Marketing

(with special Reference to Hindustan Times)

A Project submitted in partial fulfillment of the requirements for BBA in

Management

By
Name: Y
Enrolment No-1501921708
(in BBA 3rd semester)

Under the Supervision of

Guide Name:

Department of Management
Lingaya’s Lalita Devi Institute of Management and Sciences
Guru Gobind Singh Indraprastha University

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 CERTIFICATE

This is to certify that the project title MARKETING is bonafide and

original research workdone by student of Lalita Devi Institute Of
Management and Sciences GGSIP University, under my supervision and
guidance.

This subject on which this dissertation has been written by her original
contribution towards the discipline of management and it has not
previously formed the basis for the award of the Degree, Diploma, or other
similar title to any candidate.

This dissertation represents entirely an independent research work of the

candidate under my guidance.

Guide signature
( )

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 DECLARATION
This work has not previously been accepted in substance for any degree
and is not being concurrently submitted in candidature for any degree/
diploma.
Signed:……………
Date:……………...

Statement 2
This project is the result of my own independent work/investigation,
except where otherwise stated. Other sources are acknowledged by giving
explicit references. A bibliography is appended.

Signed:…………
Date:…………..

Hindustan Times 3
 ACKNOWLEDGEMENT
This project work has been a great experience on MARKETING (WITH
SPECIAL REFERENCE TO HINDUSTAN TIMES).This work would not
have been possible without the help, cooperation, constructive suggestion
and well wishes of many people. I would like to thank all of them, as
mention a few here.

I owe my profound respect to my project guide, and express my deep

sense of gratitude and indebtedness for their inspirations, valuable and
scholarly guidance, imperative suggestions and personal attention at each
stage of the work. Their gamut of knowledge, dedication towards research,
exemplary devotion and trust towards me has been unique and is the prime
key behind the success of this project .his personality has been
instrumental in blending an exciting spirit and atmosphere for research .it
has been a great opportunity and experience to work with him, as I will
forever cherish the deep interaction I had with them.

Finally, I am most grateful to my parents for their moral support and

blessings and for being an immense source of inspiration for me all
through my life.

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Marketing
Marketing is an integrated communications-based process through which
individuals and communities are informed or persuaded that existing and
newly-identified needs and wants may be satisfied by the products and
services of others.

Marketing is used to create the customer, to keep the customer and to

satisfy the customer. With the customer as the focus of its activities, it can
be concluded that Marketing is one of the premier components of Business
Management - the other being Operations(or Production). Other services
and management activities such as Human Resources, Accounting, Law
and Legal aspects can be "bought in" or "contracted out".

Definition
Marketing is defined by the American Marketing Association as the
activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large. The term developed from the
original meaning which referred literally to going to a market to buy or
sell goods or services.

The Chartered Institute of Marketing defines marketing as "The

management process responsible for identifying, anticipating and
satisfying customer requirements profitably."

Marketing practice tended to be seen as a creative industry in the past,

which included advertising, distribution

and selling. However, because the academic study of marketing makes

extensive use of social sciences, psychology, sociology, mathematics,
economics, anthropology and neuroscience, the profession is now widely
recognized as a science, allowing numerous universities to offer Master-
of-Science (MSc) programmes. The overall process starts with marketing
research and goes through market segmentation, business planning and
execution, ending with pre and post-sales promotional activities. It is also
related to many of the creative arts. The marketing literature is also adept
at re-inventing itself and its vocabulary according to the times and the
culture.

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Seen from a systems point of view, sales process engineering views
marketing as a set of processes that are interconnected and interdependent
with other functions new approaches.

The marketing concept

The term marketing concept pertains to the fundamental premise of
modern marketing. This concept proposes that in order to satisfy its
organizational objectives, an organization should anticipate the needs and
wants of consumers and satisfy these more effectively than competitors.

Marketing orientation
An orientation, in the marketing context, relates to a perception or attitude
a firm holds towards its product or service, essentially concerning
consumers and end-users. There exist several common orientations:

Product orientation
A firm employing a product orientation is chiefly concerned with the
quality of its own product. A firm would also assume that as long as its
product was of a high standard, people would buy and consume the
product.

This works most effectively when the firm has good insights about
customers and their needs and desires, as for example in the case of Sony
Walkman or Apple iPod, whether these derive from intuitions or research.

Sales orientation
A firm using a sales orientation focuses primarily on the selling/promotion
of a particular product, and not determining new consumer desires as such.

Consequently, this entails simply selling an already existing product, and

using promotion techniques to attain the highest sales possible.

Such an orientation may suit scenarios in which a firm holds dead stock,
or otherwise sells a product that is in high demand, with little likelihood of
changes in consumer tastes diminishing demand.

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Production orientation
A firm focusing on a production orientation specializes in producing as
much as possible of a given product or service. Thus, this signifies a firm
exploiting economies of scale, until the minimum efficient scale is
reached.

A production orientation may be deployed when a high demand for a

product or service exists, coupled with a good certainty that consumer
tastes do not rapidly alter (similar to the sales orientation).

Marketing orientation
The marketing orientation is perhaps the most common orientation used in
contemporary marketing. It involves a firm essentially basing its
marketing plans around the marketing concept, and thus supplying
products to suit new consumer tastes.

As an example, a firm would employ market research to gauge consumer

desires, use R&D to develop a product attuned to the revealed
information, and then utilize promotion techniques to ensure persons know
the product exists. The marketing orientation often has three prime facets,
which are:

Customer orientation
A firm in the market economy survives by producing goods that persons
are willing and able to buy. Consequently, ascertaining consumer demand
is vital for a firm's future viability and even existence as a going concern.

Organizational orientation
In this sense, a firm's marketing department is often seen as of prime
importance within the functional level of an organization.Information
from an organization's marketing department would be used to guide the
actions of other department's within the firm. As an example, a marketing
department could ascertain (via marketing research) that consumers
desired a new type of product, or a new usage for an existing product.
With this in mind, the marketing department would inform the R&D
department to create a prototype of a product/service based on consumers'
new desires.

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The production department would then start to manufacture the product,
while the marketing department would focus on the promotion,
distribution, pricing, etc. of the product. Additionally, a firm's finance
department would be consulted, with respect to securing appropriate
funding for the development, production and promotion of the product.

Inter-departmental conflicts may occur, should a firm adhere to the

marketing orientation. Production may oppose the installation, support and
servicing of new capital stock, which may be needed to manufacture a
new product. Finance may oppose the required capital expenditure, since it
could undermine a healthy cash flow for the organization.

Mutually beneficial exchange

In a transaction in the market economy, a firm gains revenue, which thus
leads to more profits/market share/sales. A consumer on the other hand
gains the satisfaction of a need/want, utility, reliability and value for
money from the purchase of a product or service. As no one has to buy
goods from any one supplier in the market economy, firms must entice
consumers to buy goods with contemporary marketing ideals.

The Four P’s

In the early 1960s, Professor Neil Borden at Harvard Business School
identified a number of company performance actions that can influence
the consumer decision to purchase goods or services. Borden suggested
that all those actions of the company represented a “Marketing Mix”.
Professor E. Jerome McCarthy, at the Michigan State University in the
early 1960s, suggested that the Marketing Mix contained 4 elements:
product, price, place and promotion.

Product
The product aspects of marketing deal with the specifications of
the actual goods or services, and how it relates to the end-user's
needs and wants. The scope of a product generally includes
supporting elements such as warranties, guarantees, and support.

Pricing

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 This refers to the process of setting a price for a product, including
discounts. The price need not be monetary; it can simply be what is
exchanged for the product or services, e.g. time, energy, or
attention. Methods of setting prices optimally are in the domain of
pricing science.

Placement or distribution
This refers to how the product gets to the customer; for example,
point-of-sale placement or retailing. This third P has also
sometimes been called Place, referring to the channel by which a
product or service is sold (e.g. online vs. retail), which geographic
region or industry, to which segment (young adults, families,
business people), etc. also referring to how the environment in
which the product is sold in can affect sales.

Promotion
This includes advertising, sales promotion, including promotional
education, publicity, and personal selling. Branding refers to the
various methods of promoting the product, brand, or company.

These four elements are often referred to as the marketing mix, which a
marketer can use to craft a marketing plan.

a range of Seven Ps for service industries:

Process - the way in which orders are handled, customers are

The four Ps model is most useful when marketing low value consumer
products. Industrial products, services, high value consumer products
require adjustments to this model. Services marketing must account for the
unique nature of services.

Industrial or B2B marketing must account for the long term contractual
agreements that are typical in supply chain transactions. Relationship
marketing attempts to do this by looking at marketing from a long term
relationship perspective rather than individual transactions.

As a counter to this, Morgan, in Riding the Waves of Change (Jossey-

Bass, 1988), suggests that one of the greatest limitations of the 4 Ps
approach "is that it unconsciously emphasizes the inside–out view
(looking from the company outwards), whereas the essence of marketing
should be the outside–in approach".

In order to recognize the different aspects of selling services, as opposed

to Products, a further three Ps were added to make satisfied and the

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service is delivered.
Physical Evidence - is tangible evidence of the service customers will
receive (for example a holiday brochure).
People - the people meeting and dealing with the customers.

As markets have become more satisfied, the 7 Ps have become relevant to

those companies selling products, as well as those solely involved with
services: customers now differentiate between sellers of goods by the
service they receive in the process from the people involved.

Some authors cite a further P - Packaging - this is thought by many to be

part of Product, but in certain markets (Japan, China for example) and
with certain products (perfume, cosmetics) the packaging of a product has
a greater importance - maybe even than the product itself.

The marketing environment

The term "marketing environment" relates to all of the factors (whether
internal, external, direct or indirect) that affect a firm's marketing
decision-making/planning. A firm's marketing environment consists of
three main areas, which are:

 The macro-environment, over which a firm holds little control

 The micro-environment, over which a firm holds a greater amount
(though not necessarily total) control

The macro-environment
A firm's marketing macro-environment consists of a variety of external
factors that manifest on a large (or macro) scale. These are typically
economic, social, political or technological phenomena. A common
method of assessing a firm's macro-environment is via a PESTLE
(Political, Economic, Social, Technological, Legal, Ecological) analysis.
Within a PESTLE analysis, a firm would analyse national political issues,
culture and climate, key macroeconomic conditions, health and indicators
(such as economic growth, inflation, unemployment, etc.), social
trends/attitudes, and the nature of technology's impact on its society and
the business processes within the society.

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The micro-environment
A firm's micro-environment comprises factors pertinent to the firm itself,
or stakeholders closely connected with the firm or company.

A firm's micro-environment typically spans:

 Customers/consumers
 Employees
 Suppliers

By contrast to the macro-environment, an organization holds a greater

degree of control over these factors. these all factors a firm can handle/
control by using the marketing tools.

Marketing research
Marketing research involves conducting research to support marketing
activities, and the statistical interpretation of data into information. This
information is then used by managers to plan marketing activities, gauge
the nature of a firm's marketing environment, attain information from
suppliers, etc.

A distinction should be made between marketing research and market

research. Market research pertains to research in a given market. As an
example, a firm may conduct research in a target market, after selecting a
suitable market segment. In contrast, marketing research relates to all
research conducted within marketing. Thus, market research is a subset of
marketing research.

Marketing researchers use statistical methods (such as quantitative

research, qualitative research, hypothesis tests, Chi-squared tests, linear
regression, correlation co-efficients, frequency distributions, Poisson and
Binomial distributions, etc.) to interpret their findings and convert data
into information.

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Product

Branding
A brand is a name, term, design, symbol, or other feature that
distinguishes products and services from competitive offerings. A brand is
more than a name, design or symbol. Brand reflects personality of the
company which is organizational culture.

A brand has also been defined as an identifiable entity that makes a

specific value based on promises made and kept either actively or
passively.

Branding means creating a reference of certain products in mind.

Co-branding involves marketing activity involving two or more products.

Marketing communications
Marketing communications is defined by actions a firm takes to
communicate with end-users, consumers and external parties. Marketing
communications encompasses four distinct subsets, which are:

Personal sales
Oral presentation given by a salesperson who approaches individuals or a
group of potential customers:

 Live, interactive relationship

 Personal interest
 Attention and response
 Interesting presentation
 Clear and thorough.

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Sales promotion
Short-term incentives to encourage buying of products:

 Instant appeal
 Anxiety to sell

An example is coupons or a sale. People are given an incentive to buy, but

this does not build customer loyalty or encourage future repeat buys. A
major drawback of sales promotion is that it is easily copied by
competition. It cannot be used as a sustainable source of differentiation.

Public Relations
Public Relations (or PR, as an acronym) is the use of media tools by a firm
in order to promote goodwill from an organization to a target market
segment, or other consumers of a firm's good/service. PR stems from the
fact that a firm cannot seek to antagonize or inflame its market base, due
to incurring a lessened demand for its good/service. Organizations
undertake PR in order to assure consumers, and to forestall negative
perceptions towards it.

PR can span:

 Interviews
 Speeches/Presentations
 Corporate literature, such as financial statements, brochures, etc.

Publicity
Publicity involves attaining space in media, without having to pay directly
for such coverage. As an example, an organization may have the launch of
a new product covered by a newspaper or TV news segment. This benefits
the firm in question since it is making consumers aware of its product,
without necessarily paying a newspaper or television station to cover the
event.

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Advertising
Advertising occurs when a firm directly pays a media channel to publicize
its product. Common examples of this include TV and radio adverts,
billboards, branding, sponsorship, etc.

Marketing communications "mix"

Marketing communications is a "sub-mix" within the Promotion aspect of
the marketing mix, as the exact nature of how to apply marketing
communications depends on the nature of the product in question.

Accordingly, a given product would require a unique communications

mix, in order to convey successfully information to consumers. Some
products may require a stronger emphasis on personal sales, while others
may need more focus on advertising.

Marketing Planning
The area of marketing planning involves forging a plan for a firm's
marketing activities. A marketing plan can also pertain to a specific
product, as well as to an organisation's overall marketing strategy.

Generally speaking, an organisation's marketing planning process is

derived from its overall business strategy. Thus, when top management are
devising the firm's strategic direction/mission, the intended marketing
activities are incorporated into this plan.

Marketing Planning Process

Within the overall strategic marketing plan, the stages of the process are
listed as thus:

 Mission Statement
 Corporate Objectives
 Marketing Audit
 SWOT analysis
 Assumptions arising from the Audit and SWOT analysis

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  Marketing objectives derived from the assumptions
 An estimation of the expected results of the objectives
 Identfication of alternative plans/mixes
 Budgeting for the marketing plan
 A first-year implementation programme

Levels of marketing objectives

within an organization
As stated previously, the senior management of a firm would formulate a
general business strategy for a firm. However, this general business
strategy would be interpreted and implemented in different contexts
throughout the firm.

Corporate
Corporate marketing objectives are typically broad-based in nature, and
pertain to the general vision of the firm in the short, medium or long-term.

As an example, if one pictures a group of companies (or a conglomerate),

top management may state that sales for the group should increase by 25%
over a ten year period.

Strategic business unit

Strategic business unit (SBU), in this case, means strategic business unit.
An SBU is a subsidiary within a firm, which participates within a given
market/industry. The SBU would embrace the corporate strategy, and
attune it to its own particular industry. For instance, an SBU may partake
in the sports goods industry. It thus would ascertain how it would attain
additional sales of sports goods, in order to satisfy the overall business
strategy.

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Functional
The functional level relates to departments within the SBUs, such as
marketing, finance, HR, production, etc. The functional level would adopt
the SBU's strategy and determine how to accomplish the SBU's own
objectives in its market.

To use the example of the sports goods industry again, the marketing
department would draw up marketing plans, strategies and
communications to help the SBU achieve its marketing aims.

Customer focus
Many companies today have a customer focus (or market orientation).
This implies that the company focuses its activities and products on
consumer demands. Generally there are three ways of doing this: the
customer-driven approach, the sense of identifying market changes and the
product innovation approach.

In the consumer-driven approach, consumer wants are the drivers of all

strategic marketing decisions. No strategy is pursued until it passes the test
of consumer research. Every aspect of a market offering, including the
nature of the product itself, is driven by the needs of potential consumers.
The starting point is always the consumer. The rationale for this approach
is that there is no point spending R&D funds developing products that
people will not buy. History attests to many products that were
commercial failures in spite of being technological breakthroughs.

A formal approach to this customer-focused marketing is known as

SIVA[7] (Solution, Information, Value, Access). This system is basically
the four Ps renamed and reworded to provide a customer focus.

The SIVA Model provides a demand/customer centric version alternative

to the well-known 4Ps supply side model (product, price, place,
promotion) of marketing management.

Product → Solution

Promotion → Information

Price → Value

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 Placement → Access

Product focus
In a product innovation approach, the company pursues product
innovation, then tries to develop a market for the product. Product
innovation drives the process and marketing research is conducted
primarily to ensure that profitable market segment(s) exist for the
innovation. The rationale is that customers may not know what options
will be available to them in the future so we should not expect them to tell
us what they will buy in the future. However, marketers can aggressively
over-pursue product innovation and try to overcapitalize on a niche. When
pursuing a product innovation approach, marketers must ensure that they
have a varied and multi-tiered approach to product innovation. It is
claimed that if Thomas Edison depended on marketing research he would
have produced larger candles rather than inventing light bulbs. Many
firms, such as research and development focused companies, successfully
focus on product innovation. Many purists doubt whether this is really a
form of marketing orientation at all, because of the ex post status of
consumer research. Some even question whether it is marketing.

 An emerging area of study and practice concerns internal

marketing, or how employees are trained and managed to deliver
the brand in a way that positively impacts the acquisition and
retention of customers (employer branding).
 Diffusion of innovations research explores how and why people
adopt new products, services and ideas.
 A relatively new form of marketing uses the Internet and is called
Internet marketing or more generally e-marketing, affiliate
marketing, desktop advertising or online marketing. It tries to
perfect the segmentation strategy used in traditional marketing. It
targets its audience more precisely, and is sometimes called
personalized marketing or one-to-one marketing.
 With consumers' eroding attention span and willingness to give
time to advertising messages, marketers are turning to forms of
permission marketing such as branded content, custom media and
reality marketing.
 The use of herd behavior in marketing.

The Economist reported a recent conference in Rome on the

subject of the simulation of adaptive human behavior. [8] It shared

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 mechanisms to increase impulse buying and get people "to buy
more by playing on the herd instinct." The basic idea is that people
will buy more of products that are seen to be popular, and several
feedback mechanisms to get product popularity information to
consumers are mentioned, including smart-cart technology and the
use of Radio Frequency Identification Tag technology. A "swarm-
moves" model was introduced by a Florida Institute of Technology
researcher, which is appealing to supermarkets because it can
"increase sales without the need to give people discounts."

Marketing is also used to promote business' products and is a great way to

promote the business.

Other recent studies on the "power of social influence" include an

"artificial music market in which some 14,000 people downloaded
previously unknown songs" (Columbia University, New York); a
Japanese chain of convenience stores which orders its products
based on "sales data from department stores and research
companies;" a Massachusetts company exploiting knowledge of
social networking to
improve sales; and online retailers who are increasingly informing
consumers about "which products are popular with like-minded
consumers" (e.g., Amazon, eBay).

Areas of marketing
specialization
 Agricultural marketing
 Advertising and branding
 Communications
 Customer relationship management (CRM)
 Database marketing
 Professional selling
 Direct marketing
 Ethical marketing
 Event organization
 Experiential marketing
 Global marketing
 Guerrilla marketing
 Integrated marketing
 International marketing
 Internet marketing
 Industrial marketing
 Market research
 Marketing strategy
 Marketing plan
 Political marketing

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  Product marketing
 Promotional education
 Proximity marketing
 Public marketing
 Retailing
 Search engine marketing
 Segmentation
 Shopper Marketing
 Social media marketing
 Sponsorship
 Strategic management
 Wholesale marketing

HISTORY
The Hindustan Times is a leading newspaper in India. It is the market
leader for English papers in North India. It has its roots in the
independence movement of the first half of the twentieth century. It was
edited at times by many important people in India, including Devdas
Gandhi (the son of Mahatma Gandhi) and Khushwant Singh. Hindustan
Times (or HT as it is popularly known as) was founded in 1924 by Master
Sunder Singh Lyallpuri, founder-father of the Akali Movement and the
Shiromani Akali Dal in Punjab, with the contributions from USA, Canada
and locals mostly from Lyallpur District Sheikhupura (now in Pakistan). S
Mangal Singh Gill (Tesildar) and S. Chanchal Singh (Jandiala, Jullundur)

Hindustan Times 19
were made in charge of the newspaper. Pt Madan Moham Malayia and
Master Tara Singh were among the members of the Managing Committee.
The Managing Chairman and Chief Patron was Master Sunder Singh
Lyallpuri himself. K. M. Panikkar was its first Editor with Devdas Gandhi
(son of Mahatma Gandhi) also on the editor's panel. The opening
ceremony was performed by Mahatma Gandhi on September 15, 1924.
The first issue was published from Naya Bazar, Delhi (Now: Swami
Sharda Nand Marg) and contained writings and articles from C. F.
Andrews, St. Nihal Singh, Maulana Mohammad Ali, C. R. Reddy (Dr.
Cattamanchi Ramalinga Reddy) , T. L. Vaswani, Ruchi Ram Sahni,
Bernard Haton, Harinder Nath Chattopadhyaya, Dr Kichlu and Rubi
Waston etc.

HT MEDIA
LIMITED
COMPANY PROFILE
Founded in 1924 when its flagship newspaper The Hindustan Times was
inaugurated by Mahatma Gandhi, HT Media (BSE, NSE) has today
become one of India's largest media companies. With a combined daily
circulation of 2.25 million copies and a readership base of 14.49 million
readers, The Hindustan Times (English) and Hindustan (Hindi) enjoy
strong brand recognition among readers and advertisers, and are produced
by an editorial team know for its quality, innovation and integrity. HT
Media operates 15 printing facilities across India with an installed capacity
of 1.5 million copies per hour. HT's Internet business, under the
Hindustantimes.com portal, is primarily a news website with 1.98 million
unique visitors and 50 million page views per month, with a significant
share of the traffic coming from outside India.
As part of its expansion into electronic media, HT Media, through its HT
Music and Entertainment Company Ltd. subsidiary is entering the FM
radio market in key Indian cities later this year through a consulting
partnership with Virgin Radio. Citicorp International Finance Corp. and
Henderson Partners Capital (Mauritius) Ltd. own significant stakes in HT
Media. HT Media reported 2006 annual revenue of $186 million. For the
fiscal first quarter ended June 30, 2006, the company reported a 33%

Hindustan Times 20
increase in revenue to $54 million and a tripling of profit after tax (PAT)
to $7 from the year-ago quarter. ($1=Rs. 46))

HT Media Limited is a major player in the print media in India. It has a

leadership position in the English newspaper market in North India and
the second position in the Hindi newspaper market in the North and East.
The group now intends to consolidate itself as a vibrant and modern media
powerhouse through strategic partnerships, ever-increasing scope of
operations and a consumer focused approach.

Hindustan Times, the flagship publication from the group, was

inaugurated by Mahatma Gandhi in 1924 and has established its presence
as a newspaper with editorial excellence and integrity. Today, Hindustan
Times has a circulation of over 1.2 million and is the fastest growing
mainline English newspaper in terms of readership. Hindustan Times,
Delhi, is India’s largest single-edition daily. In July 2005, Hindustan
Times made a successful entry into the commercial capital of India –
Mumbai.

Hindustan, the Hindi daily from HT Media, is one of the leading Hindi
dailies in the country with a readership in excess of 10 million. This makes
it the fourth largest read daily in India.

The group's news portal HindustanTimes.com, with over 2 million unique

visitors and 50 million page views per month, is one of the largest news
portals in the country. It has consistently been ranked amongst the top 10
news sites in the world by Forbes and offers in-depth coverage and
analyses to its users.

As part of its expansion into electronic media, HT Media, through its

subsidiary HT Music and Entertainment Company Ltd., has entered the
FM radio market in key Indian cities through a consulting partnership with
Virgin Radio.

HT Media also plans to launch a national business newspaper, with an

exclusive agreement with Wall Street Journal to publish Journal-branded
news and information in India.

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Hindustan Times 22
Hindustan Times 23
Hindustan Times 24
Hindustan Times Group

Corporate Profile

India's foremost media conglomerate is home to the leading newspapers in the

country - Hindustan Times (the flagship English daily) and Hindustan (Hindi
newspaper). The HT Media Ltd. also has a significant online presence with
HindustanTimes.com.

The HT Media Ltd. plans to consolidate itself as a vibrant and modern media
powerhouse through strategic partnerships, ever-increasing scope of operations and a
consumer focused approach.

Hindustan Times 25
PRODUCT
MIX

Hindustan Times 26
HINDUSTAN TIMES GROUP

Leadership through quality and innovation is the hallmark of The

Hindustan Times Limited. The organization has been a major force for
over seven decades in the print media and comprises the following brands:

PRINT
 Hindustan Times: Delhi, Mumbai, Lucknow, Patna, Kolkata Editions
 Hindustan: Delhi, Lucknow, Patna, Ranchi Editions
 Nandan: Monthly Children's Magazine
 Kadambini: Monthly Literary Magazine

Hindustan Times 27
Hindustan Times

 Hindustan Times, the flagship publication of the Group, has editions from
New Delhi, Mumbai, Lucknow, Patna and Kolkata thus, dominating most
part of the country.

 Hindustan Times is printed out of 9 centres including Bhopal, Chandigarh,

New Delhi, Mumbai, Jaipur, Kolkata, Lucknow, Patna and Ranchi.

HT Delhi Edition

 HT Delhi has a daily lifestyle supplement called HT City

 with a special Weekend edition on Fridays called HT City WE.

 It has its jobs supplement called 'Power Jobs' on Tuesdays;

 Education supplement called 'Horizons' on Wednesdays;

 Real Estates section called 'HT Estates' on Saturdays.

 HT Delhi has a magazine called Brunch every Sunday.

The Delhi-based English newspaper, Hindustan Times , is part of the KK Birla group
and managed by Shobhana Bharatiya, granddaughter of GD Birla. It is owned by HT
Media, one of India's top media conglomerates, which other than Hindustan Times is
also home to the Hindi daily Hindustan . The KK Birla group at present owns 75.36
per cent stake in HT Media, currently valued at Rs 834 crore.

Its New Delhi edition continues to be the single largest English daily edition in the
country with a circulation of over a million. It is also the largest circulated and most
widely read newspaper in Delhi.

HT Mumbai Edition

 HT Mumbai has a daily lifestyle supplement called HT Style (8 pages

regular; 12 on Fridays)
 with a special Weekend edition on Fridays called HT Style WE.

Hindustan Times 28
  It has its jobs supplement called 'Power Jobs' on Tuesdays;

 Education supplement called 'Horizons' on Wednesdays;

 Real Estates section called 'HT Estates'and

 a 4 page comincs broadsheet section on Saturdays.

HT has two magazines:

 Brunch every Sunday and

 a lifestyle magazine called HT Splurge, every alternate Saturday.

Hindustan Times believes in continuous improvement and providing greater value to

its readers and advertisers. It has set many a standards for its competitors and will
continue to do so in the years to come. It is the first smart-age newspaper in India to
evolve into a new international size, sleeker and smarter, which ensures enhanced
ease of reading and convenient handling.

In its endeavor to provide its readers with greater value, it has revamped its existing
supplements and added new ones to its portfolio, offering a daily supplement
catering to specific target audience. Supplements like Brunch are the first of their
kind in their respective categories. The enlarged operations and enhanced look have
also paid off with a substantial increase in circulation across the country.

Hindustan Times 29
Hindustan

The group's Hindi newspaper, Hindustan ranks amongst the top ten
newspapers read by the rural and urban readers (Source: National Readership
Survey 2001). The publication's readership has grown by an impressive 29.6 per
cent to 57.96 lakhs (NRS 20010 up from 44.41 (NRS 2000). Hindustan has also
emerged as the 4th highest read newspaper among Hindi dailies on an all India
basis.

Hindustan has grown considerably from strength to strength and has significant
presence in the states of Bihar, Uttar Pradesh and Delhi.

 The newspaper is printed from Delhi, Lucknow, Patna, Ranchi,

Muzzaffarpur, Bhagalpur and has been recently launched in Varanasi,
successfully catering to the reading habits of a cross section of audiences
in varying age groups, which is reflected in the NRS 2001. The popular
Hindi daily has also featured innovative advertising campaigns tailored to
meet the specific needs of advertisers.

 Hindustan has emerged as the fastest growing Hindi daily in Delhi and
Lucknow while it reigns supreme in Bihar. The newspaper is printed from
four centres in Bihar - Patna, Ranchi, Muzzaffarpur and Bhagalpur,
commanding a market share of 78 per cent of any Hindi daily.

Hindustan Times 30
HT NEXT
HT NEXT has everything that the youth ever wanted in a newspaper: sports news
(great stories for English Premier League and Formula 1 nuts), nuggets on celebs
(yes, even more colourful than Laloo Yadav), global and local news - in other words,
Your world (which, incidentally, is Our version of the world too).

There is even a political digest - Day In Politics- for those who want to go beyond the
simpler, lighter matter, and seek to know which way the times are moving. Delhi,
India and World are your dedicated pages for all the news that matters.

Check out the daily science and nature section, Life, The Universe and Everything,or
JLT for what's in these days.

In case you are bitten by the writing bug, HT Next has the space and readership.
Participate in daily debates if you like to lock horns on current affairs, post a message
on Plug In if you wish to connect or simply dash off an original poem for My Space,
if you have it in you. There are quizzes for those bent upon winning fabulous prizes,
on e-mail or SMS!

For the youth of India, this is Where It's At.

Hindustan Times 31
 HT MINT
The Wall Street Journal made a smart comeback in India with the launch
of Mint, the latest business newspaper brought out by HT Media in India.
Hindustan Times has announced the launch of it’s business newspaper,
called Mint. The word doing the rounds is that ‘Mint’ stands for Money,
Information, News and Technology. The paper hit the stand on 1st of Feb
2007.
Mint, head-quartered in Delhi and published from Delhi and Mumbai, is
edited by Raju Narisetti, a Wall Street Journal veteran.

Hindustan Times 32
NANDAN
Nandan, a HT Media children's magazine is 40 years old now. It has been
very popular among children and their families in India and abroad.

The magazine was started in November 1964 in the memory of Pandit

Jawahar Lal Nehru, with its first issue being dedicated to the late Prime
Minister.

Nandan triumphs over its contemporaries because its stories are a

combination of the best in both our traditional and modern cultural ethos.
Nandan believes in shaping the mind and behaviour of our children in a
positive way, and to challenge their minds by exposing them to new ideas
for the world of science and technology.

From its very inception, Nandan has been privileged to publish the stories,
memoirs, excerpts, biographies and poems of many of the greats from the
fields of literature and politics, some of whom are Dr Rajendra Prasad,
Indira Gandhi, Gyani Zail Singh, V P Singh, Atal Bihari Vajpayee, A P J
Abdul Kalam, Bhartendu Harishchandra, Premchand, Jaishankar Prasad,
Bibhuti Bhushan Bandhopadhyaya, Mohan Rakesh, Kamleshwar, Amritlal
Nagar, Ramdhari Singh Dinkar, Satyajit Ray, Bhishm Sahni, Ashapurna
Devi, Vishnu Prabhakar, Harivansh Rai Bacchan, Shivani, Rajendra
Yadav, Khushwant Singh, Krishna Sobti, Manohar Shyam Joshi, Mannu

Hindustan Times 33
Bhandari, Mrinal pande, Mridula Garg, Taslima Nasrin, Jayant Vishnu
Narlikar, Ramesh Dutt Sharma and Kuldeep Sharma.

Nandan has published more than ten thousand stories, three thousand
poems, and thousands of other creative pieces during these 40 years. It
includes more than 400 world classics for children.

KADAMBINI
Kadambini is a monthly Hindi magazine published by HT Media Ltd. with a long
and celebrated history of 44 years. It is a one-of-its-own-kind socio-cultural-
literary magazine, which has survived the demise of many other Hindi magazines
in the genre.

Its first Editor was Late Shri Balkrishna Rao, a prominent Hindi writer. He was
followed by Late Shri Ramanand Doshi, who was also a well-known literary
figure, and during whose tenure Kadambini touched new heights.

Its third Editor Shri Rajendra Awasthy was also a known literary figure. Mrs
Mrinal Pande took charge as Editor in February 2003. Mrs Pande is a well-known
and respected journalist and literary figure in Hindi, as well as English. Associate
Editor Shri Vishnu Nagar is also a well-known figure in Hindi journalism and
literature.

Under Mrs Pande's able guidance and Associate Editor Shri Vishnu Nagar's
leadership, Kadambini has scaled new heights of quality, readability and scientific
approach. It is the only Hindi magazine which covers a wide range of subjects
including literature, science, history, sociology, politics, films and sports with

Hindustan Times 34
sincerity and popular appeal.

Its every issue becomes a special issue as it focuses in-depth on one important and
popular concern apart from its various regular features. It always prefers quality
and readability over cheap, popular taste. Its new approach is widely appreciated
by common readers as well as the enlightened sections of society. The magazine
has created a new space for itself while retaining its old base. It is the only Hindi
magazine, which guarantees that it will not compromise on family values.

PRICE MIX
PRICE MIX

 HT uses Competition based pricing.

Competition based pricing

Setting the price based upon prices of the similar competitor products.

 HT Delhi edition (daily) is priced at Rs.2.50. It is based on similar

competitor product TOI.

 HT Delhi edition (weekly) is priced at Rs.6.50

Hindustan Times 35
  HT MINT-The initial marketing has been via a referral campaign
for Rs.299 for the year.

PLACE
MIX
Hindustan Times

 Hindustan Times, the flagship publication of the Group,

has editions from New Delhi, Mumbai, Lucknow,
Patna and Kolkata thus, dominating most part of the
country.

 Hindustan Times is printed out of 9 centres including

Bhopal, Chandigarh, New Delhi, Mumbai, Jaipur,
Kolkata, Lucknow, Patna and Ranchi

Hindustan Times 36
Hindustan Times 37
 Hindustan

Hindustan Times 38
  The newspaper is printed from Delhi, Lucknow, Patna, Ranchi,
Muzzaffarpur, Bhagalpur and has been recently launched in
Varanasi

 The newspaper is printed from four centres in Bihar - Patna,

Ranchi, Muzzaffarpur and Bhagalpur, commanding a market
share of 78 per cent of any Hindi daily.

Hindustan Times 39
 PROMOTION
MIX
EVENTS
Hindustan Times

The Hindustan Times plans to disseminate in-depth information on

HIV/AIDS through a sustained media campaign. Besides regular news
reports, the media campaign will include an interactive weekly column to
encourage people to write in their queries and concerns about HIV/AIDS.
Issues such as safe sex practices, voluntary testing and discrimination
against people living with HIV/AIDS will be discussed in this weekly
column. The group's popular website (HindustanTimes.com) already
features a special micro site on HIV/AIDS called 'Surviving AIDS',
which is to be developed as an increasingly interactive resource.
Hindustan Times has announced that it will make AIDS awareness a part

Hindustan Times 40
of its massive school programme by encouraging the 1,200 participating
schools to make safe sex and AIDS awareness a part of their social
awareness program. The newspaper plans to send out messages
encouraging women empowerment across Bihar, a state in which
Hindustan, its Hindi publication, is the number one Hindi daily with 80
per cent of the market share. In collaboration with the Heroes Project,
Hindustan Times has offered to produce an education booklet for women
in Bihar and Uttar Pradesh, a segment which has among the lowest levels
of education and access to information on AIDS.

Hindustan Times 41
 Hindustan Times, the leading English daily in
the country is initiating a major step in getting
major players from the industry on one common
platform at the 3G India Summit 2006. The
summit, which took place on September 27, will
explore the latest developments and market
opportunities in 3G, networks, handsets and
wirelessdevices,services,content, entertainment
and applications for the consumer and for
enterprise markets.

Hindustan Times 42
 The HT Polo event is one of the most widely
attended polo finals and attracts people from all
walks of life be it corporates, artistes, diplomats,
fashionistas and socialites.

This summit-level conference is scheduled to be

held on November 17 and 18, 2006 in Delhi. The
theme this year is "India - The Next Global
Superpower?".

The Luxury Conference - a platform for

international luxury houses to interact with the
Indian government and industrialists - is
scheduled for March 30 and 31, 2007 in Mumbai.

Hindustan Times 43
 GROWTH STRATEGY

 Consolidate and expand the existing print business

 Expand English franchise across metros
 Enter new Hindi markets
 Continue to invest in printing and infrastructure hubs.
 Bundle advertising across products and markets
 Complement mainline newspaper with Business
Paper/Internet/Magazines

 Expand operations beyond News -General Entertainment

 Capitalize on permissive cross media ownership regime to
enter
 Radio
 Events
 Television
 Cross media leverage for compelling advertiser
solutions

Hindustan Times 44
WEBSITES

www.hindustantimes.com
www.hindustantimes.in
www.ask.com

Hindustan Times 45