Imashok Project Reports

AN ORGANISATIONAL STUDY AT DAILY NEWS & ANALYSIS (DNA) MBA project reports collections -2011 By Imashok !
DEPARTMENT OF MANAGEMENT STUDIES, NHCE
imashok 9620619777 Page 1
DECLARATION
I hereby that the summer project submitted to the Visvesvaraya Technological University in partial fulfilment of the requirement for the award of Master of Business Administration (MBA) is a record of original work done by me under the guidance of Prof. Rajshri Paatnaik (Internal Guide) faculty member, Department of Management Studies, New Horizon College of Engineering and Mr. John (External Guide), Manager, DNA, Bangalore, During my academic year 2009-2010, was a original work done by me, and the report has not been submitted to any other University or Institute for the award of any degree or diploma or similar title.
Place: Bangalore Date:
Signature of the candidate
(SARASWAT RAM GOPAL)
ACKNOWLEDGEMNET
I am indebted to Mr. John Kohloff Sr Manager Marketing, DNA, Bangalore, for giving me opportunity to do my project and also Mr. Jaideep, for his tremendous pain in explaining all my queries. In general multitudes of phrasal thanks cannot attribute our regard for the great deal of support, encouragement and guidance, given by the staffs of DNA. I express my profound gratitude to Dr. S.K.Gupta, Dean of Management Studies, for providing me the opportunity to undergo the summer project. I express my sincere gratitude to our Principal Dr. Basvaraj for permitting me to take up this project. I am really very grateful to Prof M. Viswanathan, HOD of the Department of Management Studies, New
DEPARTMENT OF MANAGEMENT STUDIES, NHCE imashok 9620619777 Page 2
Horizon College of Engineering, for his valuable suggestion and encouragement to complete the project successfully.
I am very pleased to express my profound gratitude to my Internal Guide Prof. Rajshri Patnaik, faculty member, Department of Management Studies, New Horizon College of Engineering, for his constant motivation and excellent guidance which adds his worthy advice at each stage of my project work. Her subtle wisdom has been the primary factors influencing my study and has urged me to a greater precision and comprehension in my project.
I pay obeisance to the almighty for giving me the confidence, courage and interest to complete the project. Just the word Thanks will not do much justice to my parents for their invaluable cooperation and financial support. I wish to thanks my parents, well wishers and all my friends.
SARASWAT RAM GOPAL
EXECUTIVE SUMMARY
The study is conducted to relate the theoretical concept that has been taught in the classroom about the organizational functioning. The main objective of the study is to provide an insight to the student about the various aspect of a business establishment. The report consists of details, how the company came into existence, and their area of operation. The study has been conducted by collecting relevant data from the records of the company. The initial part of this report deals with introduction to the newspaper industry. This part of the report deals with topics like company profile which includes background and inception of the company, nature of the business carried, vision, mission, product/service profile, area of operation etc. The report also covers the practices of Mckinesys 7s model in the organization. This model gives the information about organizational structure details like the hierarchy, different levels of decision making, duties and responsibilities of manager. Next comes the strategies which includes purpose, mission, objectives, goals and major section plans and policies related with
the company, the shared values that of the company, the shared values that of the company to achieve its objectives have also been included. Next part includes SWOT analysis of the company. Strengths like comparative advantage in the marketplace, Weaknesses like uneducated and rural market. Opportunities like huge unexploited market and threats like competition in the industry. Next part comes the research methodologies used for survey. As each and every customer has their own view and attitude towards any object in this universe besides this, the most important two aspects of the market are perception and satisfaction. The research work conducted as a project work, depicts the consumer perception and satisfaction about brand DNA, the research work has been conducted as the descriptive research to understand the consumer perception and knowing DNAs position in compare to its competitors. This study was conducted on the sample of customers and it was based on the convenience sampling of 150 sample size. The customers are being the major set of people for the companys income, its important to understand the perception of customers for the company, so as to make the customer satisfied by giving them the proper service as it forms a important factor from the customers point of view. So, wished to conduct the research on the consumer perception and also to do comparative study for DNA, as a primary objective. This research has been conducted in Bangalore city and respondents have been asked to fill questionnaire and those responses have been interpreted in to a graph and then analyzed on the pattern response and have been made suggestions on particular. It is found in response that major respondents were aware of the Competitors of DNA and they search information for various brands from their friends, family etc (i.e. word of mouth) and also through internet & hoardings. Word of mouth has great impact on consumer buying decision and also their perception for Price value for money. It also contains the possible suggestions and recommendations for DNA to influence the market by different tools of service marketing and to understand the perception of the customer about the company and to improve the image for the future actions.
NEWSPAPER INDUSTRY IN INDIA:

Official Country Name: Region (Map name): Language(s): Literacy rate: Area: Number of Daily Newspapers: Total Circulation: Circulation per 1,000: Total Circulation: Total Newspaper Ad Receipts: Republic of India East & South Asia English, Bengali, Telugu, Marathi 52.0% 3,287,590 sq km 398 30,772,000 50 7,774,000 35,624 (Rupees millions)
Number of Nondaily Newspapers: 98
India is the world's largest democracy. Its mass media culture, a system that has evolved over centuries, is comprised of a complex framework. Modernization has transformed this into a communications network that sustains the pulse of a democracy of about 1.1 billion people. India's newspaper evolution is nearly unmatched in world press history. India's newspaper industry and its Westernizationor mondialisation as French would call itgo hand in hand. India's press is a metaphor for its advancement in the globalized world. The printing press preceded the advent of printed news in India by about 100 years. It was in 1674 that the first printing apparatus was established in Bombay followed by Madras in 1772. India's first newspaper, Calcutta General Advertise , also known as the Hicky's Bengal Gazette was established in January 1780, and the first Hindi daily, Samachar Sudha Varshan, began in 1854. The evolution of the Indian media since has been fraught with developmental difficulties; illiteracy, colonial constraints and repression, poverty, and apathy thwart interest in news and media. Within this framework, it is instructive to examine India's press in two broad analytical sections: pre-colonial times and the colonial, independent press (which may, again be classified into two: preceding and following the Emergency rule imposed by Indira Gandhi's government in 1975). The post-Emergency phase, which continues at the present, may be the third independent phase of India's newspaper revolution (Jeffrey).
While a majority of the poor working people in rural and urban areas still remain oppressed and even illiterate, a significant proportion of peopleroughly about 52 percent of the population over 15 years of age were recorded as being able to read and write. That breaks down to 65.5 percent of males and an estimate of 37.7 percent of females. After the liberalization of the economy, the growth of industry, and a rise in literacy, the postEmergency boom rekindled the world's largest middle class in news, politics, and consumerism. Since private enterprise began to sustain and pay off, mass communications picked up as a growth industry. In 1976, the Registrar of Newspapers for India had recorded 875 papers; in 1995 there were 4,453. Robin Jeffrey comments: "Newspapers did not expand simply because the technology was available to make Indian scripts live as they had not been able to live before. Nor did newspaper grow simply because more people knew how to read and write. They grew because entrepreneurs detected a growing hunger for information among ever-widening sections of India's people, who were potential consumers as well as newspaper readers. A race began to reach this audience advertising avenues were the prizes and these would come largely to newspapers that could convince advertisers that they had more readers than their rivals. Readers, meanwhile, were saying implicitly: 'We will read newspapers that tell us about ourselves and reflect our concerns." "Newspaper history in India is inextricably tangled with political history," wrote A. E. Charlton (Wolseley 3). James Augustus Hicky was the founder of India's first newspaper, the Calcutta General Advertiser also known as Hicky's Bengal Gazette , in 1780. Soon other newspapers came into existence in Calcutta and Madras: theCalcutta Gazette , the Bengal Journal, the Oriental Magazine , the Madras Courier and the Indian Gazette . While the India Gazette enjoyed governmental patronage including free postal circulation and advertisements, Hicky's Bengal Gazette earned the rulers' wrath due to its criticism of the government. In November 1780 its circulation was halted by government decree. Hicky protested against this arbitrary harassment without avail, and was imprisoned. The Bengal Gazette and the India Gazette were followed by the Calcutta Gazette which subsequently became the government's "medium for making its general orders" The Bombay Herald , The Statesmen in Calcutta and the Madras Mail and The Hindu , along with many other rivals in Madras represented the metropolitan voice of India and its people.
While Statesman voiced the English rulers' voice, The Hindu became the beacon of patriotism in the South. The Hindu was founded in Madras as a counter to the Madras Mail . Naresh Khanna summarizes the trends in circulatory growth and decline varied in regional language papers during 1998-2000: In the three-year period from 1998-2000, circulation of dailies in the country increased marginally from 58.37 to 59.13 million copies. This represents a growth of 1.3 percent on the basis of data published by the Registrar of Newspapers for India in its annual reports. In this time, two distinct groups of newspapers emerge the first including five languages that have collectively grown in NEWSPAPERS TIMES OF INDIA MALAYALA MANORAMA GUJARAT SAMACHAR MATRUBHUMI BHASKAR CIRCULATIONS 1687000 1162000 962000 773000 768000
circulation by a healthy 5.65 percent and representing a combined circulation of 43.35 million copies. Amongst these newspapers, those in Malayalam and Bengali grew fastest at 12.9 percent and 12.8 percent respectively, while Hindi dailies grew by 5 percent and English dailies by 4.7 percent over the three-year period. Although Marathi newspapers increased circulation by 2.75 percent over the three years it would seem that they are in danger of falling out of this group and perhaps entering the phase of stagnation and circulation decline (Khanna 2002).
The Office of the Registrar The Office of the Registrar of Newspapers for India, popularly known as RNI came into being on July 1, 1956, on the recommendation of the First Press Commission in 1953 and by amending the Press and Registration of Books Act (PRB Act) 1867. The functions of RNI involve both statutory and non-statutory functions. Statutory Functions The RNI compiles and maintains a register of newspapers containing particulars about all the newspapers published in the country; it issues certificates of
registration to the newspapers published under valid declaration. It scrutinizes and analyzes annual statements sent by the publishers of newspapers every year under Section 19-D of the Press and Registration of Books Act containing information on circulation, ownership, etc. The RNI informs the District Magistrates about availability of titles to intending publishers for filing declaration and ensures that newspapers are published in accordance with the provisions of the Press and Registration of Books Acts. It verifies under Section 19-F of the PRB Act of circulation claims, furnished by the publishers in their Annual Statements and Preparation and submission to the Government on or before September 30 each year, a report containing all available information and statistics about the press in India with particular reference to the emerging trends in circulation and in the direction of common ownership units. Non-Statutory Functions Non-statutory functions of the RNI include the formulation of a Newsprint Allocation Policyguidelines and the ability to issue Eligibility Certificates to the newspapers to enable them to import newsprint and to procure indigenous newsprint. The RNI assesses and certifies the essential needs and requirements of newspaper establishments to import printing and composing machinery and allied materials. De-Blocking of Titles For the first time in the history of RNI, a massive work of de-blocking 200,000 titles was undertaken. As per the decision, all such titles of newspapers were certified till December 31, 1995, and those publications which had not registered with RNI have been de-blocked. The work of entering registered titles has been completed and the lists have been dispatched to state governments. Nearly 150,000 of unused titles have become available for allocation to other newspapers from January 1, 1999. Printing Machinery The RNI is the sponsoring authority for the import of printing machinery and allied materials at the concessional rate of custom duty available to the newspapers. During April 1998February 1999, applications of four newspaper establishments were recommended for import of printing machinery and allied equipment. Electronic News Media Most Indian newspapers, magazines, and media outlets are easily accessible through the Internet. Internet Public Library (IPL) is a concise Internet source for information on Indian
newspapers. The Onlinenewspapers.com Web site lists about 120 online newspapers for India with access to each of those papers for reading. The official Web site for the Library of Congress in New Delhi is also accessible on the Internet, where e-mail contact information is provided. This directory is published biennially. The directory includes newspapers published in India, the name and language of the newspapers, circulation, frequency of publication, and names and addresses for the publishers of each paper. Paper status is also included. Internet Public Library's list of India's contemporary newspapers exists to enable instant access to existing information resources. Among them in 2002 were 62 Indian newspapers that were available online. Education & Training The first diploma in Journalism was offered at Aligarh Muslim University in 1938 by the late Sir shah Muhammad Sulaiman, a Judge in India (Wolseley 224). Later on, after partition, universities in Punjab, Madras, Delhi, Calcutta, Mysore, Nagpur, and Osmania offered courses at undergraduate levels. Professional education in India is largely a need-based enterprise. Journalists and other mass communicators can perform without specialized training and skills, and can succeed without advanced degrees.
COMPANY PROFILE
Diligent Media Corporation Ltd, which owns DNA (Daily News & Analysis), is a joint venture between two industry majors the Dainik Bhaskar Group and Essel Group (Zee Group). Dainik Bhaskar Group and Essel Group (Zee Group) together have a reach of more than 120 countries and access to more than 250 million viewers globally.
Mr. Ramesh Chandra Agarwal ( Chairman )of The Bhaskar Group, and
Mr. Subhash Chandra (Chairman) of The Essel Group (Zee TV) started a Joint venture company named Diligent Media Corporation Ltd. On July 30, 2005 DNA was launched in Mumbai. On Dec 14, 2008 DNA was launched in Bangalore, It has strength of 250 employees. Currently DNA has 6 editions : 1) Bangalore 2) Mumbai 3) Pune 4) Ahmadabad 5) Surat 6) Jaipur.
Daily News and Analysis (DNA), owned by the Diligent Media Corporation is a joint venture between two industry majors the Dainik Bhaskar Group and Zee Group. Within a year of its launch, the daily has emerged as the second highest circulated English newspaper in Mumbai, and enjoys a readership of 4,02,000 (Indian Readership Survey 2006).
Targeted at a young readership, DNA is positioned as the voice and soul of Mumbai. Through news, views, analyses and interactivity, DNA provides readers with a composite picture of Mumbai and the world. Its interactive platforms seek to bring the reader and surfer at the centre of its news activity.
The Dainik Bhaskar Group has soared to the top of the print media industry in India with its flagship Hindi daily Dainik Bhaskar (India's number one daily Hindi newspaper) and its Gujarati frontrunner Divya Bhaskar. While Dainik Bhaskar has a big presence in Madhya Pradesh, Rajasthan, Punjab, Haryana, Himachal Pradesh, Chhatisgarh and Uttar Pradesh, Divya Bhaskar is the largest circulated regional daily in Gujarat. AboutCEO: K U Rao brings with him 23 years of work experience from markets in India, the Middle East, Asia-Pacific and Europe. He started his career as a Management Trainee at Philips India in 1983 and went on to become the Area Manager. He then moved to Onida, where he was the General Manager (Sales) from 1988-1994. In 1994, he joined Royal Dutch/ Shell as a Regional Sales Manager (South) - Shell India, and later spearheaded key assignments in various countries. He was Vice President - Commercial at Bharat Shell Ltd and General Manager of SASLUBCO (Saudi Arabian Markets and Shell Lubricants Co Ltd). His last posting was at London as Head of Global Sales for Shell Car Care, till his present appointment with DNA. ABOUT DAINIK BHASKAR The Bhaskar Group has soared to the top of the Gujarati frontrunner, Divya Bhaskar. While Dainik Bhaskar has a big presence in Madhya Pradesh, Rajasthan, Punjab, Haryana, Himachal Pradesh, Chhattisgarh and Uttar Pradesh, Divya Bhaskar is the largest circulated regional daily in Gujarat. Its other interests include Textiles, Oil extraction, Salt, Entertainment Parks, etc PRODUCTS OF BHASKAR: Dainik Bhaskar. Divya Bhaskar. Divya Jyoti. Bhaskar TV. Bhaskar salt. ABOUT ESSEL GROUP
print media industry in India with its
flagship Hindi daily, Dainik Bhaskar (Indias No. 1 Daily Hindi Newspaper), and the
Essel Group has diverse National and Global business interests, encompassing media programming, broadcast & distribution, specialty packaging, entertainment, telecom and trading, having close synergies particularly with ventures active in the areas of content, distribution / reach and infrastructure / logistics. Essel Group is a transnational enterprise with Indian soul and global spirit. BOARD OF DIRECTORS: SubhashChandra Chairman, Essel Group Subhash Chandra, the Chairman of the Essel Group, is among the leading lights of the Indian industry. A self-made man, Chandra has consistently demonstrated his ability to identify new businesses and lead them on the path to success. Laxmi Narain Goel Laxmi Narain Goel, Managing Director, Zee News Limited, also holds the key position of Vice Chairman of Essel Group. He is involved in the day-to-day developmental activities of the Group. Jawahar Goel Jawahar Goel, Head of business, dishtv, has been instrumental in pioneering the direct-tohome (DTH) services in India and establishing the company as a prominent brand with India's most modern and advanced technological infrastructure. Ashok Goel Ashok Goel, Vice Chairman and Managing Director, Essel Propack has been instrumental in establishing the company as a global player in laminated tubes. He was elected as the President of Organisation of Plastic Processors of India in September 2004.
ABOUT ZEE NETWORKS: Zee Network is India's largest vertically integrated media and entertainment company with range of businesses encompassing the content-to-consumer value chain. Zee Network is India's largest vertically integrated media and entertainment company with
range of businesses encompassing the content-to-consumer value chain.
In India, Zee Network is a pioneer in every aspect of content aggregation and distribution through satellite, cable and Internet. It is the first Indian bouquet of television channels to debut on dishTV, India's first direct-to-home platform. Today, Zee Network is the largest producer and aggregator of Hindi programming in the world. With more than 30,000 hours of original programming in the library, it is one of the most popular entertainment brands in India. As India's largest overseas broadcaster, the Network has an estimated reach of 350 million viewers in over 120 countries globally. It owns and operates channels in USA, Canada, the Caribbean, UK, Europe, Africa, Australia/New Zealand, the Middle East and Asia Pacific. The company has expanded rapidly in the last few years and currently broadcasts 23 television channels in eight languages in India and abroad. Channels under the Zee Network banner include Zee TV, Zee Cinema, Zee News, Zee Business, Zee Studio, Zee Caf, Zee Trendz, Zee Smile, Zee Sports, Zee Jagran, Zee Marathi, Zee Bangla, Zee Gujarati, Zee Punjabi, Zee Telugu, Zee Kannada, Zee Muzic, Zee Premier, Zee Classic, Zee Action, Zee Arabiya, ETC and ETC Punjabi. AboutCEO Punit Goenka, 33, Whole-time director and CEO of the Company, since 2005, is a young professional with an entrepreneurial background. A Bombay University Graduate (1995 Batch), he began his career with the Essel Group which has diversified business interest in the areas of media, entertainment and telecommunications. Mr. Punit Goenka, son of Mr. Subhash Chandra, Chairman of Essel Group of Companies, has been contributing to several Essel Group projects at the corporate decision making level and he has also held senior positions in other Group Companies. His career profile in brief: From 1995 - 1997, Mr Punit Goenka headed a Music division of Zee Telefilms Ltd engaged in Audio/Video Music Album Publication. From 1997-2004, Mr. Goenka was involved in ASC Enterprises Ltd. which is a diversified
multi venture corporate with interests in the field of Satellite Infrastructure & Services and Public Mobile Radio Trunking. Here he was Vice President, Operations for initial three years reporting to the CEO Mr. Jai Singh and then went on to take the position of President and Chief Executive Officer. From 2004 onwards Mr. Punit Goenka took charge of Zee TV the flagship hindi GEC channel as it's business head from Abhijit Saxena. He was successful in improving the ratings of the channel by 30% from where he took charge. In year 2005 he was promoted as NETWORK OPERATING OFFICER having charge of all programming, operations, administration and Human Resource development of all entertainment channels of ZEE NETWORK. During this period most of the channels Zee TV, Bangla, Marathi have enhanced their viewership from overall eyeballs of the network from 12.5% to the current 17% (of all TV viewing in India) During this period, Mr. Punit Goenka has demonstrated his leadership skills in handling difficult situation with clear focus and perseverance, providing timely directions and strategic guidance to team for higher and better performance. In 2005, he was inducted to the Board of the company as whole time Director. In 2008, he is appointed as Chief Executive Officer of the company. Mr. Goenka has participated in various intensive Management Education Program viz. Young Managers Program at INSEAD, France and a program on "Birthing of Giants" hosted by Young Entrepreneurs' Organization and MIT Enterprise Forum, Inc., Boston, USA. Apart from the Company, Mr. Punit Goenka holds directorship in several other Indian Public Limited Companies viz. ETC Networks Ltd., Essel Infraprojects Ltd., Essel Ship Breaking Ltd., Essel Telecom holdings Ltd., Rochen (India) Ltd., Zee Sports Ltd., Agrani Wireless Services Ltd., Agrani Convergence Ltd., Agrani Satellite Services Ltd., ASC Mobile Communication Ltd. and Diligent Media Corporation. PRODUCTS OF ESSEL GROUP: Zee TV. Play Win.
Water Kingdom. Fun Republic. Zee Cinema. Siti Cable Network Limited. Dish TV. Kidzee. Asian Sky Shop. Essel World.
VISION STATEMENT OF DNA: To be amongst the top 5 Media Organizations in India.
MISSION STATEMENT OF DNA: To disseminate customized, credible, speedy information through multiple media to empower, nurture & benefit community and stakeholders to achieve profitable growth.
COMPETITOR INFORMATION
DECCAN HERALD The Deccan Herald is a popular English-language daily newspaper in the Indian state of Karnataka. It is published by the Printers (Mysore) Private Limited and has a number of editions in Bangalore, Hubli, Mysore, Mangalore and Gulbarga
The Deccan Herald was started in 1948. Its sister publications are the Prajavani daily newspaper, the weekly magazine Sudha, and the monthly magazine Mayura, all of which are published in Kannada. The head office of the Deccan Herald is on MG Road, Bangalore. According to the Indian Readership Survey (Round One) 2009, The Deccan Herald has a readership of 860,000. The ABC certified figures for the first half of 2008 put the daily paid circulation (number of bought copies as opposed to number of copies read) at 214,797 for Karnataka. For the January-June 2008 period, The Deccan Herald had a circulation of 145,656 for the Bangalore city area. Type Format Owner Founded Political Alignment Headquarters Circulation Official Website Daily Newspaper Broad sheet The Printers(Mysore) Private Limited 1948 Independent, Liberal Bangalore, India 214,797 Daily (January-June 2009)
www.deccanherald.com
THE INDIAN EXPRESS The Indian Express is an English-language Indian daily newspaper owned by Ramnath Goenka started in 1931 by Chennai based P. Varadarajulu Naidu. After Ramnath Goenka's death in 1991, the group was split in 1999 among his family members into two with the southern editions taking the name The New Indian Express, while the old Indian Express name was retained in the northern editions based in Mumbai with a prefix "The". It is published in all major Indian cities. It is a major and respected Indian newspaper with a worldwide circulation. The Indian Express is owned by the Indian Express Group with Viveck Goenka as the Chairman and Managing Director. The group also owns other newspapers in India such as the Financial Express, a newspaper focused on the Indian economy, stock markets, and fiscal policies. The group has other publications such as Screen weekly focused on entertainment news,the Marathi-language daily Loksatta, and the Hindi daily Jansatta. AWARDS OF INDIAN EXPRESS
Ramnath Goenka Excellence in Journalism Awards Ramnath Goenka India Press Photo Awards
Screen Awards
FE Women in Business Awards Intelligent Enterprise Awards Security Strategist Awards Uptime Champion Awards Express TravelWorld Awards Pharma Excellence Awards Healthcare Excellence Awards
DECCAN CHRONICLE The Deccan Chronicle is a daily newspaper published through the Andhra Pradesh, Karnataka, and Tamil Nadu states of India. It is published in English, and is the largest circulation English-language newspaper in the south of India.[1][2] The newspaper's name derives from the originating place Deccan regions of India. Other supplements by it are "TV Guide", "Sunday Chronicle", "Chennai Chronicle", and "Bengaluru Chronicle". It also supplies other weekly features like "School Chronicle" and "Teen Chronicle". The company started its operations in AP as a partnership concern in 1938. Late Shri T Chandrashekar Reddy took over the operations in 1976 after the earlier promoters declared bankruptcy. Shri Reddy subsequently handed over the operations to his two sons Shri T Venkatram Reddy (The current IPL franchisee Deccan Chargers owner) and Shri T Vinayak Ravi Reddy, who have been managing its operations since late 1970s. Type Format Owner Editor Founded Daily Newspaper Broadsheet Deccan Chronicle Holdings Ltd. A.T. Jayanti 1938
Language Headquarters Circulation Official Website
English Hyderabad, India

1,349,959 Daily
www.deccanchronicle.com
TIMES OF INDIA Times of India is a daily newspaper in Bangalore, India covering local news, sports, business, jobs and community events. Times of India (TOI) is the most popular newspaper in India. It is an English-language broadsheet newspaper published daily. The Times of India was founded on November 3, 1838 as The Bombay Times and Journal of Commerce, and took its present name in 1861. The newspaper was British-owned and controlled until Indian independence. Today The Times of India is published by The Times Group, a division of Indian media company Bennett, Coleman & Co. Ltd. The Times Group also publishes The Economic Times, Mumbai Mirror, The Navbharat Times and The Maharashtra Times. The Times of India describes itself as a liberal newspaper. With daily circulation of 3,146,000, Times of India is one of the largest circulation newspapers in the world. Learn more at Mondo Newspapers, the worldwide newspaper directory. This newspaper is owned by Bennett, Coleman & Co. Ltd.
WORK FLOW MODEL

WORK FLOW MODEL FOR NEWS DNA
EDITORIAL DEPARTMENT
REPORTER
SUB-EDIT
EDIT MEETINGS
PRE-PAPER
GOES FOR PRINTING
AREA WISE PACKAGING AND DISTRIBUTION
DELIVERY OF NEWSPAPER AT DIFFERENT VENDOR THROUGH DISTRIBUTOR
VENDOR DELIVER NEWSPAPER TO FINAL CUSTOMER
EXPLANATION OF THE WORK FLOW MODEL FOR NEWS: There is an editorial department in the company where all the news are edited and finalised. The news is brought by various reporters of DNA which are located nationwide. After the news is received, news is screened. This process of screening is called subedit. Edit meeting After that pre-paper comes which is a rough copy of the news, it is done to see the layout of the news on paper. After finalising the news it goes for printing. Printing starts by 10:00 pm and it goes till 12:30 am. The substitute pages are released by 7:00 pm and front page is printed at last.
After printing newspaper is packed and distribution is done area wise. After that newspapers are delivered to different vendors through the distributors. And finally vendors deliver it to the final customers. It is done from 4:30 am to 5:30 am.
WORK FLOW MODEL FOR ADVERTISMENT: DNA
ADVERTISMENT THROUGH AD-SALES
CONFIRM TO OPERATIONS
OPERATION SCHEDULE
AD CONFIRMATION THROUGH RELEASE ORDER
Ads ARE RELEASED AS SOON AS THE MATERIAL COMES
SCREENING OF Ads IS DONE TO CHECK THE PRINT QUALITY
FINALLY PRINTED
Mc KINSEY 7S FRAME WORK:
Shared values of DNA:

Are as follows:
People: By fostering team work, nurturing talent, enhancing leadership capability and
acting with pace, pride and passion.

Offer: By becoming the supplier of choice, delivering
premium services, and
creating value with our customers.
Innovative approach: By developing leading edge solutions in technology, processes and products.
Conduct: By providing a safe working place, respecting the environment, caring for
our communities and demonstrating high ethical standards. OBJECTIVES AND TARGETS: Sustainability issues are reflected through specific social and environmental objectives and targets accepted by the top management as a part of Vision. To achieve its sustainability goals, the organization has identified 12 key enterprise processes critical to the growth and success of the organization. Mapping and identifying stakeholder concerns through a structured engagement and feedback process has been initiated. These stakeholder concerns are analyzed, prioritized and are the prescribed goals for Corporate Sustainability Management. The senior management of DNA tracks the performance of the targets against each strategic goal. Sustainability at DNA has always been value-driven. The five core values underpinning the way the DNA companies conduct business are: Integrity: We must conduct our business fairly, with honesty and transparency. Everything we do must stand the test of public scrutiny. Understanding: We must be caring, show respect, compassion and humanity for our colleagues and customers around the world, and always work for the benefit of the communities we serve. Excellence: We must constantly strive to achieve the highest possible standards in our dayto-day work and in the quality of the goods and services we provide. Unity: We must work cohesively with our colleagues across the group and with our customers and partners around the world, building strong relationships based on tolerance, understanding and mutual cooperation. Responsibility: We must continue to be responsible, sensitive to the countries, communities and environments in which we work, always ensuring that what comes from the people goes back to the people many times over.
Staffing of DNA: Staff means that the company has hired able people, trained them well and assigned them to the right jobs- Employees are the functional unit of the organization. This selection, training, placements, and induction everything is important for the organization. Staff deals with the process by which employees are recruited deployed and develops their current position, future up gradation etc. Selection, training, reward and recognition, retention, motivation and assignment to appropriate work are all key issues. DNA's recruitment policy is designed to attract the right talent at the right time, to enhance the net worth of human capital and to obtain the best possible person-to-job, which will contribute to company's effectiveness. The Company's Recruitment Policy aims at: Being fair and consistent; Being non-discriminatory on the grounds of sex, race, age, religion or disability; Human resources management: DNA recognizes that its people are the primary source of its competitiveness and is committed to equal employment opportunities for attracting the best available talent and ensuring a cosmopolitan workforce. DNA aims to pursue management practices designed to enrich the quality of life of its employees, develop their potential and maximize their productivity. It also aims at ensuring transparency, fairness and equity in all its dealing with its employees. DNA has been in pioneer in its HR Policy over the years with the basic underlying principle of Sharing and Caring and a Sense of Belonging amongst all employees who are considered to be a part of the DNA family. Training and Development: E-learning facilities available on the Companys Intranet which was facilitated by Computer Literacy training. Computer Based Training packages and Multimedia training materials. Safety training received special attention based on the DuPont Guidelines identification of skill gaps; there is a plan in place to introduce a technical competency assessment system. Faculty support.
Up-skilling employees through process based, on the job training and diploma courses through premium engineering institutes. Directed Learning - strengthening the leadership pipeline coupled with emerging needs of growth projects across geographies.
Skills in DNA: Managing the surplus manpower with a human touch has and always will be the cornerstone of the HR Policy of DNA In times to come, certain modifications may have to be made in view of economic considerations, but the underlying philosophy as envisaged by the Founder has a stamp of permanence in DNA. The factors that helped the success of rightsizing at DNA could be summarized as under: Cultural Issues Steps to understand employees needs/ expectations Preparation of mind and attitudinal attuning
Creation of excitement and motivation through intense counselling and information sharing
Leadership Open and collaborative leadership Identification of key leaders (drivers of change) and development of "soft skills" in handling the delicate process of redundancy. Empowerment of leaders at all levels to take quick decisions Communication/Education Develop climate of trust and openness Making employees aware of business Scenario and need for rightsizing Share/communicate settlement earnings well in advance Educate employees on investment plans/housing plans/post retirement life style plans through expert interventions Communicate policies, rules, procedures and modify or redefine the rules/procedures, if needed. Systems used for completion of work in DNA:
The ESS system (ENTERPRISE SOFTWARE SOLUTION) has been designed keeping in mind any organization in the service industry where the primary resource is manpower. This system can be customized and implemented in any service organization. It gives a tool to manage the human resource through efficient deployment and management of manpower. The top management can use this system to manage the implementation of strategies by checking that the human resources are deployed in a proper manner to achieve the business goals. Process Simplified and easy processing of ESS application one window concept (high customer focus) Ensure timely payment of settlement dues and monthly pension Evaluate/reposition the scheme based on feedback from the employees, line and personnel executives
Deal with inaccurate information quickly
Develop survivors support plan Care after Separation Render help/assistance to separated employees through "Ex-employees Help Line Desk" Help employees to protect from environment threats like money lenders and other unscrupulous agencies Nomination form for the nominee given to employees in advance to avoid any hassle of payment to family members in the event of death of separated employee before 60 years of age Monthly pension remitted to any bank anywhere in the country within 10 days of the month
Strategy used by DNA Proposed strategy: Strengthen Indian Operation. Seek and Maintain control over Raw Material
Focus on High Growth in Emerging Markets and Pricing Stability in Developed Markets Increasing Focus on High Value Added Products and Services.
ORGANISATIONAL STRUCTURE
CEO
RESIDENT EDITOR
VP- BUSINESS HEAD
SENIOR EDITORCITY DESK EDITORSPECIAL PROJECT
SENIOR EDITORCITY CHIEF EDITORNATION
DGM- HR & ADMINISTRAT ION
CHIEF MNGFIG & ANALYSI CHIEF MNGFINANCE /LEGAL
CITY CIRCULATION CITY HD
EDITORLIFE STYLE
CHIEF MNG PLANT
SR.MN G HD MRKTG
EDITORLIFE STYLE
EDITORLIFE STYLE
IT-SYSTEM & N/W ENGINEER
HEAD ADSALES
Figure: DNA ORGANISATIONAL STRUCTURE
SWOT ANALYSIS
STRENGTHS:
Favourable access to the distribution network. Innovativeness in the work. Committed sales force, with customer satisfaction as primary driving force. Transparency in service.
WEAKNESS: Brand awareness is less among customers. Inefficient in understanding public demand. Undifferentiated products or service (.i.e. in relation to your competitors).
OPPORTUNITIES: Public is understanding the importance of newspapers, grab the chance. Can go international. Focus on specific segment as target.
THREATS: Competitors. Price war among competitors. Shifts in consumers taste.
LEARNING EXPERIENCE:
The primary objective of the organization study is to make the students to know the practical applicability with respect to the theoretical concepts in business decisions. To understand the behaviour, culture of the organization and to know about the various policies of the organization and its performance, and its future strategies. During the first week, it was totally a new experience entering into the organization. I was actually collecting all the required secondary data from the organization in the first week to know something and have an understanding about the company and its operations in the market. On the first day of my training I have been told clearly about the guidelines to be followed with respect to maintaining the discipline and decorum of the organization during the project by the external guide. The atmosphere was so friendly and did not feel any tinge of difficulty during the whole training period of four weeks which gave me a great deal of information and knowledge as to how an organization functions. All this data was put on graphs and presented to the external guide. The project provided an opportunity to relate classroom learning with the reality of management. We also learnt how the companies always try to the pulse of the customers, because customers are the purpose of the business. More importantly, we were able to understand the different marketing tactics of the companies to attract the customers. It was a great experience to work in the organization and it gave me a good exposure as to how the system functions in an organization in accordance with the present trends. The main purpose of the organization study is to make the students acquainted with the practical knowledge about the overall functioning of the organization which took place in the perfect manner. It gives an opportunity to study the human behaviour and also makes a person ready to face
different situations, which would normally come across while on work in the office or factory environment.
GENERAL INTRODUCTION MARKET

The term market refers to it is a centre around which marketing activities revolve. A market in general may be described as a place where the goods and services are offered for sale. Buyers and sellers meet and the title to goods is transferred VARIOUS CONCEPTS Market Share It refers to the proportion of the total sales of a product during a stated period. In a specific market that is captured by single firm. Market research involves analysis of market potentials for existing products and estimating demands for new products, sales forecasting, characteristics of product markets, analysis of sales potentials, and studies of market trends. Broadly the functions of marketing research involve description and explanation, prediction and evaluation. So market research is a process of collecting information about who, what, Where, when, why and how of the actual potential consumers in a particular market. Marketing Strategy It is the set of guidelines and policies used for effectively matching marketing programme with target market opportunities in order to achieve organizational objectives. Awareness It is the first stage in consumer acceptance process in which a product stimulates, penetrates the consumers filtration system and register in his mind.
Brand Preference It is a selective preference consumer according to a particular brand of products in a comparative evaluation with other brands.
Social Marketing Concept This is a management orientation aimed at generating customers satisfaction and long run consumer and public well-fare as the key to satisfying organizations goals and responsibilities. Thus it aims at public welfare also. Marketing According to Philip Kotler marketing is the human activity directed at satisfying needs and wants through exchange process .In other words marketing is the process of planning,executing the conception ,pricing ,promotion and distribution of ideas ,goods and services to create exchanges that satisfies individual objectives. Marketing mix Marketing is the blend of 4ps that is product, price, promotion and physical distribution. The basic functions included in the mix are product development, branding, packaging, pricing, promotion, and advertising selection of channels of distribution, physical handling and personal selling. Product A product is anything that is potentially valued by a target market for the benefits or satisfaction it provides including objects, services, organizations, place, people and ideas. Sales Management Sales management means in addition to the management of personal selling. It is the management of all marketing activities including advertising, sales promotion, market research, physical distribution. Market Potential It is an estimate of the maximum possible sales opportunities present in a particular market segment and open to all sellers of a good service during a stated future period. Sales Potential It is an estimate of the maximum possible sales opportunities present in a particular market segment open to a specified company selling a good or services during a stated future period.
The objective of research project logically determines the characteristics desired in the research design. Before starting any study of research the researcher anticipates the needs and the circumstances of the proposed project and decides in advance what to obtain and what to do for a detailed if a research design has to serve well, for all the different aspects of the project have to be considered and the working plans and schedules prepared. The main aim of the study is to measure Customer Perception & to Comparative Study for DNA newspaper. The survey method is used as it is the best suited method for descriptive research. So survey method is used for the study. The preparation of a research plan for a study aid in establishing direction to the study and knowledge of exactly what has to be done, how it has to be done.
INTRODUCTION ABOUT CONSUMER PERCEPTION

While doing a study on the consumer perception, it is mandatory to talk about consumer and consumer behavior. Consumer behavior is the behaviour that consumers display in searching for purchasing, using, evaluating and disposing of products and services which they expect will satisfy their needs. Consumer behaviour focuses on how individuals make decisions to spend their available resources i.e. time, money and effort on consumption related items. The field of consumer behaviour is rooted in marketing concept, a business orientation that evolved in the 1950s through several alternative approaches toward doing business referred to, respectively, as the production concept, product concept and the selling concept. But marketing management is the best business philosophy in the modern era. Since 1960s most of the business firms are progressing towards adopting marketing management. The earlier concept of production philosophy had its genesis in the act that consumers are mostly interested in product availability at low prices; its implicit marketing objectives are cheap production and intensive distribution. So business firms will produce goods which are scarce in the market and hence whatever they produce will be immediately consumed. The monopolistic pricing ruled the market. Next was the product concept which assumes that consumer will buy the product that offers them the highest quality, the best performance, and the most features. A product orientation leads to company to strive constantly to improve the quality of its product and to add new features that are technically feasible without finding out first whether or not the consumers really want these features. And then came the selling concept wherein the producers used to produce in mass and use aggressive selling technique to sell those products. The assumption of this concept is that consumers are unlikely to buy the product unless they are aggressively persuaded to do so. All combined to evolve as a new concept called marketing. This philosophy suggested that it is lot easier to produce only those products which had first confirmed, through research, that consumers wanted. So to be successful a company must determine the needs and wants of the specific target market and deliver the better satisfaction than the competitor. A satisfied customer will stay with the company to buy from the company and also spread
well about the company through word of mouth which helps the business firm to generate more sales, have growth and develop. Consumers get satisfaction once their needs are properly served. To understand the consumer need companies has to be engaged in lots of intensive market research. Now first we have to understand what consumer needs are. Need is defined as a state of felt deprivation, that is, it exist in the human environment. And studies told that individual are highly complex in nature and they have a variety of different psychological and social needs quite apart from their survival needs. Yet needs are categorized in two ways: physiological and psychological. The physiological needs are unmet needs, which exist in the physical form of human environment. Whereas psychological needs are called acquired needs, which is mental phenomenon. The acquired needs are developed with varying degree of needs considering the economic, cultural and social environment of the consumers. For a particular need there will be an innumerable acquired needs and these needs are sometimes hierarchical in behaviour. Once a lower order need is satisfied a higher order need emerges, however for that the economic, cultural and social environment should permit. Hence it becomes challenging to every business firm to understand the acquired need in a proper way so that they can have business success. Now it is time for us to define what marketing management is by definition, Marketing Management is nothing but all the technical and social activities of the business firm in identifying the customers need, developing product or services to that need and see that the customers are satisfied by offering their product and services in such a way that consumer has received the quality, gets the sense of value and ultimately gets satisfied. To achieve the success through marketing management the business firm should understand how to develop strategies. The fundamental variable through which marketing strategy revolve are generally called as 4Ps that is product, price, promotion, and the place. Product means any tangible goods or services needed by the customers for which they are ready to pay. The price means the value of exchange, which is permissible under the given economic conditions. Place means making the product available within the proximity to the customer. Promotion means communicating the companys offering to the customer in such a way to understand and be willing to make the purchase. Most of the consumer products are sold without the direct contact between the producers and consumers. In such
case the organization will adopt a strategy called STP strategy, which is segmenting, targeting, and positioning. Segmenting means creating a homogeneous group of customers within the total market for the companys offering. Targeting means evaluating the segmented customers in terms of their physical and psychological needs, buying behaviors and environment, so a proper strategy can be built. Positioning means creating a unique image of the companys product, which is identifiable with the personality of the buyer. The segmentation is done on the variable of demographic, psychographic, behavioural and geographic. These are evaluated to create proper marketing strategy and positioning. Most of consumer goods are marketed through STP strategy where promotion plays a vital role. Mainly because of the strong communication need customer will buy what he understands better under the given environment. Hence understanding the customer needs, from time to time is paramount important for every organization to survive in the market place. The company can use strategy called push and pull strategy of hard and soft sell strategies. Push strategy means making use of the channel to sell the product to the end user. Pull strategy means creating a brand pull in the media of the companys product. Hard sell means convincing a customer about the utility benefit and its operation. Soft sell means try to sell without much effort. In reaching to the customer the companies have designed various promotional tools, they are advertising, sales promotions, public relation, publicity, direct marketing and, network or web marketing. With the development of white goods market in India and with increased purchasing power the companies are thinking in terms of selling the high value goods through direct marketing strategy. Some of the durables are sold in this mode. In providing the product and the service, the entire environment has to be considered before developing marketing strategies. The product and the service should be provided in such a
way that it satisfies the customers and market share for the company. So, companies mainly use line strategy.
INTRODUCTION ABOUT BRAND.

The origin of the word BRAND could be traced to the Norwegian word brandr meaning to burn. Owners of livestock (cows and sheep) had the habit of putting some identification mark on the body of the animals by using hot iron, to distinguish their possession. Similarly, companies started restoring to branding to distinguish their marketing offering (products and services) from similar product and services provided by their competitors. Titan, Bajaj, Nokia, Times Of India and Lux are some examples of popular brand names. A Brand is a name, term, sign, symbol, or design, or a combination of these, which identify the maker or seller of a product or service. PHILIP KOTLER Brand can be considered as the major enduring assets of a company. In the case of many successful companies, the brand value will be more than the value of the land and the factory they own. Brands are powerful assets that must be carefully developed and managed. Brands are more than just names and symbols. They represent consumers perceptions and feelings about a product or service.
INTRODUCTION ABOUT COMPETITOR ANALYSIS

Competition Competition is the combat between parties (individual or group) for a niche or allocation of resources. It arises when two or more parties strive for a goal which cannot be shared. Competition is a term that encompasses the notion of individuals and firms striving for a greater share of a market to sell or buy goods and services. Competitor Analysis It is an assessment of the strengths and weakness of the current and potential competitors. The analysis provides both and offensive and defensive strategic context through which to identify opportunities and threats. It has two primary activities, 1) obtaining information about competitors, and 2) using that information to predict competitors behaviour. The goal of competitor analysis is to understand: with which competitor to compete, competitors strategies and planned actions, how competitor might react to a firms action, how to influence the competitor behaviour to the firms own advantage, how to increase the market share, how to build the brand image, how to establish the position of the product in the eyes of the customers etc. Casual knowledge about competitors usually is insufficient in competitor analysis. Rather, competitors should be analyzed systematically, using organized competitor intelligencegathering to compile a wide array of information so that well informed strategy decision can be made. Various Tools and Techniques of Competitor Analysis: The various techniques used for competitor analysis are: 1) Competitive Intelligence System This is an important tool for competitive analysis. It includes identifying competitive information and setting up the data, collecting, evaluating and analyzing the data, disseminating information and responding, selecting competitors using customer value analysis etc.
2) Porters Five Forces Frame work : The five forces come from Michael porters famous framework and are:
The idea is that change in the market is to come on the basis of one of these five areas. In considering how these forces act on your market, we get a picture of issues such as channel conflict, threats from vertical integration in a competitive market. We can also take the view as to how we can affect the competitive situation for our own benefits, rather than statically accepting the status quo. Consequently, it becomes possible to play around with different future competitive scenarios and to use these to test different propositions to try and guess how the market will change. Our strategy can then include contingencies and responses to changes that might affect us, or changes that we might make to the market. 3) Competitor Array- One common and useful technique constructing a competitors array. In this the industry, competitors, customers, the benefits expected by the customers, key success factor in the industry etc are determined. Using the methodology, a 2-D matrix is formed, which reflect the workings of a company using all the industry best practices. 4) Competitor Profiling - The strategic rationale of competitor profiling is powerfully simple. Superior knowledge of rivals offers a legitimate source of competitive advantage. The
raw material of competitive advantage consists of offering superior customer value in the firms chosen market. Profiling facilitates this strategic objective in three important ways. First, profiling can reveal strategic weaknesses in rivals that the firm may exploit. Second, the proactive stance of competitor profiling will allow the firm to anticipate the strategic response of their rivals to the firms planned strategies, the strategies of other competing firms, and changes in the environment. Third, this proactive knowledge will give the firms strategic agility. Offensive strategy can be implemented more quickly in order to exploit opportunities and capitalize on strengths. Similarly, defensive strategy can be employed more deftly in order to counter the threat of rival firms from exploiting the firms own weaknesses. 5) Media Scanning - Scanning competitor's ads can reveal much about what that competitor believes about marketing and their target market. Changes in a competitor's advertising message can reveal new product offerings, new production processes, a new branding strategy, a new positioning strategy, a new segmentation strategy, line extensions and contractions, problems with previous positions, or value migrations within the industry. It might also indicate a new pricing strategy such as penetration, price discrimination, price skimming, product bundling, joint product pricing, discounts, or loss leaders. It might also indicate a new distribution strategy. Little of this intelligence is definitive: additional information is needed before conclusions should be drawn. By knowing the competitor's media buy, media selection, frequency, reach, continuity, schedules, and flights, the manager can arrange his own media plan so that they do not coincide. 6) Subjective Assessment using questionnaire- Subjective assessment tells the evaluator how the users feel about the product or the company. The usual method of assessment is to use a standardised opinion questionnaire to avoid criticisms of subjectivity. 7) Usability test- The performance, accuracy, recall and emotional responses of the products of the competitors are compared with companies own product. 8) Interviews Interviews can be conducted to know the customer views and what they expect from the companies. It makes the research more comprehensive as it can remove closed and leading questions. 9) SWOT analysis It is used to find out the strength, weakness, opportunities and threats of a company with respect to the competitor. It takes care of the internal factors such as strength and weakness of the companies compared to its competitors and external factors such as opportunities and threats that gives an edge over the competitor.
10) PEST analysis In this type of analysis, we study the political, economic, socio-cultural and technological factors that affect the competition.
BACKGROUND OF THE RESEARCH

The Systematic design, collection analysis and report of the data and finding relevance to a specific marketing situation facing the company. According to American Management Association (AMA), Marketing research can be defined as The systematic gathering recording and analysis of data about problems relating to the marketing of goods & services. Actually the market is a set of actual & potential buyers of a product. This market is full of risks & opportunities because the external environment is Dynamic & constantly changing. Market research is a tool or a technique through which we try to find out existing risks & opportunities. A Hastily started venture can turn to be a failure. Thus before launching any product it is necessary to understand the market, target customers, their need & wants and not find out actual potential of the market I.e. finding out whether the need of a potential product is present or not. Thus marketing research is Indispensable for finding out the potential of the market in these simple segments. Research in common parlance refers to a search for knowledge. One can also define this as a scientific and systematic search for pertinent information on a specific topic. The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not discovered as yet. As marketing research doesnt address itself to basic or fundamental questions, it does not qualify as basic research. On the contrary, it tackles problems, which seem to have immediate commercial potential. In view of this major consideration, marketing research should be regarded as applied research. We may also say that marketing research is of both types- problem solving and problem oriented. Marketing research is a systematic and objective study of problems pertaining to the marketing of goods and services. It may be emphasized that it is not restricted to any particular area of marketing, but is applicable to all its phases and aspects.
To define marketing research, it is the function which links the customer, customer and public to the marketer through information- information used to identify and define marketing opportunities and problems; generate, define, and evaluate marketing actions; monitor marketing performance; and improve understanding of as a process. Recognizing that high satisfaction leads to high customer loyalty, many companies today are aiming for customer satisfaction. For such companies, customer satisfaction is both a goal and marketing tool. RESEARCH DESIGN The research design constitutes the blueprint for the collection, measurement and analysis of data. It aids the scientist in the allocation of his limited resources by posing crucial choices. Research design is the plan and structure of investigation so conceived as to obtain answers to research questions. The plan is the overall scheme or program of the research. It includes an outline of what the investigator will do from writing hypotheses and their operational implications to the final analysis of data. A structure is the frame work research design expresses both the structure of the research problem and the plan of investigation used to obtain empirical evidence on relations of the problem. Research designs can be grouped in to three categories, Exploratory Research Descriptive research Causal research
The research design selected for this research is descriptive research design. STATEMENT OF THE PROBLEM In marketing management, promotion is one of the major tools in formulating the strategy. The positioning of the brand is through creating an excellent communication which should be understood by the target audience. To communicate the companies should have understanding of the perception of target audience so that they can develop a good positioning message. Understanding consumer perception towards a particular brand is a dynamic activity of a company to redesign the communication strategy. Companies are giving competition to each other for a better market share. In redesigning the communication strategies company is making efforts to understand perception of people towards their brand. And also the other aspects of service expectation and product expectation can make the
marketing tougher so as to understand the perception of the customer for various leading brands of newspapers, decides the future market for the DNA.
OBJECTIVE OF RESEARCH
PRIMARY OBJECTIVE:
To do a comparative study of DNA and its competitors
To do a survey for DNA with focus on i. Brand Value. ii. Customer Perception. This will help to know the new trends in NEWSPAPER segment.
SECONDARY OBJECTIVE Recommendations for sales growth of the organisation. The main benefits are to the company, the study mainly focuses on customer satisfaction and the study covers prospects and existing customers. All progress is born of enquiry, doubt is better than over confidence for it leads to enquiry that leads to investigation, is the famous Hudson Maxim in context of which the significance and scope of research can be well understood. Increased amount of the research makes progress possible. The study hopes to enable the company to gain an insight as to the areas where it has to make improvement, so as to increase its customer satisfaction and customer acceptance. The result of the study carried out will enable company to know the customer perception and customer satisfaction towards DNA and also customers perception towards competitors of DNA. Finally the project will serve as a foundation document based upon which fellow researchers can plan their study. SCOPE OF THE STUDY:
The survey method used in the study could be further used by other researchers to carry out the customer perception in other parts the country. On the basis of information received from the customers, the company can improve its marketing strategies accordingly.
The study gives a detailed view on the positive & negative points of the
product to the management. Conclusion & recommendations have been given at the end of the study, which can be used by the company to improve its performance & customer service. RESEARCH METHODOLOGY Under this research work all the data has been collected through primary & secondary sources of data collection method. It was decided, after considerable deliberation that necessary information required for the study could be obtained from the customers who are reading newspaper.
SAMPLING METHOD AND TECHNIQUE USED

Sample Size: Sample size defines how many people need to be surveyed for the particular study. Large samples give more reliable results than small samples. However it is not necessary to sample the entire target population or even a substantial portion to achieve reliable results. The sample size taken for this study is 150 respondents who are reading newspaper. Sampling Technique Random Sampling.
Convenience Sampling.
Sample Description No research work can be undertaken without the co-operation of the respondents, who are interviewed from which data was collected through questionnaire. Therefore, respondents play an important role in these types of studies. The data collected were through questionnaire. Source of Data Collection of facts and figures about a phenomenon is one of the most important steps for any study whether it is related to business, management economic or natural sciences. Collection of data refers to systematic recording of results either by counting or by enumeration. The entire structure of statistical analysis for any enquiry is based on systematic collection of data. Broadly speaking there are two types of data. Secondary Data Primary Data Secondary data consist of information that already consists; some were having been collected for another product.
PRIMARY DATA A mix of questionnaire and direct interview method was used as a tool for gathering primary data. It is the data, which is collected for the time by investigation to serve a particular purpose. Such a data is of original nature. The source from where the data can be collected is known as primary source. Primary data can be collected by one of the following methods. Direct personal interview Indirect personal interview Mailed questionnaire method ADVANTAGES OF PRIMARY DATA Provides highly accurate and reliable data. It makes available to investigators supplementary information, which helps in the interpretation of results. Distinction between Primary Data and Secondary Data Primary Data is original in nature whereas Secondary Data is form of compilation of existing or already published data. The collection of Primary Data involves huge resources in terms of money and time whereas Secondary Data is relatively less cost. Keeping in mind purpose for which it is collected where as Secondary Data May or may not suit the purpose usually collects primary Data. Primary Data may be used, as it is where as Secondary Data requires lot of care. A proper choice of type of Data needed for any investigation basically depends on consideration of various factors such as nature, objective etc. Primary Data for this study has been collected from the customers with the help of questionnaire. Any interview can be improved and its results made incomparably more valuable for the final report if the questionnaire fulfils psychological requirements. In this report the primary data has been collected by personal interview schedule questions related to objectives of the study from the major portion of the interview schedule. It consists of multiple choice questions so that the respondents can easily mark one or more choice answer and few question based so that they give the answers what they feel is right. Most marketing research consists of surveying samples of people either by personal interview, by mail, by telephone, or these days via
computer. Secondary Data Secondary data refers to the data, which is originally collected and published by authorities other than who require it. Such data is already available in some government publications, research study, journals, newspapers and magazines. It is observed that presently in large number of investigations secondary data are generally used because of the availability of large amount of reliable published data from the above said resources. You can save time and money by utilizing existing information, research must be very careful in using secondary data; a careful scrutiny has to be made. Secondary data has enabled the researcher to compare the previous data and the present data. Secondary data was collected from company website and company. METHOD ADOPTED FOR COMMUNICATION Method adopted for communication was Direct Communication with the respondents. The customers are surveyed with the Questionnaires designed for the same. RESEARCH INSTRUMENT The instrument used for acquiring the information is questionnaire. The questionnaire method was chosen keeping in mind its simplicity and reliability. For collecting the necessary data one questionnaire was designed.
PLAN OF ANALYSIS Plan of analysis consists of various activities, they are: Idea generation. Collecting the secondary data. Forming the questionnaire. Collecting the primary data. Segregating the primary data according to demographic information. Analyzing them graphically. Drawing required conclusions. Tools used for data analysis Statistical Tools: Statistical tools such as tabulation, construction of charts, chiDEPARTMENT OF MANAGEMENT STUDIES, NHCE imashok 9620619777 Page 49
square test, Percentage Method for analysis from the raw data are widely used. Software Tools: The software used for the data analysis is Microsoft Excel and Microsoft Word.
LIMITATIONS OF THE STUDY

There wasnt 100% response from the customers, who could not devote time for answering questions. Time was also another limitation as most of the customers were from the working class. Study limited to opinions of a very small fraction of customers in Bangalore city. The major limitation to the study is the time factor for the study.
DATA ANALYSIS & INTERPRETATION:

TABLE 1 RESPONDENTS WHO HAS READ NEWSPAPER ATLEAST ONCE: NEWSPAPER TIMES OF INDIA DECCAN CHRONICLE DECCAN HERALD DNA TOTAL NO. OF RESPONDENTS 60 40 20 30 150 PERCENTAGE 40% 26.67% 13.33% 20% 100
ANALYSIS: From the above table it can be observed that 40% of the respondent was found who have read TIMES OF INDIA at least once, followed by DECCAN CHRONICLE 27% and DNA (DAILY NEWS AND ANALYSIS) 20%, while DECCAN HERALD was only 13%. GRAPH 1: RESPONDENTS WHO HAS READ NEWSPAPER ATLEAST ONCE
INTERPRETATION: From the above graph it is witnessed that most respondent were found reading times of India at least once and comparing it with other leading newspaper brand it is high. TABLE 2 NEWSPAPER READ BY RESPONDENTS NOW. NEWSPAPER TIMES OF INDIA NO. OF RESPONDENTS 60 PERCENTAGE 40%
DECCAN CHRONICLE DECCAN HERALD DNA TOTAL
30 30 30 150
20% 20% 20% 100
ANALYSIS: From the above table it can be observed that 40% of the respondents were reading TIMES OF INDIA, while other newspaper brands have equal percentage of 20%. GRAPH 2: NEWSPAPER READ BY RESPONDENTS NOW.
INTERPRETATION: From the above graph it can be seen When asked to the respondents which news paper they are reading now, it was observed that most of the respondents are reading times of india, while other leading newspapers were almost equal (i.e. 20
TABLE 3 WHICH PART OF THE DAY RESPONDENTS READ NEWSPAPER. PART OF THE DAY EARLY MORNING WORK PLACE AFTERNOON EVENING TOTAL NO. OF RESPONDENTS 30 60 20 40 150 PERCENTAGE 20% 40% 13.33% 26.67% 100
ANALYSIS: From the above table it can be seen that most of the respondent usually read newspaper at their work place. GRAPH 3: WHICH PART OF THE DAY RESPONDENTS READ NEWSPAPER.
INTERPRETATION: From the above graph it can be witnessed that most respondent read newspaper at work place, some respondent read it in evening (i.e. 26.67%) and respondent
reading newspaper early morning was 20% and 13.33% respondent read newspaper in afternoon.
TABLE 4 RESPONDENTS TIME SPENT IN READING NEWSPAPER. TIME SPEND 5 MINS 10 MINS 15 MINS MORE THAN 20 MINS TOTAL NO. OF RESPONDENTS 40 30 50 30 150 PERCENTAGE 26.67% 20% 33.33% 20% 100
ANALYSIS: It can be seen from the above table that 26.67% respondents spend 5 minutes of their time, 33.33% respondents spend 15 minutes of their time, and 20% respondents spend 10 minutes & 20 minutes of their time. GRAPH 4: RESPONDENTS TIME SPENT IN READING NEWSPAPER.
INTERPRETATION: It can be seen from the above graph that most of the respondents spends minimum 5 minutes for reading newspaper and maximum 15 minutes.
TABLE 5 RESPONDENTS OPINION FOR MAJOR PLAYER IN NEWSPAPER. NEWSPAPER TIMES OF INDIA DECCAN CHRONICLE DECCAN HERALD DNA TOTAL NO. OF RESPONDENTS 120 10 15 5 150 PERCENTAGE 80% 6.67% 10% 3.33% 100
ANALYSIS: It can be seen from the above table that 80% of the respondent told that TIMES OF INDIA is the major player in newspaper, comparatively other leading brands are far behind. GRAPH 5 RESPONDENTS OPINION FOR MAJOR PLAYER IN NEWSPAPER.
INTERPRETATION: The above graph clearly specifies respondents perception that TIMES OF INDIA (80%) is the major player in the market, while other leading brands are very far from TIMES OF INDIA.
TABLE 6 RESPONDENTS VIEW FOR NEWSPAPER WITH RESPECT TO VALUE FOR MONEY. TABLE 6.1: LOW VALUE FOR MONEY: NEWSPAPER TIMES OF INDIA DECCAN CHRONICLE DECCAN HERALD DNA TOTAL NO. OF RESPONDENTS 10 60 30 50 150 PERCENTAGE 6.67% 40% 20% 33.33% 100
ANALYSIS: It can be seen from the table that 40% of respondents has rated DECCAN CHRONICLE for low value of money, along with DNA with 33.33%. Comparatively DECCAN HERALD was 20% and TIMES OF INDIA was 6.67%. GRAPH 6.1
INTERPRETATION: From the above graph it is clearly seen that DECCAN HERALD and DNA were rated most by the respondent with regard to low value for money. While TIMES OF INDIA was rated least in this aspect.
TABLE 6.2: VALUE FOR MONEY: NEWSPAPER TIMES OF INDIA DECCAN CHRONICLE DECCAN HERALD DNA TOTAL NO. OF RESPONDENTS 80 15 25 30 150 PERCENTAGE 53.33% 10% 16.67% 20% 100
ANALYSIS: It can be seen from the above table that 53.33% respondents has rated TIMES OF INDIA for value for money, along with DECCAN HERALD 16.67%, comparatively DECCAN CHRONICLE was 10% and DNA was 20%. GRAPH 6.2
INTERPRETAATION: From the above it can be clearly seen that TIMES OF INDIA was rated most by the respondent when asked regarding value for money. While DNA and DECCAN CHRONICLE were rated least in this aspect.
TABLE 6.3: GREATER VALUE FOR MONEY: NEWSPAPER TIMES OF INDIA DECCAN CHRONICLE DECCAN HERALD DNA TOTAL NO. OF RESPONDENTS 90 15 30 15 150 PERCENTAGE 60% 10% 20% 10% 100
.ANALYSIS: From the above table it can be seen that 60% of the respondent has rated TIMES OF INDIA for greater value for money, along with DECCAN HERALD 20% and 10% for DECCAN CHRONICLE and DNA. GRAPH 6.3
INTERPRETATION: From the above graph it can be observed that TIMES OF INDIA was rated most when asked for greater value for money. TABLE 7 LIKE AND DISLIKE OF RESPONDENTS REGARDING NEWS PAPERS. TABLE 7.1: LIKE: NEWSPAPER TIMES OF INDIA DECCAN CHRONICLE DECCAN HERALD DNA TOTAL NO. OF RESPONDENTS 120 5 15 10 150 PERCENTAGE 80% 3.33% 10% 6.67% 100
ANALYSIS: It can be seen from the above table that 80% of the respondent has told that they like TIMES OF INDIA. GRAPH 7.1
INTERPRETATION: From the above graph it is observed that compare to other leading brands of newspaper TIMES OF INDIA is liked more by the respondents.
TABLE 7.2: DISLIKES: NEWSPAPER TIMES OF INDIA NO. OF RESPONDENTS 5 PERCENTAGE 3.33%
DECCAN CHRONICLE DECCAN HERALD DNA TOTAL
35 50 60 150
23.33% 33.33% 40% 100
ANALYSIS: It can be seen from the above table that 40% of the respondent were found who dislikes DNA, 33.33% were for DECCAN HERALD, 23.33% were for DECCAN CHRONICLE and few were for TIMES OF INDIA. GRAPH 7.2
INTERPRETATION: It can be observed from the above graph that most of the respondent dislikes DNA and also DECCAN HERALD.
TABLE 8 RESPONDENTS SOURCE OF AWARENESS FOR NEWSPAPERS. SOURCES AWARENESS HOARDING WORD OF MOUTH INTERNET REFERED TOTAL OF NO. OF RESPONDENTS 20 55 50 25 150 PERCENTAGE 13.33% 36.67% 33.33% 16.67% 100
ANALYSIS: It can be seen from the above table that 36.67% of the respondent were aware of newspapers through word of mouth communication, 33.33% were aware through internet, 16.67% were aware as they had refered newspaper somewhere and 13.33% were aware through hoardings. GRAPH 8 RESPONDENTS SOURCE OF AWARENESS FOR NEWSPAPERS.
INTERPRETATION: From the above graph it can be observed that most of the respondents were aware of newspapers through word of mouth communication and internet.
TABLE 9 IMPORTANT FACTOR FOR SELECTING NEWSPAPER. FACTORS NEWS DEPTH OF COVERAGE FLOW OF CONTENT BRAND VALUE TOTAL NO. OF RESPONDENTS 70 30 35 15 150 PERCENTAGE 46.67% 20% 23.33% 10% 100
ANALYSIS: It can be seen from the above table that 46.67% respondent were found telling that news is an important factor, while 23.33% told flow of content is an important factor, 20% told that depth of coverage is an important factor and 10% told that brand value is an important factor. GRAPH 9 IMPORTANT FACTORS FOR SELECTING NEWSPAPER.
INTERPRTATION: From the above graph it can be observed that news is a very important factor for selecting the newspaper followed by flow of content and depth of coverage. Very little respondent select newspapers on basis of brand.
TABLE 10: RESPONDENTS RESPONSES FOR DIFFERENT SECTIONS OF NEWSPAPER BRANDS: TABLE-10.1: TIMES OF INDIA
SR.NO 1VERY POOR NEWS 2SOME WHAT GOOD 3AVERAGE 4VALUABLE NEWS 5VERY VALUA BLE
NEWS CITY NEWS & CURRENT AFFAIRS INTERNATION AL NEWS SPORTS NEWS EDITORIAL NEWS BUSINESS NEWS
40 45 45 30 80
50 65 50 90 30
30 30 45 25 25
25 10 10 5 15
0 0 0 0 0
ANALYSIS: It can be seen from the above table that all respondents have rated first three sections of times of india equally, some fluctuation were there in valuable news and very valuable news. GRAPH-10.1TIMES OF INDIA
INTERPRETATION: From the above graph it can be observed that city news, international news and sports news are somewhat good while editorial news and business are very poor. TABLE-10.2: DECCAN CHRONICLE
SR.NO 1VERY POOR NEWS 2SOME WHAT GOOD 3AVERAGE 4VALUABLE NEWS 5VERY VALUA BLE NEWS CITY NEWS & CURRENT AFFAIRS INTERNATION AL NEWS SPORTS NEWS EDITORIAL NEWS BUSINESS NEWS
30 35 55 30 35
65 85 60 90 75
50 30 35 25 35
5 0 0 5 5
0 0 0 0 0
ANALYSIS: Here most of the respondent gave equal response to first three sections, some of the respondents had not responded for international news and sports. GRAPH-10.2:DECCAN CHRONICLE
INTERPRETATION: From the above graph it can be observed that all sections were somewhat good while the sports section was average and for editorial news and business news there were few responses.
TABLE-10.3: DECCAN HERALD

60 50 30 45 75
55 45 55 40 50
35 40 50 35 10
0 15 15 30 15
0 0 0 0 0
ANALYSIS: From the above table it can be seen that city news, international news and editorial section/business news were somewhat good but were not valuable to the respondents. GRAPH-10.3:DECCAN HERALD
INTERPRETATION: It can be seen from the above graph that most of the respondents were not satisfied with city news and business news while other three sections were average.
TABLE-10.4: DNA
30 55 45 40 55
85 55 65 75 50
30 35 35 25 35
5 5 0 10 10
0 0 5 0 0
ANALYSIS: From the above table it can be seen that most of the respondents responded somewhat good for city news, sports news and editorial news. For sports news some respondent told that it is very valuable. GRAPH-10.4:DNA
INTERPRETATION: From the above graph it can be seen that some respondents have found the sports section very valuable while sections of city news and editorial were also somewhat good and international news & business news were respond ended equally.
TABLE 11
HOW LONG RESPONDENTS ARE USING DNA NEWSPAPER. TIME PERIOD 1-3 MONTH 4-6 MONTH 7-9 MONTH 10-12 MONTH NOT READING TOTAL NO. OF RESPONDENTS 30 22 17 13 68 150 PERCENTAGE 20% 14.67% 11.33% 8.67% 45.33% 100
ANALYSIS: It can be seen from the above table that 45.33% respondent were not reading DNA newspaper, 20% of respondent are reading it from last 3 months, 14.67% of respondent are reading it from last 6 months, 11.33% of respondent are reading it from last 9 months and 8.67% of respondent are reading it from last 1 year. GRAPH 11 HOW LONG RESPONDENTS ARE USING DNA NEWSPAPER.
INTERPRETATION: From the above graph it is observed that most of the respondents were not reading DNA newspaper, few of the respondent were found reading it from last 3 months. TABLE 12 SATISFACTION LEVEL OF RESPONDENT FOR DNA NEWSPAPER. LEVEL SATISFACTION HIGHLY SATISFIED REASONABLY SATISFIED AVERAGE DIS-SATISFIED WE CANT SAY TOTAL OF NO. OF RESPONDENTS 5 18 40 27 60 150 PERCENTAGE 3.33% 12% 26.67% 18% 40% 100
ANALYSIS: It can be seen from the above table that 26.67% of respondent who are reading DNA newspaper their satisfaction level is average, while 40% of the respondent told that they are not reading DNA newspaper.
GRAPH 12 SATISFACTION LEVEL OF RESPONDENT FOR DNA NEWSPAPER.
INTERPRETATION: From the above graph it can be seen that most of the respondent cant say anything for satisfaction because most of the respondent are not reading the newspaper. TABLE 13 RESPONDENTS PERCEPTION FOR BRAND DNA. PERCEPTION LEVEL EXCELLENT VERY GOOD AVERAGE BELOW PAR WE CANT SAY TOTAL NO. OF RESPONDENTS 12 9 45 29 55 150 PERCENTAGE 8% 6% 30% 19.33% 36.67% 100
ANALYSIS: It can be observed from above table that 30% of respondent perceive brand DNA as average, 19.33% respondent perceive brand DNA below par. GRAPH 13 RESPONDENTS PERCEPTION FOR BRAND DNA.
INTERPRETATION: It can be seen from the above graph that 36.67% respondent cant say anything for brand DNA. And some of the respondent found it average and below par. TABLE 14 DOES NEWSPAPER HAS CHANGED NEWS COMMUNICATION TREND. NO. OF RESPONDENTS YES NO UPTO SOME EXTENT TOTAL 62 38 50 150 PERCENTAGE 41.33% 25.33% 33.33% 100
ANALYSIS: It can be seen from the above table that almost 87.33 % respondent told that newspaper has changed the news communication. 8% respondent told that up to some extent newspaper has changed news communication and 4.47% respondent told that newspaper has not changed news communication. GRAPH 14 DOES NEWSPAPER HAVE CHANGED NEWS COMMUNICATION.
INTERPRETATION: From the above graph it can be seen that newspaper has changed the news communication.
Hypothesis:
Chi Square Test for Goodness of Fit: The chi-square test allows us to test for significance in the analysis of frequency distributions. It is used for dichotomous answers. Calculation of the chi- Square statistic allows to determine the difference between the observed frequency distribution and the expected frequency distribution can be attributed to sampling variation. The steps in this process are as follows: Formulate the null hypothesis and determine the expected frequency of each answer. Determine the appropriate significance level
Calculate the X2 value , using the observed frequencies from the sample and the
expected frequencies.
Make the statistical decision by comparing the calculate X2 value with the critical X
value To calculate the chi- square Statistic X2 = (0i-Ei) 2/Ei
HYPOTHESIS FORMULATION: Ho: NEWSPAPER HAS CHANGED NEWS COMMUNICATION TREND. H1: NEWSPAPERS HAS NOT CHANGED NEWS COMMUNICATION TREND. Test: Chi-square goodness-of-fit computation Parameters YES NO Observed 62 38 Expected 50 50 50 (O-E) 12 12 0 (O-E)2 144 144 0 (O-E)2/E 2.88 2.88 0
UPTO SOME 50 EXTENT
Total X2= 5.76 Here the level of significance is 5% and degree of freedom is 2.
The table value at 5% is 5.91 and the calculated value is 5.76, therefore X < X2 , so the null hypothesis is accepted.
FINDINGS AND RECOMMENDATIONS:

FINDINGS: COMPETITOR ANALYSIS.
It can be seen that 40% of respondents has rated DECCAN CHRONICLE for low
value of money, along with DNA with 33.33%. Comparatively DECCAN HERALD was 20% and TIMES OF INDIA was 6.67%.
It can be seen that 53.33% respondents has rated TIMES OF INDIA for value for
money, along with DECCAN HERALD 16.67%, comparatively DECCAN CHRONICLE was 10% and DNA was 20%.
From the above it can be seen that 60% of the respondent has rated TIMES OF
INDIA for greater value for money, along with DECCAN HERALD 20% and 10% for DECCAN CHRONICLE and DNA.
It can be seen table that 80% of the respondent has told that they like TIMES OF
INDIA.
From the above table that 40% of the respondent were found who dislikes DNA,
33.33% were for DECCAN HERALD, 23.33% were for DECCAN CHRONICLE and few were for TIMES OF INDIA.
It can be seen that all respondents have rated first three sections of times of india
equally, some fluctuation were there in valuable news and very valuable news. From the above table it can be seen that most of the respondents responded somewhat good for city news, sports news and editorial news. For sports news some respondent told that it is very valuable. CUSTOMER PERCEPTION & BRAND VALUE
It can be observed that 40% of the respondent was found who have read TIMES OF
INDIA at least once, followed by DECCAN CHRONICLE 27% and DNA (DAILY NEWS AND ANALYSIS) 20%, while DECCAN HERALD was only 13%.
It can be observed that 40% of the respondents were reading TIMES OF INDIA,
while other newspaper brands have equal percentage of 20%.

It can be seen that most of the respondent usually read newspaper at their work place. It can be seen that 80% of the respondent told that TIMES OF INDIA is the major
player in newspaper, comparatively other leading brands are far behind.

It can be seen from the above that 46.67% respondent were found telling that news is
an important factor, while 23.33% told flow of content is an important factor, 20% told that depth of coverage is an important factor and 10% told that brand value is an important factor.
It can be seen from the above that 45.33% respondent were not reading DNA
newspaper, 20% of respondent are reading it from last 3 months, 14.67% of respondent are reading it from last 6 months, 11.33% of respondent are reading it from last 9 months and 8.67% of respondent are reading it from last 1 year.
RECOMMENDATIONS:
Make public aware about the brand, by sponsoring various events in local or on
television also on internet (as pop-ups).

Have institutional tie-ups, as this is a good promotional tool. Many of the newspapers
are using this tool very effectively. E.g. Business Line of THE HINDUS have institutional tie ups with Baldwin college. E.g. Indian Express has tie-ups with New Horizon College. Formulate the news on basis of the customers, differentiate the customers in different groups and then focus on each group, like:
Youngsters want more news from sports and entertainment. Important news of businesses and also important tips of share market for working class people (both man & women). Mind games and also comics for childrens.
Include special educational sections for parents to guide their childrens; .i.e. this section will include important tips regarding education, improving handwriting, manners etc.
As company is new in the market and also the company has not got the first mover advantage they can use comparative and penetrative pricing strategies to attract competitors customers.
To increase the sales the company can publish bulletins for newspaper and later news
subscription should be given for detailed news. In other words, newspaper should only highlight the important news in bulletins and when asked for detailed news they should give subscription to the customers.
To increase and attract more customers the flow of content of the news should be
designed in a way that it meets the expectations of the customers.
CONCLUSION In the duration of ten weeks that I spent in DNA, Bangalore, I had the experience to see how an industry operates. Company is using various promotional tools to make their presence in the market with the mix of proper marketing strategies, as company is associated with strong brands like Dainik Bhaskar and Excel Group they can do well in the market. As they have good variety in news and they are the first company who prints all the pages of newspaper in colour. As tastes of customers are changing which might be opportunity or threat for the company. To sum up, I would say that the required change is one that cannot be achieved instantly, but the change can be introduced gradually. Moreover, advertisements and other activities are of no use if the product is not up to that mark. For a company like DNA advertisement is a secondary factor, but still the importance of advertisement should not be ignored.
BIBLIOGRAPHY
1] REFERENCE BOOKS a) Marketing Management (8th Edition) By Philip Kotler b) Marketing Management By Dr. Karunakaran
2] WEBSITES a) www.google.com b) www.dnaindia.net c) www.wikipedia.org


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AN ORGANISATIONAL STUDY AT DAILY NEWS & ANALYSIS (DNA) MBA project reports collections -2011 By Imashok !

DEPARTMENT OF MANAGEMENT STUDIES, NHCE

imashok 9620619777 Page 1

Place: Bangalore Date:

Signature of the candidate

(SARASWAT RAM GOPAL)

SARASWAT RAM GOPAL

DEPARTMENT OF MANAGEMENT STUDIES, NHCE

imashok 9620619777 Page 5

NEWSPAPER INDUSTRY IN INDIA:

Number of Nondaily Newspapers: 98

print media industry in India with its

range of businesses encompassing the content-to-consumer value chain.

VISION STATEMENT OF DNA: To be amongst the top 5 Media Organizations in India.

DEPARTMENT OF MANAGEMENT STUDIES, NHCE

imashok 9620619777 Page 16

DEPARTMENT OF MANAGEMENT STUDIES, NHCE

Language Headquarters Circulation Official Website

English Hyderabad, India

WORK FLOW MODEL

GOES FOR PRINTING

AREA WISE PACKAGING AND DISTRIBUTION

DELIVERY OF NEWSPAPER AT DIFFERENT VENDOR THROUGH DISTRIBUTOR

VENDOR DELIVER NEWSPAPER TO FINAL CUSTOMER

WORK FLOW MODEL FOR ADVERTISMENT: DNA

ADVERTISMENT THROUGH AD-SALES

DEPARTMENT OF MANAGEMENT STUDIES, NHCE

imashok 9620619777 Page 21

AD CONFIRMATION THROUGH RELEASE ORDER

Ads ARE RELEASED AS SOON AS THE MATERIAL COMES

SCREENING OF Ads IS DONE TO CHECK THE PRINT QUALITY

Mc KINSEY 7S FRAME WORK:

DEPARTMENT OF MANAGEMENT STUDIES, NHCE

imashok 9620619777 Page 22

Shared values of DNA:

acting with pace, pride and passion.

premium services, and

creating value with our customers.

DEPARTMENT OF MANAGEMENT STUDIES, NHCE

imashok 9620619777 Page 25

DEPARTMENT OF MANAGEMENT STUDIES, NHCE

imashok 9620619777 Page 28

VP- BUSINESS HEAD

SENIOR EDITORCITY DESK EDITORSPECIAL PROJECT

SENIOR EDITORCITY CHIEF EDITORNATION

DGM- HR & ADMINISTRAT ION

CHIEF MNGFIG & ANALYSI CHIEF MNGFINANCE /LEGAL

CITY CIRCULATION CITY HD

CHIEF MNG PLANT

IT-SYSTEM & N/W ENGINEER

Figure: DNA ORGANISATIONAL STRUCTURE

THREATS: Competitors. Price war among competitors. Shifts in consumers taste.

DEPARTMENT OF MANAGEMENT STUDIES, NHCE

imashok 9620619777 Page 32

GENERAL INTRODUCTION MARKET

DEPARTMENT OF MANAGEMENT STUDIES, NHCE

imashok 9620619777 Page 33

DEPARTMENT OF MANAGEMENT STUDIES, NHCE