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A
PROJECT REPORT
ON
CONSUMER BEHAVIOUR ABOUT
DNA NEWSPAPER IN PUNE CITY
FOR
DILIGENT MEDIA CORPORATION LIMITED, PUNE
SUBMITTED TO
UNIVERSITY OF PUNE
IN THE FULFILLMENT OF THREE YEAR FULL TIME
BACHELOR OF BUSINESS ADMINISTRATION (BBA)
SUBMITTED BY
HUMAIRA QAYOOM WANI
(2012-2013)
IMEX
(ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE)
(AZAM CAMPUS PUNE 411011)
ACKNOWLEDGEMENT
TABLE OF CONTENTS
SR. NO.
PARTICULARS
CHAPT
PAGE NO.
FROM
ER 1
1.1
1.2
TO
4
5
6
6
7
7
1.3
LIMITATIONS
14
CHAPT
15
COMPANY PROFILE
ER 2
2.1
21
ABOUT THE COMPANY
2.2
HISTORICL BACKGROUND
22
23
24
26
2.3
LIST OF COMPETITARS
2.4
REVIEW OF LITRATURE
27
37
38
38
2.5
39
2.6
40
ACHIVEMENTS
40
CHAPT
ER 3
CHAPT
DESIGN
DATA ANALYSIS AND INTERPRETATION
ER 4
41
44
45
46
47
ER 5
48
SR.NO
PARTICULARS
PAGE NO.
1
2
3
4
5
6
CORE MANAGEMENT
DNA COLOURFULL WORLD
BRANDING BY DNA
DNA TROPHY
MARKETSHARE OF DNA IN KONDHWA
MARKET SHARE OF DNA IN WANORIE
14
19-20
21
22
23
22
AND CAMP
DATA ANALYSIS FIGURES
31
40
CHAPTER 1
INTRODUCTION OF THE
PROJECT
THIS PROJECT WAS CARRIED OUT IN ONE OF THE PROMINENT AND LEADING
ORGANIZATIONS 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, JUST THREE YEARS
OLD. 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 SECOND
POSITION IN PUNE IN MERE THREE YEARS. DNA IS ONE OF INDIA'S MOST
POPULAR DAILY NEWSPAPER EDITIONS. IT'S ONLY BEEN ON THE MARKET FOR
ABOUT FIVE YEARS, BUT IT'S ALREADY MANAGED TO ESTABLISH A LIVELY
FANBASE, COMPRISING THOUSANDS OF READERS AND IT'S ESPECIALLY
POPULAR IN MUMBAI, ONE OF THE TOWNS WHERE IT'S PRINTED. THE
NEWSPAPER BROUGHT MANY INNOVATIONS TO THE MUMBAI LOCAL NEWS
SCENE, PRESENTING INFORMATION IN A MUCH MORE CONCISE AND ORGANIZED
MANNER, AS WELL AS BEING THE FIRST NEWSPAPER TO UTILIZE MANY OF THE
ADVANCEMENTS IN THE NEWSPAPER SPHERE. THE NEWSPAPER ACTUALLY
STARTED OUT RATHER SLOWLY, AS IT DIDN'T BRING MANY INTERESTING
STORIES UPON ITS LAUNCH. EVEN THOUGH PUBLIC EXPECTATIONS FOR IT WERE
BIG, THE NEWSPAPER'S FIRST EDITION FAILED TO DELIVER WHAT THE PEOPLE
EXPECTED FROM IT, SO IT WAS REGARDED AS A BIT LOW-QUALITY AT THE TIME
IT WAS LAUNCHED AND MUMBAI'S LOCAL NEWS CERTAINLY REFLECTED THAT.
AS TIME PASSED THOUGH, THE NEWSPAPER SHOWED A VERY STRONG TENDENCY
FOR DEVELOPMENT, QUICKLY INTRODUCING MANY CHANGES TO ITS FORMAT
TO MAKE IT MORE APPEALING TO THE MASS CROWD, CONCENTRATING
SPECIFICALLY ON THE YOUNGER AUDIENCE.
Abeda Inamdar Senior College
6
PROJECT TITLE
NEWSPAPER.
TO
STUDY THE
CUSTOMER
SATISFACTION
LEVEL WITH
EXISTING PRICES.
SUBSCRIBERS OR READERS.
LIMITATIONS
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.
CHAPTER 2
ABOUT THE
ORGANISATION
ITSELF
INTO
AN
INTEGRATED
MEDIA
HISTORICAL BACKGROUND
JAN 6, 2005
FEB 4, 2005
COMPANY PROFILE
PRODUCT NAME
DNA (DAILY NEWS & ANALYSIS)
MISSION STATEMENT
INDIAS FASTEST GROWING ENGLISH DAILY
SLOGAN
READ THE WORLD
COMPANY LOGO
CORPORATE OFFICE
PRINTING PRESS
NAVI MUMBAI
DNA, PLOT
NO. EL - 201,
LOWER PAREL
TTC INDUSTRIAL
AREA,
MUMBAI-400013
MIDC, MAHAPE,
PH # 39802200.
CORPORATE OFFICE
PRINTING PRESS
CHAKAN
INDUSTRIAL ESTATE
1099/ B SHIROLE HOUSE, MODEL COLONY
PUNE - 411016
KURULI GAON
CHIMBLI PHATA
PUNE NASIK HIGHWAY
CHAKAN - 410501
BANGLORE,
CHANDIGARH,
CHENNAI,
DIVAR
(GOA),
PUNE,
RANCHI,
SECUNDRABAD,
SRINAGAR,
LIST OF COMPETETITORS
REVIEW OF LITERATURE
ACHIEVEMENTS
PROMOTION OF DNA
&
ROYAL WESTERN INDIA TURF CLUB
DILIGENT MEDIA
CORPORATION LTD
STUD
FARMS
IN
COLLABORATION
WITH
DNA
DNA TROPHY
A TOTAL PRIZE OF RS 4, 26,359 WAS GIVEN TO THE WINNING PARTY
PRESENTATION STAGE
CHAPTER 3
RESEARCH
METHODOLOGY
&
RESEARCH DESIGN
METHOD
WHICH
USED
FOR
COLLECTION
OF
DATA WAS
2. QUESTIONNAIRE
THE
QUESTIONAIRE
WAS
DESIGNED
TO
TAKE
FEEDBACK
FROM
QUESTIONAIRE
IN
WHICH
THEIR
WERE
DEFINITE,
SECONDARY DATA WAS CLLECTED FROM THE FOLLOWING SOURCES: INFORMATION BROCHURE PROVIDED BY THE COMPANY.
DATA COLLECTED FROM THE INTERNET.
DATA PROVIDED BY THE TRAINER.
RESEARCH SAMPLING
DATA COLLECTION
SAMPLE SIZE
PROBABILITY SAMPLING
INTERVIEW
QUESTIONAIRE
30
CHAPTER 4
DATA ANALYSIS
AND
INTERPRETATION
HOARDINGS
NO. OF
RESPONDENTS
DOOR TO
DOOR
CAMPAIGN
12
THROUGH
COLLEAGUES
OTHERS
INTERPRETATION:
SELECTIO
NS
DNA
MONE
Y
5
DNA
SPORT
S
4
CLASSIFIE
DS
3
CITY
NEW
S
8
SPEA
K UP
3
AFTE
R
HRS
5
OTHER
S
2
INTERPRETATION:
NO
6
INTERPRETATON:
LIFESTYLE &
FASHION
4
OTHERS
6
INTERPRETATION:
EXCELLENT
8
GOOD
11
AVERAGE
7
FAIR
4
DNA AS PER THE FEEDBACK RECEIVED BY THE CUSTOMERS 37% SAID IT IS THE GOOD NEWS
THERE HAS BEEN A TREMENDOUS SWITCHING OF PEOPLE WHO HAVE SWITCHED FROM ONE
NEWSPAPER TO DNA BECAUSE OF ITS DIFFERENT FEATURES LIKE ALL COLOR FORMAT, I
FORMAT AND BETTER COVERAGE TO NEWS AS COMPARED TO ITS COMPETITORS.
COMMENT:
THE COMPANY MUST MAKE NECESSARY CHANGES IN THE CURRENT PRODUCT AND ADD NE
MAKE IT MORE
ATTRACTIVE.
YES
16
NO
10
CANT SAY
4
INTERPRETATION:
ABOUT 54% OF PEOPLE SAID DNA COVERS ALL KIND OF NEWS INCLUDING
CITY NEWS, STATE NEWS, INDIA NEWS, WORLD NEWS, GLOBAL SPORTS,
Abeda Inamdar Senior College
38
COMMENT:
GOOD
10
AVERAGE
9
FAIR
8
POOR
3
YES
23
NO
7
COMMENT:
NO`
9
NOT SURE
5
INTERPRETATION:
MOST OF THE SUBSCRIBERS (53%) 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 (30%) 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 IN THE PRODUCT.
10. ARE YOU SATISFIED WITH THE NEW OFFER (249/- FOR 2 YEARS )?
NO
2
INTERPRETATION:
ABOUT 93% OF OF THE PEOPLE APPRICIATED THIS OFFER. BUT ONLY 7%
ACCUSED THAT THE NEWS CONTAINED IN THIS NEWS PAPER IS NOT
SUFFIENT AS COMPAIRED TOI. THEY FEEL THAT IT ONLY WASTAGE OF
MONEY BY SUBSCRIBING THIS NEWS PAPER.
COMMENT:
DNA SHOULD ADD MORE TOPICS LIKE JOB, HEALTH & NUTRITION AND
EDUCATION. IT MAY YEILD GOOD RESPONCE ON THE PART OF READES.
CHAPTER 4
FINDINGS
THE MOST EFFECTIVE PROMOTIONAL CAMPAIGN WAS THE
DOOR TO DOOR CAMPAIGN WHICH WAS FOUND TO BE 40%.
THE MOST RECOMMENDED AND LIKED PART IN DNA
NEWSPAPER IS CITY NEWS PAGE WHICH WAS (27%) AND AFTER
HRS(17%) FOLLOWED BY DNA MONEY (17%), CITY NEWS AND
DNA SPEAK UP.
MAXIMUM NUMBER OF PEOPLE ARE SATISFIED WITH THE PRICE
OF RS 51 FOR THE ENTIRE MONTH.
DNA IS RATED GOOD BY MAXIMUM NUMBER OF READERS(30%)
ON OVERALL PARAMETERS LIKE NEWS COVERAGE, PRINT
QUALITY, NEWSPAPER OUTLOOK AND LUCIDITY OF LANGUAGE.
Abeda Inamdar Senior College
45
SUGGESTIONS
1. DNA
CAN
MAKE
ITS
PRODUCT
MORE
ENRICHED
AND
PERIODICAL CUSTOMER
FEEDBACK
CONCLUSIONS
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
ANNEXRUE
QUESTIONNAIRE
NAME
__________________________
AGE
____________________
PROFESSION _______________________
CONTACT NO.
_______________
THROUGH COLLEAGUES
CAMPAIGN
DOOR TO DOOR
OTHERS
SPORTS
CLASSIFIEDS
CITY NEWS
SPEAK UP
AFTER HRS
AVERAGE
FAIR
POOR
NO
LIFESTYLE &
FASHION
WOULD
YOU
RATE
DNA AS
COMPARED
TO
OTHER
NEWSPAPERS?
EXCELLENT
GOOD
AVERAGE
FAIR S
NO
CANT SAY
NO
SERVICE)
10.ARE YOU SATISFIED WITH THE NEW OFFER (249/- FOR 2 YEARS).
YES
NO
__ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
BIBLIOGRAPHY
BOOKS:-
MARKETING RESEARCH
----- PROF C R KOTHARI
BUSINESS MAGZINES: BUSINESS TODAY.
BUSINESS WORLD.
INDIA TODAY.
4PS.
Abeda Inamdar Senior College
52
WEBLIOGRAPHY
WEBSITES:-
WWW.DNAINDIA.COM
WWW.SHELL.COM
WWW.WIKIPEDIA.COM