A PROJECT REPORT ON

STUDY OF CUSTOMER FEEDBACK ABOUT DNA NEWSPAPER IN PUNE

FOR DILIGENT MEDIA CORPORATION LIMITED, PUNE

SUBMITTED TO UNIVERSITY OF PUNE

IN PARTIAL FULFILLMENT OF TWO YEAR FULL TIME MASTERS DEGREE IN BUSINESS ADMINSTRATION (MBA)

2009-11
SUBMITTED BY

Yogesh Gautam
(2009-11)
L.I.M.E. Lexicon Institute Of Management Education Nagar Road Wagholi Pune

ACKNOWLEDGEMENT

It is a great pleasure for me to present this project which compromises of Study of Customer feedback about DNA newspaper in Pune. My area of study was to take customer feedback from areas like Parihar Chowk, Pashan, Aundh, Warge , Kothrud Zone .

The entire working period in this project was a very good experience. In the duration of two months i have learned many things and experienced them what i have read in my books. This project has given me an opportunity to have a closer look to the corporate work and their culture.

I thank Mr. M.K. Sharma for their entire support in my summer internship project.

I take this opportunity to thank all the people and colleagues who have helped me during the project. I am thankful to DILIGENT MEDIA CORPORATION LIMITED for permitting me to perform my project with them.

I express my gratitude towards Mr Rajneesh Singh (Deputy Manager, Circulation) and Mr Vikrant Madchetty (Marketing -executives) for their co-operation and help during my project. It would have been impossible for me to complete this project successfully.

And last but not the least I express my gratitude towards my parents who were of enormous help to me during and after the project.

Yogesh Gautam

INDEX

SR. NO
1 2 3 4 5 6 7 8 9 10

TOPICS
EXECTIVE SUMMARY OBJECTIVE &SCOPE OF THE PROJECT COMPANY PROFILE PRODUCT PROFILE THEORETICAL BACKGROUND RESEARCH METHODOLOGY DATA ANALYSIS FINDINGS OF THE PROJECT LIMITATIONS OF THE PROJECT CONCLUSIONS OF THE PROJECT RECOMMENDATIONS OF THE PROJECT BIBLIOGRAPHY ANNEXURE

PAGE NO
7 11 13 19 23 30 41 52 54 56

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58

12

60

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EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

INTRODUCTION OF THE PROJECT This project was carried out in one of the prominent and leading organisations in the field of print media industry, DILIGENT MEDIA CORPORATION LIMITED popularly known as DNA (Daily News & Analysis) Pune. The company is a new player in Pune market. The bottom line was to take feedback from potential customers about the product. The companys product is an English daily newspaper and the company had conducted a `strong promotional campaign before and after the product launch. A customer feedback survey was conducted prior to the product launch to design the product and to include only those views, facts, and news in the newspaper which would satisfy the news readers in Pune. The company is in the growth phase and at a very strong No: 2 position in Pune . PROJECT TITLE The title of the project is Study of customer feedback about DNA newspaper in Pune. The reason behind choosing DNA NEWSPAPER as a company for carrying out the project was that the organisational has a strong brand name and is one of the biggest conglomerate in the field of print media industry from the family of Zee Group and Dainik Bhaskar, which has the highest subscribers of newspapers ( about 6..5 crores ) in India. I found the work culture excellent and a close view to the corporate world. I found that there is an immense scope to carry out the project on any given topic, so it gave me many options to choose any one topic & conduct my research studies. Another reason to choose this company was that, the company is not so old in Pune and there were many activities which were carried out regularly to increase its sales. The project title given to me was to increase the sales in corporate industries including manufacturing industries, software industries, service industries which gave me a very good exposure to interact with the key personal in the administration and human resource department. I found it very challenging as I wanted to learn something new, DNA was the most suitable organisation to work in.

LOCATIONS Diligent Media Corporation Limited has over 8 branch offices and 1 bureau office The Head Office is located at a prime location in Model Colony.

HEAD OFFICE Diligent Media Corporation Limited 1099 / B Shirole House, Model Colony, Pune - 411016.

MARKETING / AD SALES OFFICE Diligent media Corporate Limited Shop No. 4 & 5, Opp. Mahesh Lunch Camp, Pune - 411001

BRANCH OFFICES The branch offices are located at Pimpri, Appa Balwant Chowk, Swargate, Hadapsar, Yerwada, Nalstop, Aundh, and Kothrud.

DURATION The duration of my project was from 21st may to 21 July

METHODOLOGY FOR CARRYING OUT THE PROJECT The data was collected through personal interviews and questionnaires and the data was taken from the office MIS to contact the subscribers to take their feedback.

CONCLUSION

1. The company should pay attention to stretch its supply of newspaper to new locations

which would increase its sales and also help to discover hidden markets.

2. As per the customers feedbacks the company must make necessary changes in its existing

product and include or add supplements on jobs, careers and health.

3. The company must work out a contingent plan to carry out promotion activities in those

companies who have different policies and rules about conducting activities in their premises.

4. The company must carry out periodical feedback survey from the customers to make

necessary changes in the product which will help to maintain the market share and gain more customers.

5. The company can add extra supplements on special occasions and at the time of festivals

as a part of innovation.

Objectives

OBJECTIVES OF THE PROJECT

The title of the project is Study of customer feedback of DNA Newspaper in Pune.
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PRIMARY OBJECTIVES 1. To get the data which will be useful for the company to formulate its marketing strategies? 2. To take feedback from the potential customers. 3. Improvisation of product as per customer feedback.

SCOPE OF THE PROJECT

1. The scope of the project is very high in the prominent regions of the city like Pune Camp,

Salisbury Park, Aundh, Viman Nagar, Nigdi Pradhikaran, Appa Balwant Chowk and Kothrud where the number of potential readers of English daily newspapers are high.

2. Secondly the scope of project is high in the areas where English daily newspapers readers

are low as a result to design a new strategy for these areas.

3. The scope of the project is limited only to the people who are English newspaper

subscribers or readers.

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COMPANY PROFILE

COMPANY PROFILE

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NAME OF THE COMPANY Diligent Media Corporation Limited

PRODUCT NAME DNA (Daily News & Analysis)

MISSION STATEMENT Indias fastest growing English daily

SLOGAN Read the world

COMPANY LOGO

LIST OF COMPETETITORS

There are eight major English and Financial daily in Pune market:

The Times of India

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Business Standard The Financial Express Mid Day Hindustan Times The Indian Express The Sakaal Times The Economic Times ***Out of these, The Indian Express and The Sakaal Times are close competitors of DNA.

BRANCHES AND OFFICES IN MUMBAI

CORPORATE OFFICE DNA Wing, First Floor, Oasis Building, Kamla Mills Compound, Lower Parel Mumbai-400013 Tel: +91 22 3988 8888 Fax: +91 22 3980 100

PRINTING PRESS Navi Mumbai DNA, Plot No. El - 201, TTC Industrial Area, MIDC, Mahape, Navi Mumbai-400 705. Ph # 39802200.

BRANCH OFFICES IN MUMBAI The branch offices are located in Vashi, Nariman Point, Andheri, Khar, Ghatkopar and Thane.

BRANCHES AND OFFICES IN PUNE

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The branch offices are located in Kothrud, Aundh, Yerwada, Pimpri, ABC, Hadapsar, and Swargate

CORPORATE OFFICE Diligent Media Corporation Limited 1099/ B Shirole House, Model colony Pune - 411016

PRINTING PRESS Chakan Industrial Estate Kuruli Gaon Chimbli Phata Pune Nasik Highway Chakan - 410501

NATIONAL OFFICES OF DNA

The national offices of DNA are located at Ahmedabad, Bhopal, Banglore, Chandigarh, Chennai, Divar (Goa), Guwahati, Indore, Jaipur, Kolkata, Nagpur, Nasik, New Delhi, Patna, Pune, Ranchi, Secundrabad, Srinagar, Thiruvananthpuram, Ujjain and Varoda.

ABOUT DNA

Diligent Media Corporation Limited, which owns DNA (Daily News & Analysis), is a joint venture between two media houses the Dainik Bhaskar Group and Zee Group. With a reach of more than 120 countries and access to more than 250 million viewers globally, Zee TV has

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created a strong brand equity and is the largest media franchise serving the South Asian Diaspora with presence in major global markets, including Asia-Pacific, the Middle East, the UK, the US, Canada, the Caribbean and Africa. The Group has transformed itself into an integrated media conglomerate with operations spanning the entire media spectrum. The Dainik Bhaskar Group has soared to the top of the print media industry in India with its flagship Hindi daily, Dainik Bhaskar (Indias No. 1 Daily Hindi Newspaper), and 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. Targeted at a young readership, DNA is the voice and soul of Pune. Through news, views, analyses and interactivity, DNA provides readers with a composite picture of Pune and the world. Its interactive platforms seek to bring the reader and surfer at the centre of its news activity.

HISTORICAL BACKGROUND

Jan 6, 2005 Feb 4, 2005

- The idea for starting DNA is conceived - Foundation stones for Mahape press laid

Mar 22, 2005 - First DNA teaser campaign Apr 2, 2005 - Survey Phase I Begins Apr 25, 2006 -DNA office at Lower Parel starts functioning July 29, 2005 -Press rolls out 1st issue\

CORE MANAGEMENT FOR PUNE BRANCH

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DNA EDITIONS
DNA is published in six cities. They are as follows:1. Mumbai 2. Ahmadabad 3. Surat 4. Pune 5. Jaipur 6. Bangalore

PRODUCT PROFILE

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PRODUCT RANGE AND VARIETY

MAIN ISSUE The main issue is of 22 coloured pages compromising 5 pages Pune and city news followed by one page Maharashtra and state news, one page DNA opinion which has editorial material and spiritual articles, one page India and national news, two pages world news, two pages global sports news and one page Pune sport news. It also has 2 to 3 pages of classified advertisements.

DNA AFTER HRS DNA After Hrs is the first pullout or supplement with comes with regular DNA issue every day. It compromises of local page 3 news, city events, multiplex schedules and time tables, horoscopes, crosswords, and a quarter pages called DNA YA! Especially for children.

DNA MONEY DNA Money is the second supplement which comes with DNA every day. It is a light pink coloured supplement which covers news on BSE and NSE, stocks, shares investment suggestions, company expansions, mergers and acquisitions, regular ups and downs in the market and latest updated share prices.

ACHIEVEMENTS

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The first Indian newspaper with an international format Indias first all - colour newspaper IFRA Asia Award for the best newspaper award Winner of IRS 06 and IRS 07 Award for best SPORTS coverage.

DNA AND ITS OFFERS

DNA was launched in Pune on 16th January 2008 and has received an overwhelming response from its esteemed reader in Pune. In mere 2 years &s eight months DNA has emerged as a strong player in the print Media industry and currently has over 1, 10,000 subscribers in Pune making it a strong No: 2 brand in Pune.

DNA has the best of journalistic talents in the country that put together their creative abilities, resulting in excellent of coverage of news, events and entertainment across the world. The paper brings a refreshing change to Panes newspaper scenario. It is offered in an international format with separate sections for news, business, sports and light entertainment on daily basis with special supplements on education, career, properties, health, women and Children.

DNA ME is a monthly lifestyle magazine which is designed especially for women readers. It compromises of glamour news in addition with international gadgets, leisure and lifestyle equipments, clothing, fashion trends and lot more.

The price of DNA is Rs.1.50 from Monday to Saturday and Rs.3/- on Sunday.

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SWOT ANALYSIS OF THE COMPANY

STRENGHTS:y y y y

Strong Conglomerate (Dainik Bhaskar and Zee Televisions). Strong financial condition. International format and all colors. Strong market share and brand

WEAKNESS:y y

Poor market share in outskirt areas. Poor coverage on jobs and career related news.

OPPORTUNITIES:y y

The company can collaborate with different firms to increase its sales. The firm has an opportunity to extend its supply in a new market.

THREATS:y

Increasing intensity of competition amongst industrial rivals.

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Vulnerable industry driving forces.

THEORETICAL BACKGROUND

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THEORETICAL BACKGROUND OF PROJECT

SERVICE MARKETING

SERVICES The service industries journal defines services as any primary or complimentary activity that does not directly produce a physical product that is the non goods parts of transaction between buyer (customer) and seller (provider).

MARKETING Marketing can be defined as analyzing, planning, implementation and control of programs designed to create, build, and maintain beneficial exchange with target buyers for the purpose of achieving organizational goals. ------ Philip Kotler

SERVICE MARKETING MIX

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y y y

Services Product Price Promotion

Place People Process Physical Evidence

PROJECT INFORMATION

As stated earlier the project research is carried out in TWO parts as follows, .
1. To take feedback from potential customers about the product. 2. To give recommendations to enrich and innovate the product as per the feedback.

PRODUCT LIFE CYCLE OF DNA NEWSPAPER

It is claimed that every product has a LIFE CYCLE.A product Life Cycle is a diagrammatic representation of life cycle of the product in four phases. It is similar to the human life cycle. The

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length of the life cycle, the duration of each phase, and the shape of the curve vary widely for different products.

The helps the marketer in pre planning the entry of new product in a market in prolonging the profitable stage, in meeting the completion and in long term decisions on investment of product .

The product life cycle indicates that a product is born or introduced, grows, attains maturity in a particular market and sooner or later it is found to enter in its declining stage, i.e. decay in its sales and ultimate death.

A PLC can also be termed as product market life cycle as it is related to a given particular market.

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TIME

PRODUCT LIFE CYCLE

Every product moves through a life cycle having four stages

1. Introduction 2. Growth 3. Maturity 4. Decline

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INTRODUCTION: In the early stage, when the product is introduced in the market, sales revenue begins to grow, but the rate of growth is very slow. Profits may not be there due to low sales volume, large production and distribution costs. In initial stage, product requires heavy

advertising and sales promotion. Products are bought cautiously on a trial basis. Weaknesses may be revealed and they must be promptly removed. Cost of market development may be considerable. In this stage, product development and design are considered critical. GROWTH: It is the period during which the product is accepted by consumers and traders. During the growth stage, the rate of increase in sales turnover is very high. Profits also increase at an accelerated rate. In spite of competition there may be rising sales and profits. The firm gives top priority to sales volume and quality maintenance may have secondary preference. For marketing success, manufacturing and distribution efficiency are vital factors. In mathematical term, the end of growth period as at the inflation point on the sales curve. In this stage, effective distribution and advertising are considered as key factors. MATURITY: During this stage, keen competition brings pressure on prices. Increasing marketing expenses and falling prices(in the bottle of market share) will reduce profits. Additional expenditure is involved in product modification and improvement or broadening the product line. Marketers have to adopt measures to stimulate demand and face competition through additional advertising and sales promotion. Overall marketing effectiveness becomes a key factor in the stage of maturity. Low prices, increasing competition, rising marketing expenses and declining profits are the important features in this stage. DECLINE: Once the peak or the saturation point is reached, product inevitably enters the decline stage and becomes obsolete. It may be gradually displaced by some new innovation. Sales drop severely, competition dwindles and even then the product cannot stand in the market. It may be wiped out from the market by other new innovations. A marketer is expected to keep new products ready to fill up the gap created by demise of existing products. At this stage, price becomes the primary weapon of competition and the advertisement, sales promotion expenses have to be reduced considerable. Cost control becomes the key to generate profits.

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CORPORATE PORTFOLIO ANALYSIS FOR DNA NEWSPAPER

The BCG Growth-Share Matrix is a portfolio planning model developed by Bruce Henderson of the Boston Consulting Group in the early 1970s.It is based on the observation that a companys business units can be classified into four categories based on combinations of market growth and market share relative to the largest competitor, hence the name growth-share. Market growth serves as a proxy for competitive

advantage. The growth-share matrix thus maps the business unit position within these two important determinants of profitability.

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BCG MATRIX

DNA comes under STARS.

Stars Stars generate large amounts of cash because of their strong relative market share, but also consume large amounts of cash in each direction approximately nets out. If a star can

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maintain its large market share, it will become a cash cow when the market growth rate declines. The portfolio of a diversified company always should have stars that will become the next cash cows and ensure future cash generation. DNA is in the growing phase. The market share is increasing steadily. The initial investment is very high accompanied by high returns. This makes DNA to fall in STARS category.

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RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY

MEANING OF RESEARCH :-

Research in common paralance refers to a search of knowledge.One can also define the research as scientific and systematic search for pertinent information on the specific topic. In short research is an art of scientific investigation.

DEFINITION :-

Systematized effort to gain new knowlegde .Redman & Mory

Research is thus an original contribution to the existing stock of knowlegde making for its advancement.

OBJECTIVES OF RESEARCH

The purpose of researech is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which ishidden and which has not been discovered yet.

However each research has its own specific purpose. There are several common objectives of
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reasearch as follows:-

1)

To get familarity with a phenomenon or to achieve new insights into it (studies with this object in view are termed as exploratory or formulative research studies);

2)

To portray accurately the charecteristics of a particular individual, situation or a group (studies with this object in view are known as descriptive research studies);

3)

To determine the frequency with which something occurs or with whichit is associated with something else (studies with this object in view are known as diagnostic research studies);

4)

To test a hypothesis of a casual relationship between variables (such studies are known as hypothesis testing research studies).

SIGNIFICANCE OF RESEARCH

All progress is born of inquiry. Doubt is always better than over confidence, for it leads to inquiry & inquiry leads ti invention. This is a famous Hudson maxin in context of which the significance of research can be well understood.

1) Research includes scientific and inductive thinking and it promotes the development of

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logical basis of thinking and organization.

2) The role of research in several fields of applied economics whether related to business

or to the economy as a whole, has greatly increased in modern times.

3) Research provides the basis of nearly of all the government policies in our country.

4) Research has its special significance in solving various operations and planning

problems of business and industry.

5) Research is equally important for social scientists in studying social relationships and

in seeking answers to various answers to various social problems.

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DATA ANALYSIS METHOD

The research type which is used in the project is DESCRIPTIVE TYPE in which surveys and different fact finding enquiries of different kinds are conducted. The major purpose of descriptive research is of state of affairs at present. The researcher has no control over the variables. He can only report, what is happening or what has happened. One of the aims of this research was also to take feedback from potential customer and to give recommendations to make necessary changes in the existing product. Following are the steps to be followed while carrying out diagnostic research studies:Formulating the objective of the study (what the study is about & why is it being made)

1. Designing the methods of data collection. 2. Selecting the sample. 3. Collecting the data. 4. Processing and analysing the data. 5. Reporting the findings.

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METHODS OF DATA COLLECTION FOR FINDING OUT CUSTOMERS SUGGESTIONS AND OPINIONS ABOUT DNA NEWSPAPER.

1.) INTERVIEW:-

The interview method of collecting data involves presentation of oral verbal stimuli and reply in the terms of oral verbal responses. This method can be used through personal interview or telephonic interview.

The method which I used for collection of data was Telephonic Interview .

In the case of telephonic interview the telephone numbers of the respondents were given to me by our MIS Department Head, DNA. The company had the database of all the customers who are the current subscribers of DNA. This database is used to identify the customer ID when he lodges a complaint against DNA.

The main advantage of using this method was,

1) The data provided was accurate and of customers which were subscribers of dna.

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2) No wastage of time as well as money in making wrong telephone calls.

3) No field staff was required.

4) Their was a higher rate of response.

5) Cheaper method of data collection.

In the case of personal interview a particular number of people were chosen who are to be considered to be the potential newspaper readers. These people were mostly from software companies, manufacturing units and educational institutes.

First we have to take a prior permission from the HR or ADMIN dept of the company to conduct a small interaction with the company employees during the lunch hours to share their opinions and suggestions about the newspaper.

The company employees were visited and interviewed with the same questionaire during the lunch timings.

The interviewed employees were selected randomly; (only those who are DNA subscribers).

The main advantage of using this method was:-

1.) This method helps us to take opinions and suggestions from the employees

personally.

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2.) This also create a positive impact on the individual and a part of branding of the

company.

2.) QUESTIONNAIRE

The questionaire was designed to take feedback from customers, their opinions and suggestions about D.N.A newspaper as well as to take information about different auxillary services of D.N.A. in the market.

The questionaire which were prepared to obtain the data were structured questionaire in which their were definite, concrete and pre determined questions. The questions were presented with exactly the same wording and in the same order to all the respondents.

The form of questions were close ended .

SOURCES OF PRIMARY AND SECONDARY DATA

PRIMARY DATA:

The primary data was collected through Telephonic Interview and with the help of questionaires.

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SECONDARY DATA:

No secondary data was available.

SAMPLING SIZE DESIGN

DIFFERENT SAMPLING TECHNIQUES

All items of any field of inquiry constitute a Universe or Population.

The selected respondents constitute what is technically called a Sample and the selection process is called as Sampling Technique

The survey so conducted is called as Sample Survey.

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A sample design is a definite plan for obtaining a sample from a given population. It refers to a technique or the procedure the researcher would adopt at selecting items for the sample.

The population size was 65000 subscribers including industries, hotels and bpos .

The sample size in the research study was 400.

1.) 2.) 3.) 4.) 5.)

Type of Subscribers General Subscribers Software Firms Manufacturing Industries Hotels BPOS Total

Numbers 300 25 25 25 25 400

There are following two main types of sampling techniques:

1.) PROBABILIY SAMPLING

A.) Systematic Sampling B.) Stratified Sampling C.) Cluster Sampling D.) Area Sampling E.) Multi-Stage Sampling F.) Sampling with probability proportional to size G.) Sequential Sampling

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2.) NON PROBABILITY SAMPLING

RESEARCH METHODOLOGY TO FIND OUT CUSTOMER FEEDBACK

In this research studies the sampling technique which was used is PROBABILITY SAMPLING. In addition to be more specific, the type of sampling used was CLUSTER SAMPLING. Since the clusters were in the form of geographical areas the cluster sampling in such case is better known as AREA SAMPLING.

PROBABILITY SAMPLING:

Probability sampling is also known as random sampling or chance sampling Under this sampling design every item of the universe has an equal chance of inclusion in the sample.

Random sampling ensures the Law of Statistical Regularity, which states that if on an average the sample chosen is a random one the sample will have the same composition and charecteristic of the universe. This is the reason why random sampling is considered as the best technique of selecting a representative sample.

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Random sampling from a finite population refers to that method of sample selection which gives each possible sample combination and equal probability of being picked up and each item in the entire population have an equal chance of being included in the sample.

This applies to sampling without replacement ie once an item is selected for the sample, it cannot appear in the sample again.

CLUSTER SAMPLING:

If the total area of interest happens to be big one, a convineint way in which a sample can be taken is to divide the areas into smaller, on overlapping areas and then to randomly select a number of these smaller areas or clusters.

Thus in cluster sampling the total population is divided into a number of relatively small sub divisions which are themselves clusters of still smaller and then some of these clusters are randomly selected for inclusion in the overall sample.

AREA SAMPLING

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If cluster happens to be some geographic sub divisionsin the case cluster sampling is better known as AREA SAMPLING. In other words cluster designs where the primary sampling units represent a cluster of units based on geographic area are distinguished as area sampling.

RESEARCH DESIGN

RESEARCH SAMPLING DATA COLLECTION SAMPLE SIZE

PROBABILITY SAMPLING TELEPHONIC INTERVIEW, QUESTIONAIRE 400

SCALING TECHNIQUE USED:

The scaling technique used was the Graphic Rating Scale.

SCALING TECHNIQUE:-

In research we quite often face measurement but may not obtain it.Especially when the concepts to be measured are complex & abstract & we do not possess the standardized tools.
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Alternatively we can say that while measuring attitudes & opinions we face the problem of their valid measurement.

MEANING OF SCALING:-

Scaling describe the procedure of assigning numbers to various degrees of opinion, attitude & other concepts. This can be done in two ways viz.

1) Making a judgement about some characteristic of an individual & then placing him

directly on a scale that has been defined in terms of that characteristic.

2) Constructing questionnaire in such a way that the score of individuals responses assign

him a place on a scale.It may be stated here that the scale is continuum, consisting of the highest points (in terms of characteristics eg preferences, favorablenes, etc) & the lowest points with several intermediate points between these two extreme points.

SCALE CLASSIFICATION BASES:-

The number assigning procedures or the scaling procedures may be broadly classified on one or more of the following bases:-

a)Subject orientation b)Response form c)Degree of subjectivity d)Scale properties e)Number of dimensions

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f)Scale construction techniques

RATING SCALES:-

The rating scales involve the qualitative description of a limited number of aspects of a thing or traits or person. When we use rating scales, we judge an object an absolute terms against some specified criteriaie we judge the properties of an objective without reference to other similar objects. These ratings may be in the form of likes-dislikes,above average,average,below average or excellent-good-average-below average-poor,alwaysoften-occasionally-rarely-never & so on. There is no specific rule whether to use two points scale or three point scale or scale with still more points. In practice, three scales are generally used to seven points.

TYPES OF RATING SCALE:-

1) Graphic rating scale. 2) Itemized rating scale.

In my research studies, the GRAPHIC RATING scale was used.

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GRAPHIC RATING SCALE:-

It is quite simple & is commonly used. Under it various points are put along the line to form continuum & the rater indicates his rating by simply making a mark (such as ) at the appropriate point on a line that runs from one extreme to other.

In my research studies to analyze the customer, satisfaction the scales were as

1. Good 2. Average 3. Fair 4. Poor

DATA ANALYSIS TECHNIQUE:-

The data analysis method was causal analysis.

Causal analysis is concerned with the study of how one or more variables affect changes in another variable. It is thus a study of functional relationship existing between two or more

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variables.

This analysis can be termed as regression analysis. Causal analysis is considered relatively more important in experimental researches, whereas in most social & business researches our interest lies in understanding & controlling relationship between variables then with determining causes persue.

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DATA ANALYSIS

Which newspaper do you read?

Newspaper Times of India Indian Express Sakaal Times DNA

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Others No. of readers 197 36 97 143 9

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INTERPRETATION:

From the above graph, we can say that the number of people reading The Times of India is maximum followed by DNA, Sakaal Times and The Indian Express. This is a very good achievement since DNA is a new player in Pune market i.e. just 3 years & 6 months old and it has captured a very good market share as compared to its close competitors ( The Indian Express and Sakaal Times) making it a strong No 2 newspaper in Pune . The total subscribers of DNA in Pune are above 1, 10,000 making it a strong No 2 in Pune region. *** Out of 300 people some are multiple readers, reading one or more than one newspapers. ***Other newspapers include Hindustan Times, Mid Day and Business Standard etc.

COMMENT:

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The company must carry out periodic promotional and annual renewal campaigns to maintain its market share.

How did you come to know about DNA?

Advertising type Hoardings Door to Door Campaign Through Colleagues Others No. of Respondents 57 193 37 23

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INTERPRETATION:

DNA carried out a vigorous publicity campaign prior and post its launch. There were hoardings which were put on Bus Shelters, Traffic Police Sheds, on Streets to make people aware of the product. As per the feedback most of the people came to know about DNA because of the Door to Door campaign. The representatives which visited households to book the annual subscription of DNA was the most effective form of advertisement as maximum people have responded to this option followed by hoardings and some of them came to know from their friends and colleagues about DNA. *** Others option include with the help of Radio, Mobile SMS and Telephone calls they received from the DNA office.
COMMENT: The company must emphasize more on Door to Door campaign as this has been

found a very effective in brand awareness. The company must stress more on these type of campaigns in their future product launch .

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What/Which Section of DNA you like the most?

Sections DNA Money DNA Sports Classifieds City News Speak Up After Hrs Others 92 73 31 110 45 121 36

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INTERPRETATION:

When asked about the product, maximum respondents said that DNA After Hrs is the best part of DNA. Also many respondents say that the city news coverage in DNA is equally good.

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DNA Money which is considered to be the backbone of the newspaper also got a positive feedback followed by DNA Sports and Classifieds. *** Others include DNA Opinion which covers editorial articles, spiritual articles etc; and DNA YA! which is a children special page.

COMMENT:

The editorial section must enrich and modify other sections of DNA with the help of customer feedback about what the readers actually want in other sections to be published.

Are you satisfied with the price?

Yes 376

No 24

INTERPRETATON:

The annual subscription scheme is not available in this year. Price of D.N.A. is 51 Rs Per month.

COMMENT:

The company must maintain the same price till the product becomes stable in Pune market. This price will also help the company to maintain competitive advantage and keep a stable market share.

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What would you like to add in DNA newspaper?

Health & Nutrition Jobs & Career Lifestyle & Fashion Others 91 164 25 20

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INTERPRETATION:

The maximum number of respondents has given their feedback about including a separate supplement which will be covering jobs and career related news. Also equal number of feedbacks has been received to add contents covering health and nutrition related news. The other feedbacks which were received were to add supplements on social issues, women special, news on NGO etc.
COMMENT:

The company must add news and articles covering health, nutrition, jobs and careers as the coverage to these sections is very poor in DNA.

How would you rate DNA as compared to other newspaper?

Excellent Good Average Fair

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94 115 75 16

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65

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INTERPRETATION:

DNA as compared to other newspaper is a very good newspaper. This is as per the feedback received from the customers. There has been a tremendous switching of people who have switched from one newspaper to DNA because of its different features like all colour format, international format and better coverage to news as compared to its competitors.
COMMENT:

The company must make necessary changes in the current product and add new features to make it more Attractive.

67

68

In your point of view does DNA cover Sufficient news & we can say that there is no need Of other newspaper?

Yes No Can't Say

69

165 105 30

70

71

72

Ssss

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INTERPRETATION:

DNA covers all kind of news including city news, state news, India news, world news, global sports, Pune sports, as well as page 3 and glamour news and financial news in the form of DNA Money; But DNA has very poor coverage on sections like health and nutrition, jobs and careers. As a result out of 300 subscribers, many subscribers have given their feedback to cover the health and career sections as to make DNA a complete family newspaper from all aspects
COMMENT:

DNA is a family newspaper covering news on all sections and subjects, but the coverage on health related news and career news is very poor which does not make it a complete family newspaper. This should be focused for making necessary improvements.

How did you find the company representative?

Good Average Fair poor

105 85

74

90 20

75

76

INTERPRETATION:

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The company representatives which visited the households and the company premises for the annual DNA subscription were found to be good by most of the subscribers. As per the feedback, the company must give attention or improve the quality of manpower as there are equal feedback received about the fair quality of manpower utilized by the company.

COMMENT:

The company must carry out an effective training sessions and short communication sessions to train the representatives which are send for direct marketing with the consumers. This will help to get more sales

Are you satisfied with the delivery of the newspaper?

Yes

78

No

225 75

79

80

81

INTERPRETATION:

Most of the subscribers are satisfied by the delivery of DNA daily to their residence. Still there are some cases in which customers have problems with their local area vendors about not delivering the newspaper on time and regularly.

COMMENT:

The company can appoint some new vendors or change the existing vendors which are not efficient in delivering the newspaper on time.

Would you suggest DNA to your colleagues, friends & others?

Yes

82

No Not sure(Depends on future service)

165 95 40

83

84

INTERPRETATION:

Most of the subscribers had given their feedback that they will suggest DNA to their friends as the newspapers is overall a very good in regards to price, format, news coverage, outlook etc. Some have given a negative feedback as they think that the newspaper is covering vital and essential news relating jobs and careers. A few people will decide depending upon the future service and quality of DNA.

COMMENT: A periodic feedback campaign will be helpful in this condition which would take recommendations from the public to bring out innovations

FINDING
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FINDINGS AS PER THE

CUSTOMER FEEDBACK

The most effective promotional campaign was the Door to Door campaign.

The most recommended and liked part in DNA newspaper is the page 3 supplement After Hrs follwed by DNA Money, City News and DNA Speak Up.

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Maximum number of people are satisfied with the price of Rs 51 for a month.

DNA is rated good by maximum number of readers on overall parameters like news coverage, print quality, newspaper outlook and lucidity of language.

Other received about the product consisted in adding supplements covering essential and vital topics like women issues, works by NGOs, supplements on ayurvedic medicins and their uses and supplements on employment news by government sectors.

Maximum number of subscribers are satisfied with the delivery of newspaper on time and in proper condition.

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LIMITATIONS

LIMITATIONS

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LIMITATIONS OF THE PROJECT

1. In case of any sample survey, the sample selected represents the universe. However this

representation does not indicate the actual behavior of the whole universe.

2. It may be noted therefore, that this survey is based upon the responses of small sample

representing a large avoidance. Thus, the result obtained there upon should be considered only as representation & an indicator of the total population.

3. Secondly, the study was under time constraint, which restricted the sample size.

Similarly, non-availability of data or relevant information may lead to misinterpretation of facts.

4. Sometimes, the right person was not available to response, so the data obtained may not

be authentic.

5. The feedback received was also taken from customers who have subscribed to English

newspaper for the first time and cannot be considered up to the mark.

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90

CONCLUSION

91

CONCLUSION

AS PER THE CUSTOMER FEEDBACK

DNA is liked and appreciated by its readers and now officially at a strong No: 2 position in Pune.

The company representative which visited the households as well as the company premises and the work places of employees was found to be good and possessed enough knowledge and skills to make people understand about DNA.

Maximum number of people is satisfied with the competitive price of DNA ie the psychological pricing strategy is the best price strategy adopted by DNA.

From the customer feedback survey conducted, we can say that majority of the customers have given their feedback to include separate supplements on the topics like jobs and careers, health and nutrition.

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When asked to the people that, whether they would recommend DNA to their friends, relatives and others; Nearly about 65% of them replied YES, 15% replied NO and the rest of 20% said that their decision depends upon the future quality and service of DNA.

The other feedbacks included problems related to the delivery of newspaper, coverage on articles which are specially focused on women issues in the city, coverage on NGOs, coverage on social issues in order to increase the awareness on social know how.

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RECOMMENDATIONS

94

RECOMMENDATIONS FOR ENRICHING

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1. DNA can make its product more enriched and innovative by covering the important

topics like Jobs and Careers, Health and Nutrition etc.

2. The company can publish separate pullouts covering these subjects and make it available

with the newspaper on some particular day of the week. For eg: Jobs and Career supplement will come with DNA every Thursday.

3. Before carrying out the personel selling campaign, the company must train the manpower

which will be utilised in order to make the sales strong and the representatives would be able to express them and the company in a better manner.

4. More emphasis should be paid on the Door to Door campaign as it is found to be the

most effective form of advertisement as compared to other forms.

5. DNA can carry out periodical customer feedback surveys in major potential areas to

modify the product.

6. DNA speak up can be enriched and made more dynamic and strong so as to take social

issues in concern.

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BIBLIOGRAPHY

97

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BIBLIOGRAPHY

Books:-

Marketing Management (12e) IE ---- Philip Kotler, Kevin Lane Keller, Abraham Koshy, ---- Mithileshwar Jha

Marketing Management -- Planning Implementation & Control

---- V.S.Ramaswamy ---- S.Namakumari

Marketing Research (7e) ---- Aaker, Kumar, Day

Marketing Research ----- Prof C R Kothari

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Websites:-

www.dnaindia.com

www.google.com

www.wikipidia.com

www.dainikbhaskar.com

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ANNEXURE

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FEEDBACK FORMS USED DURING PROJECT

DNA-Order Booking Form

Date:. Order No:Yes , I want the copy of DNA-Pune Edition to be started at my residence/office/shop from 1st or 16th I will settle my bill directly my vendor on monthly basis.

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Mr.

Ms.

First Name

Mrs. V

Dr.

Last Name

Delivery Address:
Flat No:Society Name:Street:Area:Phone . Floor:. Block / Wing:Age Gender M .. Residence Owned Rented yrs F

Mobile

E Mail:-

Number of Members in the Family <=3 4 5 >5

Newspaper purchased English Marathi

Business

Monthly Household Income:-

<10,000

>10,000

>25,000

>50,000

Occupation
Skilled Self-employment Officer/Senior/ Executive - Middle Small trader Clerk/Salesman Student Shop Owner Supervisor Retired Businessman/Industrialist Officer/Executive-Junior Housewife

Education
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S.S.C./ H.S.C. Graduate Professional

Under Graduate/Diploma PG General and above

Graduate General PG Professional and above

Vehicle(Make)
2 Wheeler 4 Wheeler Brand Name:..

Customer Care Number:25667916/17

I have agreed to subscribe the copy of DNA .Please handover the confirmation copy to DNA and start delivering the paper at the above address on a daily basis. **This is not a subscription offer Hence no advance payment is necessary

Readers signature For office use

Division / Zone Code:Area Code:Supervisor Code:MRE Name:MRE Code:. . .. . Society ID:Vendor Name:Vendor Phone No:Vender Code:Depot Code:. .. . . ..

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s. n o

Cust ome r nam e

Address

Co nta ct No.

Bo okl et No

CALL Status

Current Newspaper
OF FIC E D N A T O I I E S T S K L O T H N E W

L O C K

APP T
D T TI M E

NO RESPONS E A B C D

Add ress 1

Add ress 2

Add ress 3

R E S

S H

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 2 0
TOD AY TOT AL TILL DAT E

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DNA-BREAKING NEWS THAT DRIVES PUNE

To,

DNA
To, The Concerned Authority of the society. The team members of DNA are allowed to meet the members of our society. Daily News Analysis

They may visit our society from Date:

../ . /20__ to . /

./20__, between

. .to

. (time) . ..

Name/Society: ( ) Code of the society:

Signature & Name of Chairman/Secretary

..

Sub: Permission For DNA members to visit your society Dear Sir, As you are aware, DNA (Daily News Analysis), was launched on 16th January 2008, and has received an

overwhelming response from its esteemed readers. We are grateful to the citizen of pune who have accepted our product wholeheartedly because of which we had secured strongest No.2 position in pune. Their stamp of acceptance is of immense importance to use. We have the best of journalistic talents in the country that put together their creative abilities, resulting in excellent of coverage of news, event, and entertainment across the world. The paper brings in a refreshing change to pune s newspaper scenario. It is offered in an international format with separate sections for News, Business, Sports and light entertainment on a daily basis.

We would like to extend a special offer to all your residents, who deserved nothing but the best in life. We have drawn up a special offer, exclusively for you, at discounted rate only.
Our well-trained team, attired in the official uniform, and carrying a proper photo identity-card, will visit your society for the same. We seek your kind consents to personally meet with the residents of your society. we will visit them in the morning and in the evening, keeping in mind their busy schedules.

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Thanking you, Yours Faithfully, Rajneesh Singh (Circular Manager) #99229220064 For-DILIGENT MEDIA CARPORATION LTD. (Authorized Signature)

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