the respondents are Businessman.
Page 50
TABLE-4
Classification of Respondents based on their Income:-
Income Below 10,000 10,000-20,000 20,000-30,000 More than 30,000 Total
Frequency 5 6 14 26 50
Percentage 10% 12% 27% 51% 100%
Analysis:It is clear from the table that 10% respondents are having the income of less than 10,000 Rs/ month, 12% respondents are having 10,000-20,000, 28% respondents are having 20,000-30,000, and 52% respondents are having the income of more than 30,000 Rs/month.
Page 51
GRAPH-4
Classification of Respondents based on their Income:-
Frequency
10% 12%
Below 10000 51% 1000-20000 20000-30000 Above 30000 27%
Inferences:The graph is showing that the respondents, who are having the income of more than 30,000 Rs/month, are having the majority and read news papers daily.
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TABLE-5
Classification of Respondents based on their newspaper reading:-
Newspaper readers
Frequency
Percentage
Yes
48
96%
No
4%
Total
50
100%
Analysis:From the following table we can analyze that, out of 50 there are 48 respondents who read news paper daily. Only 2 respondents do not read newspaper.
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GRAPH-5
Classification of Respondents based on their newspaper reading:
frequency
4%
Yes No
96%
Inferences:From the graph we can analysis that the majority of the respondents read newspapers. There are very less percentage of respondents who do not read newspaper.
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TABLE-6
Classification of Respondents based on the subscription of newspapers:-
Newspaper subscribed
Frequency
Percentage
Hindustan times
34
27%
The Times of India
39
31%
Tribune
41
33%
Others
12
9%
Total
50
100%
Analysis:The table is showing that most of the respondents have subscribed more than one newspaper. It is because most of them have business add they need variety of newspaper for their customers. There 68% respondents who have subscribed HT newspaper, 78% have subscribed TOI, 82% have subscribed Tribune and 24% have subscribed other newspapers like The Indian Express, Dainik Jagran, The Hindu, Amar Ujala etc.
Page 55
GRAPH-6
Classification of Respondents based on the subscription of newspapers:-
Frequency
9% 27% HT TOI 33% Tribune others
31%
Inferences:It is clear from the graph that there is very tough competition between Hindustan Times, The times of India and Tribune. There are most of the respondents who have subscribed all these newspapers. But Tribune is having little more majorities among all newspapers.
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TABLE-7
Classification of Respondents based on their preference on hyper local newspapers:-
Preference on
Frequency
Percentage
Mohali Live/Panchkula live/HT city (HT) Chandigarh times (TOI)
21
42%
15
30%
Chandigarh Tribune
15
30%
Others
18%
Total
50
100%
Analysis:On the basis of customer response and by analyzing the table we can say that there are 42% respondents prefer hyper local newspapers of HT, 30% respondents prefer TOI, same 30% prefer Tribune and rest 18% respondents prefer other newspapers.
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GRAPH-7
Classification of Respondents based on their preference on hyper local newspapers:-
Frequency
60 50 50 40 30 21 20 10 0 Hyper local Chandigarh Times newspaper of HT (TOI) Chandigarh Tribune Other total 15 15 9 Frequency
Inferences:By seeing this graph we can say that the hyper local newspapers of Hindustan Times is having good amount of heart share (42%) in the market. There is a tie between Times of India and Tribune. Both are having 30% heart share respectively.
Page 58
TABLE-8
Classification of newspapers based on their relevant regional information:-
Do local newspapers having relevant news? Yes
Frequency
Percentage
43
86%
NO
14%
Total
50
100%
Analysis:On the basis of this table we can analysis that 86% of the respondents say that the hyper local newspapers provide them relevant regional information and just 14% of them say that the hyper local newspapers do not provide relevant regional information. It shows that they need some more and relevant information.
Page 59
GRAPH-8
Classification of newspapers based on their relevant regional information:-
Frequency
14%
Yes No
86%
Inferences:The graph is showing that majorities (86%) of the respondents are at the positive side and just 14% respondents are at the negative side. This is clear that the hyper local newspapers provide sufficient and relevant regional information to the people.
TABLE-9 Classification of respondents based on their favorite segment in hyper local newspaper:-
Favorite segment
Frequency
Percentage
Community News
6%
Life style
4%
Educational News
4%
Advertisements
10%
All of the above
38
76%
Total
50
100%
Analysis:It is clear from the table that 6% respondents life to read community news, 4% like life style news, 4% like educational news, 10% like advertisements and the majority of the respondents (76%) like to read all type of news.
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GRAPH-9 Classification of respondents based on their favorite segment in hyper local newspaper:-
frequency
6% 4% 4%
10% Community news Life style Educational news Advertisement All of the above
76%
Inferences:From the above graph it is clear that out of 50 respondents 38 respondents like all type of news in the hyper local news paper. But when we compare different segments then we will find that the majority of the respondents like community news and advertisements. There are very less numbers of respondents who like other segments.
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TABLE-10 Classification of respondents based on their rating for hyper local newspapers of HT:Rating Frequency Percentage
Excellent
11
22%
Very good
18
36%
Good
13
26%
Average
12%
Below average
4%
Total
50
100%
Analysis:According to the above table there are 22% respondents say that hyper local newspaper of HT is excellent, 36% say that the it is very good, 26% say that is it good, 12% say that it is average and only 4% say that it is below average.
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GRAPH-10 Classification of respondents based on their rating for hyper local newspapers of HT:-
frequency
18 18 16 14 12 10 8 6 4 2 0
11
13
2 Excellent very good
good Average Below Average
Inferences:The graph is showing that the majority of the respondents are in the favor that the hyper local newspaper of HT is very good. There are more than 80% respondents who rate the hyper local newspaper above average. It means that the local newspaper is having good image in the market and the demand is also very high.
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CHAPTER-7 Summary Of Findings
Page 65
Findings
The first fining of this research is my Null Hypothesis is rejected. Null Hypothesis was, The targeting and positioning strategy of Hindustan Times is not very effective but when I did research and analyzed the data, I found that the targeting and positioning strategy of Hindustan Times is very effective. It is clear from the research that Mohali Live gives wide range of news regarding Community, life style, education, travel etc, more than any hyper local news paper published in city. From the study I have analyzed that the local or small businesses are getting profit by giving the advertisement in hyper local newspapers of HT. People like the hyper local newspapers of HT and by seeing the demand of the local newspapers we can say that the future of hyper local newspapers of HT is bright. The strategies that Hindustan Times is adapting to target and position the hyper local newspaper are very effective. The goodwill among the people for the hyper local newspapers of Hindustan Times is increasing. The advertisement cost in hyper local newspaper is comparatively low with other newspaper. The circulation team for hyper local newspaper is very strong. In case of Mohali Live or Panchkula Live Hindustan Times caters all the market commercial as well as residential. Hindustan Times circulate hyper local newspapers for free of cost in commercial market. Hyper local newspapers of Hindustan Times are the best source of advertisement in TriCity in case of newspaper advertisement.
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CHAPTER-8
SUGGESTIONS & CONCLUSIONS
Page 67
Suggestions
This study is aimed at analyzing the targeting and positioning strategy of HT towards hyper local newspaper in TriCity with sample of 50 respondents, which has helped in getting an overall view of different strategies adopted by HT media. Base on the study, following suggestions can be consideredThere should be improvement in the distribution channels so that the people at every corner of the city find it easily available. The company should also need to adopt strategies to broaden their readership base to include the youth and women Hyper local newspapers should be published daily. The company should add some sports news. There should be some attractive advertisement schemes for advertisers.
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Conclusion
On the basis of the study of targeting and positioning strategy of Hindustan Times towards hyper local newspapers in TriCity, there are following points through which I can conclude:Hyper local newspapers are the best way to cater those customers who like to read news of their region. It gives lots of regional information to the people and divides the news in different segments like, community news, life style, education, travel, health etc. The target market for the hyper local newspaper are the people who like to read their own regional news and small or local businesses are also the target market because of the low advertisements rate. Hindustan Times have positioned the hyper local newspapers as the best neighborhood paper. Hyper local newspapers of Hindustan Times are very popular in the market. Compare to other newspapers hyper local newspapers of Hindustan Times are giving though competition to them.
At the end I want to conclude that the hyper local newspapers of Hindustan Times are having good amount of heart, mind as well as the market share. The demand for these newspapers is increasing day by day and very soon they are going to become well know brand of HT. Companys policy to circulate A hyper local newspaper in commercial areas for free is very unique.
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CHAPTER-9 Annexure
Page 70
QUESTINNAIRE
Dear Sir/Madam I am Shardindu Prakash Rai, a student of Lovely Professional University. I am doing my project on the Topic A study on targeting and positioning strategy of Hindustan Times towards hyper local newspaper in TriCity as part of my MBA curriculum. I request you to please fill the questionnaire and I assure you that the information provided by you will be strictly used for research purpose only.
12-
Name Gender A- Male Address
B- Female
3-
4-
Age group B-20-30 D-Above 40
A-10-20 C-30-40
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5-
Occupation B- Employee D- Other..
A- Businessman C- Student 6Income
A- Less than 10,000 C-20,000-30,000
B- 10,000-20,000 D-More than 30,000
7-
Do you read newspaper daily?
A- Yes 8-
B- No Which of the following newspaper you have subscribed? B-Times of India D-Other..
A-Hindustan Times C- Tribune
9-
Which regional newspaper do you prefer to read? B-Chandigarh Tribune D-Other.
A-Mohali live/Panchkula live C-Chandigarh times
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10- Do the regional newspapers cover all the relevant regional information? A- Yes B- No
11- Which is your favorite segment in regional newspaper? A- Community News C-Educational news E- All of the above B-Lifestyle D-Advertisements
12- Give rating to Mohali live/ Panchkula live on the basis of following scale. A-Excellent C-Good E- Below Average B- Very good D- Average
13- Any suggestion..?
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CHAPTER-10 Bibliography
Page 74
Web References
http://en.wikipedia.org/wiki/Target_market http://www.mbaknol.com/marketing-management/positioning-strategies-inmarketing/ www.hindustantimes.com
Sally Dibb, Lyndon Simkin, (1993) "The Strength of Branding and Positioning in Services", International Journal of Service Industry Management, Vol. 4 Iss: 1, pp.25 35, last accessed on June27, 2011 http://www.emeraldinsight.com/journals.htm?articleid=851526&show=abstr act John T. Bowen, (1998) "Market segmentation in hospitality research: no longer a sequential process", International Journal of Contemporary Hospitality Management, Vol. 10 Iss: 7, pp.289 296, last accessed on June27, 2011 http://www.emeraldinsight.com/journals.htm?articleid=1463325&show=abs tract Lyndon Simkin, Sally Dibb, (1998) "Prioritizing target markets", Marketing Intelligence & Planning, Vol. 16 Iss: 7, pp.407 417, last accessed on June29, 2011 http://www.emeraldinsight.com/journals.htm?articleid=854441&show=abstr act
Gary L. Geissler, (1999), Targeting tourists: An exploratory study of a proposed online grocery delivery service, University of Arkansas, last accessed on June29, 2011 http://jvm.sagepub.com/content/8/3/277.short
Stavros P. Kalafatis, Markos H. Tsogas, Charles Blankson, (2000) "Positioning strategies in business markets", Journal of Business & Industrial Marketing, Vol. 15 Iss: 6, pp.416 437, last accessed on July2, 2011 http://www.emeraldinsight.com/journals.htm?articleid=856788&show=abstr act Chris Ryan, Steven Pike (2000), Destination Positioning Analysis through a Comparison of Cognitive, Affective, and Cognitive Perceptions, School of Advertising, Marketing, and Public Relations at Queensland University of Technology in Brisbane, Australia. Last accessed on July2, 2011 http://jtr.sagepub.com/content/42/4/333.short Hans Mhlbacher, Angelika Dreher, Angelika Gabriel-Ritter, (2002), Managing industrial positioning strategies, Department of Marketing and Retailing at the University of Innsbruck, Austria, Last accessed on July3, 2011 http://www.sciencedirect.com/science/article/pii/0019850194900442
Charles Blankson, (2004) "Positioning strategies and incidence of congruence of two UK store card brands", Journal of Product & Brand Management, Vol. 13 Iss: 5, pp.315 328, last accessed on July3, 2011 http://www.emeraldinsight.com/journals.htm?articleid=857856&show=abstr act Salah S. Hassan, Stephen H. Craft, (2005) "Linking global market segmentation decisions with strategic positioning options", Journal of Consumer Marketing, Vol. 22 Iss: 2, pp.81 89, last accessed on July3, 2011 http://www.emeraldinsight.com/journals.htm?articleid=854441&show=abstr act Charles Blankson, Stavros P. Kalafatis, (2007) "Positioning strategies of international and multicultural-oriented service brands", Journal of Services Marketing, Vol. 21 Iss: 6, pp.435 450, last accessed on July3, 2011 http://www.emeraldinsight.com/journals.htm?articleid=1628167&show=abs tract Yann Truong, Rod McColl and Philip J Kitchen, (2009), New luxury brand positioning and the emergence of Masstige brands, Journal of Brand Management (2009) 16, 375382 doi:10.1057/bm.2009, last accessed on July6, 2011 http://www.palgrave-journals.com/bm/journal/v16/n5/abs/bm20091a.html
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A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

CHAPTER-1 General Introduction

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Strategies for Reaching Target Markets

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

The Psychology of Target marketing

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Brand positioning process

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Key trends in the print segment

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Maturing markets in metros and tier-I cities with intense competition.

Challenges in Indian print segment

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Major Newspapers in India

Top English newspapers in India

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

CHAPTER-2 Introduction to the Problem

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

CHAPTER-3 Review Of Literature

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

CHAPTER-4 Research Methodology

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity

Research design: Descriptive

DATA COLLECTION ANALYSIS

SAMPLE SELECTION AND SIZE

Lovely Professional University (2010-2012)

A Study on Targeting & Positioning Strategy of HT towards Hyper Local in TriCity