A PROJECT REPORT ON CONSUMER PERCEPTION TOWARDS FINANCIAL DAILY AT

Guided By: Parnika Jha Prepared By : Bharat Malukani Roll no: 36

FLOW OF PRESENTATION
RESEARCH METHODOLOGY ORGANISATION PROFILE SWOT ANALYSIS PORTERS FIVE FORCE MODEL DATA ANALYSIS & INTERPRETATION FINDINGS RECOMMANDATION

Research Methodology
Objective of research: Comparative analysis of mint with its competitors To understand the consumer perception Source of Data : Primary Data: Secondary Data: Data collection method: Survey

Data collection tool: Questionnaire Contact method: Personnel interview Sampling Method: Simple random sampling Research type Descriptive

Limitation of the study

The analysis based on the survey of 100 respondents which is very less than its target population. So it can not give me the accurate information. As far as survey part is concerned while collecting primary data through questionnaire some respondents were not able to give right answer of some questions. While some have gives irrelevant answer. Survey is based on Ahmadabad and Baroda city so different geographical area is not covered in survey

Organization profile
Hindustan times media ltd Head Office Hindustan Times House 18 - 20, K G Marg, New Delhi - 110001, India Tel : +91 11 23361234 Fax : +91 11 23704600

History of company
Was found in 1924 by Master Sunder Singh Lyallpuri, founder-father of the Akali Movement and the Shiromani Akali Dal in Punjab Was inaugurated by Mahatma Gandhi. Has today grown to become one of India's largest media companies.

Vision
To stand at a respectful position in this competitive marathon and also to keep up the pace of the changing needs of their value readers. To win more and more readers to their cause.

Mission
The mission is to create space for the market share of MINT by tapping the uncovered market and by taking bites from competitors market share. Getting the benefits of the paper to be known to the market.

Birth of mint
HT Media launched a national business newspaper Mint, in February 2007 With an exclusive agreement with 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, Bangalore, Chandigarh, Pune ,Kolkata and now available in Ahmadabad also.

A premium product offering

Clarity In Business News

A business daily designed to bring Clarity in business news
Business news written to inform and enrich, not confuse
No use of financial jargon, business explained in clear and simple language that is easy to understand

Design to aid understanding

Through the use of graphs and illustrations a picture can say a thousand words

2 - 4 pages, every week-day

4 - 8 pages, every week-day

Business of Life centre-spread

Not just about Work and Money A daily centre-spread with articles on lifestyle and wellbeing

A different topic for each weekday

Monday Personal Finance Tuesday Health Wednesday Technology Thursday Living (Architecture & Design) Friday Liesure

Saturday Only

Mint Readership
IRS Q1 2011
Fastest growing and No. 2 business daily

Best in class reader profile

Unduplicated reach

Mint in IRS Q1 2011 Highlights

#2 business daily nationally
222,000 readers 12% growth making it fastest growing business daily

Source: IRS Q1 2011 AIR

Mints Performance Del, Mum, Blore & Kol

AIR ('000s) Delhi Mumbai Bangalore Kolkata

D+ M+ B+ K

Share

The Economic Times Mint

221 154 21 15

176 32 17 4

23 20 6 10

75
10 10 7

495
216 54 36

62%
27% 7% 4%

Business Standard
Hindu Business Line

Mint readership is more than double that of the next 2 players combined Mint has a 27% readership share in key markets
Source: IRS Q1 2011 AIR

Sales
Subscription Sale Cash Sales Line Sales Corporate Sales Institutional Sales

Distribution
RAW MATERIAL PRINTING PRESS
AHMEDABAD

AGENTS IN EACH CITY VENDORS HAWKERS BOOKSTALLS HAWKERS

READERS

Distribution centres in Ahmadabad

Nehrunagar Paldi Income Tax Khanpur Kalupur Maninagar

SWOT ANALYIS OF MINT

STRENGTH Systematic approach covering all sectors. Nominal price Separate Money & Market section with 4 pages Exclusive partnership with The Wall Street Journal Over view of the whole week is given in weekend Provide general awareness in terms of investment.

WEAKNESS Lack of brand awareness cover only large and mid cap entities No own printing press in the city Lack of staff OPPORTUNITY Can give an extra page on Ahmadabad related news Can introduce a new segment on Sunday Potential Market Availability Can have tie-ups with renowned brands for ads.

THREAT New market entrants Low Pricing Strategy Toughest Competition From The Economic Times

PORTERS FIVE FORCE MODEL ANALYSIS

Evaluation Of Financial Dailies

DATA ANALYSIS & INTERPRETATION

Which business newspaper do you prefer to read?
Newspaper prefer to read
35% 31% 30%

25% 22% 20% 16% 15% 12% 10% Newspaper prefer to read 19%

5%

0% Mint Financial Express Economic Times Business Standard Business Lines/Others

By what level you are satisfied with your current newspaper reading?
LEVEL OF SATISFACTION
50% 44% 45%

40%

35%

30% 23% 25% LEVEL OF SATISFACTION

20% 16% 15% 12%

10% 5% 5%

0% HIGHLY SATISFIED SATISFIED CAN'N SAY DISSATISFIED HIGHLY DISSATISFIED

What should be the ideal format of Business daily?

IDEAL FORMAT OF BUSINESS DAILY

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% A B C 33% 22% IDEAL FORMAT OF BUSINESS DAILY 45%

What kind of Supplement you want from Business daily?

supplement want from business newspaper
EDUCATION CAPITAL MARKET AGRICULTURE TOURISM/TRAVELER INDUSTRIAL EXPORT/IMPORT PORTFOILIO MANAGEMENT ADVERTISING & MARKETING

10%

10% 9%

12%

11%

17%

13% 18%

What other news you want from Business newspaper?

Other News Want From Business NewsPaper
Political 19% 26% Cultural Sports Tax and Legal Advice

31% 24%

What do you say about traditional yellow colour of business newspaper?

Traditional Yellow Pages Of Newspaper

48%

Change It

No Change

52%

What price you expect for business newspaper?

Price

11%

38% 22%

Rs. 2.5

29%

Rs.3
Rs.4 Other

Would you like to switch over to other business daily?

Switchers
9%

38%

53%

Yes No Cant Say

FINDINGS
Most of the people prefer to read economic times than mint. Most of the people satisfied with current newspaper which they read. Most of the readers agree that the language used in MINT is simple for them. The supplements of MINT are fairly popular amongst target audience which is good for the brand. Most of the people consider information as first aspect while selecting any business newspaper than price and other aspects. News channels and Internet media has affected the reading pattern of the readers up to a considerable extent. Most of the people want sports and political news from the business daily.

 Most of the people want to change the traditional yellow colour pages of business daily.. Large percentage of the people subscribe through vendor. Large percentage of the people not ready to switch over to other business daily Service problem is the main problem with NEWSPAPER, because in my survey I met so many people who did not get newspaper regularly. There is also one finding that font size of stock market related news is very small so that they are not happy with it. Most of people complain that mint provided listing of some company not all the company.

RECOMMANDATIONS
Increase the number of centres from where the newspaper is available Add listing for Small script Give more job related advertisements Come up with new creative advertisements Build proper positioning in the minds of the readers Give certain small vouchers package at the time of Diwali or any other festivals. Service check calls at regular intervals. Make some events with corporate to spread awareness of MINT. Collaborate with B-schools to provide copy of MINT daily at their home. MINT should increase number of supplements