INDEX

CHAPTER PAGE
TITLE
NO. NO.
INTRODUCTION TO THESTUDY
1
1.1 Introduction 6

1.2 Objectives of The Study 10

1.3 Scope and Limitations of The Study 10

1.4 Research Methodology 11

1.5 Significance of The Study 15

COMPANY PROFILE
2
2.1 Introduction to Organization 17

2.2 Market Scenario 22

2.3 Various departments in The Organization 25

2.4 Organization Chart 27

THEORETICAL BACKGROUND
3
3.1 . Brief Review of Literature 29

3.2 Conceptual Framework 33

DATA ANALYSIS AND INTERPRETATION 38

4
FINDINGS 56
5
SUGGESTION AND CONCLUSION 60
6
ANNEXURE 63

BIBLIOGRAPHY 67
 CHAPTER NO.01

INTRODUCATION OF THE STUDY

1.1 INTRODUCTION:

Overview of the Sector:

The newspaper industry works to inform people about current events happening all
around the world. The newspaper industry is globally moving from traditional print
technology to digital technology as everyone seems to generally prefer digital and mobile
platforms. However, print media continues to be an attractive platform for image
advertisers and premium segment readers in the global market. Diversifying revenue
streams have become a big priority for publishers all over the world as traditional
business models face pressure to generate revenue. Digital publishing, diversified
business models, changing distribution channels, strategic partnerships, and convergent
platforms are driving the newspaper industry globally. Virtual reality is another area
where publishers are starting to look at. Publishers are also focusing on building in-house
data and analytics capabilities.

According to official sources, the daily paid circulation of newspapers was 60

million in 2000, and in 2016, that number had plummeted to 33.5 million which further
went down to 28.6 million in 2018. As a result of this, publishers are turning their focus
towards more consumer-centric business models which can outpace the digital platforms
revenue by a good margin. Many newspapers are currently downsizing or going online
because of internet reading subscribers rising globally.

Despite digital transformation print revenues are accounting for revenues over 80%
of the market, globally revenues from print fell by over 1% only. Publishers are
embracing creativity, experimentation, and new initiatives in the market. Furthermore,
emerging imperative, especially for newspaper publishers are to play up their long-
standing association with high-quality information. It is also observed that trust in
journalists and quality journalism is on the rise, particularly compared to online
platforms.

However, in the present scenario, advertisers are placing advertisements on social

media than digital newspapers which can restrain the growth of the market. So,
newspapers, in order to fund their operations, are looking to adapt with subscription
models to the digital world.

Digital Newspapers and Advertising Markets are Expected to Grow Faster in the
Newspapers Industry:

Newspaper companies are expanding capabilities across different channels

spanning from mobile, advertising technology, video, digital audio/podcasts, and data
analytics/data mining. Digital platforms are acting as a medium between publishers and
readers. Newspapers of all the media and entertainment segments are struggling with the
digital content as they compete directly with the volume of content that is available for
free online and other sources.

Digital platforms are continuously deriving revenues from digital readers in the
market. Digital revenues are forecasted to grow at a higher rate than the print revenue in
the newspaper market. Digital advertising revenues from the advertisers are also
projected to grow at a growth rate of over 5% in the market. The big giants, like Google
and Facebook, are also disrupting the digital advertisement market by their services and
are gaining a large market share.

Publishers are getting better insights from websites for their customers, distributors,
and stakeholders. Publishers with the digital-first model are investing significantly in
building in-house data and analytics capabilities to exploit the digital market.

Overview of the Organization:

The Times Group is one of India's largest media conglomerates with its flagship
Bennett, Coleman and Company Limited (BCCL) being the largest publishing company
in India and South-Asia. Starting off with The Times of India-which is now the largest
English publication in the world-BCCL and its subsidiaries (called The Times of India
Group), are present in every existing media platform-Newspapers, Magazines, Books,
TV, Radio, Internet, Event Management, Outdoor Display, Music, Movies and more.
With a turnover exceeding a billion dollars, the group has the support of over 25,000
advertisers, 11,000 employees and an audience spanning across all continents.

The origins of TOI, the world's largest circulated English broadsheet newspaper, go
way back to 1838. At present, it is the nation's first English newspaper of choice with 55
editions which cater to millions of readers across the country. TOI has consistently
changed with the needs and demands of changing generations, with the Delhi and
Mumbai editions at the forefront.

They believe in shaping market trends and building a portfolio of solid, innovative
brands which keep them ahead of competition. Their flagship brand, The Times of India,
is the world’s largest circulating English daily and The Economic Times is the world’s
second largest circulating English Business daily. They have continuously grown, driven
by the indomitable spirit to question the conventional wisdom and change rules of the
game.

Overview of the Study:

This project of this study is A Study on the Marketing Mix and its impact on
Consumer with respect to The Times Group Newspapers, Pune. This study involves
studying customer/ reader’s perception the Marketing Mix elements with services of The
Times Group Newspapers. The study carried out basically to understand the customer’s
respond to Marketing Mix in newspaper industry with respect to The Times Group in
Pune.

The information and data collected from the structured questionnaire. There are two
types of data that is Primary Data and second one is Secondary data. In this study primary
data as well as secondary data is also used. In that used consumer survey as a Primary
data and previous research papers are used as Secondary data. There are many different
techniques for collection of data. But in this study two methods has used. The first data
collection technique is used here is Questionnaire method , in that asked few questions
regarding the 4P’s and understand their perception and the second method is Observation
method in that observed that how the perception was changed after providing them
subscription offers of The Times Group. The sample unit of this study is readers of the
newspapers of The Times Group. For understanding all the perceptions 100 respondents
used as a sample size for the study and asked various questions related to the study to
these customers.

1.2 OBJECTIVES OF THE STUDY:

1. To know about The Times Group newspapers and various media platforms of
BCCL.

2. To study customers / readers preference for The Times Group Newspaper.

3. To understand the customers satisfaction towards price of TOI.

4. To study consumer opinions about distribution of TOI.

5. To understand the impact of promotion strategies of TOI.

1.3 SCOPE AND LIMITATIONS OF THE STUDY:

 Scope of the study:

The scope of study is mentioned below:

1. Understand the circulation of thousands of newspapers through the distribution

channels.
2. Develop knowledge about different demographic factors which play a major role in
Pune.
3. Learn to understand interests of customers in promotion schemes.
 Limitations of the Study:

The limitations of study are mentioned below:

1. This project is limited to only 30 days.

2. The study is limited to information provided by the company and the feedback given
by the customers.
 3. Study is limited to only newspapers of the ‘The Times Group’ and consumer selected
only from Pune area.
4. Information given by respondents may limit their own knowledge, feelings and
awareness.
1.4 RESEARCH METHODOLOGY:

1.4.1 Research:

Research is a careful and detailed study into a specific problem, concern, or issue using the
scientific method. It's the adult form of the science fair projects back in elementary
school, where you try and learn something by performing an experiment. This is best
accomplished by turning the issue into a question, with the intent of the research to
answer the question.

1.4.2 Definition of Research Methodology:

A research methodology is an outline of how a given piece of research is carried out. It

defines the techniques or procedures that are used to identify and analyze information
regarding a specific research topic.

1.4.3 Research Design:

Research design is the framework of research methods and techniques chosen by a researcher
to conduct a study. The design allows researchers to sharpen the research methods
suitable for the subject matter and set up their studies for success.

Descriptive research design is used for this study.

1.4.4 Type of Data:

The research during The Summer Internship Program is based on both the primary and
secondary data whereas.
A. Primary Data:

Data that has been generated by the researcher himself/herself, surveys, interviews,
experiments, specially designed for understanding and solving the research problem at
hand. This data is gathered by the means of the questionnaire that was made and
customer’s response was recorded. Based on the gathered data, a new list was prepared

including the name of the customers who were reading the newspaper of The Times
Group.

B. Secondary Data:

Secondary data is research data that has previously been gathered and can be accessed by
researchers. The term contrasts with primary data, which is data collected directly from
its source.

For collecting all the information regarding this study and company various sources of
the secondary data has used. Secondary data sources included reference books, articles,
websites and also list of customers which has recorded by The Times Group.

1.4.5 Data Collection Techniques:

Data collection techniques refer to methods used to collect and analyze different forms of
data. Standard data collection techniques include going through documents related to a
topic, as well as conducting interviews and observations.

1. Observations:
The easiest and most direct data collection technique is observation. The most common
form of observation in the context of data collection involves simply watching the
behaviors or actions of a subject in a specific setting to understand them and record what
was observed. In today’s online world, an example of the act of observation can include
watching people interact with products, websites, and services in real-time.
2. Interviews and Focus Groups:
Another direct data collection technique is conducting interviews and focus groups. A
focus group is a kind of interview-like conversation that happens in a group of six to
twelve people who share a common interest, characteristic, or need. The group will have
a facilitator present them questions to discuss together. The aim of having an interview
and a focus group discussion is to gain more information and depth on different topics,
perceptions, beliefs, and attitudes in an environment where they all come together.

This data collection technique can become more streamlined with the help of a focus
group template.

3. Surveys:

Surveys are one of the most well-known methods for data collection. They are done with
questionnaires and can be conducted physically and digitally to collect both quantitative
and qualitative data. These questionnaires are often inexpensive to create and answer,
thus making surveys a very accessible option for both researchers and their
correspondents. Commonly, surveys are used to collect responses about an event or item.
The responses collected can then be used as a basis for product improvement, decision-
making matrices, or further studies.

4. Delphi Technique:

The Oracle at Delphi, according to Greek mythology, was the high priestess of Apollo’s
temple, who gave advice, prophecies, and counsel. In the realm of data collection,
researchers use the Delphi technique by gathering information from a panel of experts.
Each expert answers questions in their field of specialty, and the replies are consolidated
into a single opinion.

5. Collection of data through questionnaire:

Questionnaire is used as an effective tool for data collection Interviews were conducted
with the help of questionnaire to collect the data. Along with the questionnaire personal
communication was used to get maximum information from the customers to understand
how they exactly feel about the newspaper and service.

For this study data is collected through questionnaire and also through the observation
technique. In that asked few questions regarding the 4P’s and understand their perception
and the second method is Observation method in that observed that different perceptions
of the customers.

1.4.6 Sampling Techniques:

Realizing the difficulty inherent in studying the entire population, a representative sample
of the population was used for the study. As the population size of this study comprised
of users of TOI in Pune Dist. which however, become inaccessible.

When you conduct research about a group of people, it’s rarely possible to collect data
from every person in that group. Instead, you select a sample. The sample is the group of
individuals who will actually participate in the research.

To draw valid conclusions from your results, you have to carefully decide how you will
select a sample that is representative of the group as a whole. There are two types of
sampling methods:

A. Probability sampling involves random selection, allowing you to make strong

statistical inferences about the whole group.

B. Non-probability sampling involves non-random selection based on convenience or

other criteria, allowing you to easily collect data.

1.4.7 Sampling Universe:

Universe is the set all experimental units, from which a sample is to be drawn. Population
is the set of all values of the variables to be studied from those experimental units.
In this study sampling universe is all people who are reading the newspaper.
1.4.8 Sampling Unit:

A sampling unit is one of the units into which an aggregate is divided for the purpose of
sampling, each unit being regarded as individual and indivisible when the selection is
made.

The sampling unit for this project is the readers of newspaper.

1.4.9. Sampling Size:

The sample size is a term used in market research for defining the number of subjects
included in a sample size. By sample size, we understand a group of subjects that are
selected from the general population and considered a representative of the real
population for that specific study.

For the present study 100 respondents were selected by using above method. Hence
sample size of the study is 100 respondents.

1.5 SIGNIFICANCE OF THE STUDY:

This present study carried out to know consumer perceptions about product, price, place
and promotions with respect to The Times Group. The significance of the study is to get
practical knowledge and to experience and also know the various challenges that are
faced in newspaper industry.

1. It helps to find out the how many are preferring the ‘The Times Group’ newspapers.
2. The study helps to know the opinion about the price of the newspapers.
3. The Times Group can know which other sources used by customers for news.
4. Also, they can know about what is expected time of delivery of newspaper.
5. The study helpful to The Times Group by customer point of view about promotion
activities. This study also helpful for knowing which offer appeals more the
consumer.
 CHAPTER NO.02

COMPANY PROFILE
2.1 INTRODUCTION TO ORGANIZATION:

2.1.1 Background and Inception of the Organization

The company was founded on 4th November 1838 when it started its publication of
Bombay Times and Journal of Commerce which is now The Times of India. In 1892 the
English Journalist Thomas Jewell Bennett, and Frank Morris Coleman set up a joint stock
company Bennett Coleman & Company Limited to acquire the newspaper. In 1946 the
company was bought from its British owners by industrialist Ramakrishna Dalmia.
Subsequently, his son-in-law Sahu Shanti Prasad Jain took over the company. Since then,
the company is fully owned and operated by the Jain Family. Rank Logo CIN Company
Name City.Bennett Coleman & Company Limited also known as The Times Group is
India’s one of the largest media conglomerates with 45 dailies and periodicals in 3
languages and 108 editions being published from 9 different centers of the country. The
company has more than 50 offices in the country and more than 55 websites. Also, it has
various news and entertainment channels. The company also provides education solution
and has its own university. The company engages in businesses such as movies, music,
syndication, education, financial services, real estate, event management and specialized
publications. In terms of media business, BCCL operates television channels, radio and
digital content production and it also publishes magazines, books, and newspapers. The
Times of India (TOI) is an Indian English-language daily newspaper owned by The
Times Group It is the third-largest newspaper in India by circulation and largest selling
English-language daily in the world according to Audit Bureau of Circulations (India). It
is the oldest English-language newspaper in India still in circulation, albeit under
different names since its first edition published in 1838. It is also the second- oldest
Indian newspaper still in circulation after the Bombay Samachar.

The Times of India Group, being the market leader in the industry is also stepping with
the current growth and development of the demography. As a summer intern, this
research has been done with the objectives which include the analysis of circulation and
penetration with reference to TOI products.
Some Key Highlights from the History

1838 - In November 3, 1838 the first edition of The Bombay Times and Journal of
Commerce were published, reflecting basically the business community of Bombay. It
was a bi-weekly publication. Dr. J.E. Brennan was the Editor.

1850 - Shareholders decide to increase the share capital and the paper is converted into a
daily.

1859 - Bombay Standard and Chronicle of Western India merges into The Bombay
Times and Journal of Commerce to form Bombay Times & Standard.

1861 - Editor Robert Knight amalgamates The Bombay Times & Standard and Bombay
Telegraph & Courier to form The Times of India - giving it a national character.

1892 - T. J. Bennett becomes the editor and enters into a partnership with F.M. Coleman
to form a joint stock company - Bennett, Coleman & Co. Ltd. (BCCL).

1907 - Editor Stanley Reed revolutionizes news production by extending the deadline to
midnight. Until then any news that came in after 5 pm was held over for the next day.
The newspapers’ first price war was also initiated with cover price being cut from 4
annas to 1anna-leading to a five-fold increase in circulation.

1946 - The Times of India gets Indian ownership with Seth Ramakrishna Dalmia buying
the company.

1947 - Exclusive Sunday edition of Times of India launched in Mumbai. The company
also launches its Hindi daily – Nav Bharat Times in Delhi.

1948 - Sahu Jain Group takes over as the owners of the company after Ramakrishna
Dalmia sells the firm to his son-in-law Sahu Shanti Prasad Jain - who becomes the first
Chairman of the group.

1950 - The Times of India launches in Delhi.

1952 - Filmfare launched.

1959 - Femina launched.

1961 - The Economic Times is launched.

1962 - Maharashtra Times launched.

1965 - Femina Miss India contest started.

1988 - Times of India complete 150 years. Special stamp released by Government of
India to commemorate the occasion.

1996 - The Times of India crosses 1 million marks in circulation. It also carries the first
ever color photograph.

1997 - BCCL enters into music market with Times Music.

1999 - India times web portal launched; BCCL enters music retailing business with
Planet M. Also operates the first-ever private FM broadcast through Times FM (which
later becomes Radio Mirchi).

2000 - The Times of India crosses the 2 million marks in circulation.

2001 - Radio Mirchi - Nationwide private FM broadcasting starts. 360 Degrees - Event
management business also launched. TOI goes all colour and storms Delhi by being
"Number One".

2.1.2 Ownership Pattern:

The Times Group is a Private Limited company. The company remains a family-owned
business with Sahu Jain family owning a majority stake in The Times Group Contents.

The Jain family owns The Times Group, one of the largest media companies in India. At
present the Jain family comprises of Indu Jain, her son Samir Jain his wife Meera Jain,
and their daughter, Trishla Jain, and her other son, Vineet Jain. All family members are
involved in various businesses of Bennett Coleman and Co. Limited. The Times Group is
involved in various other businesses besides media, including education,
telecommunications, real estate, e-commerce and finance.

Indu Jain is the Chairwoman and her two sons act as Managing Directors at BCCL.
Samir Jain is also the Director of Times of India Org, and Gen Next Trusteeship
Company Private Limited.

2.1.3 Nature of the Business:

The Times Group, is India’s largest media conglomerate and is the most diversified
media company with brands across every media.Bennett Coleman and Co Ltd provides
media publishing services. The company offers newspapers, magazines, internet, and
electronic commerce information publication services. The company’s brands include
The Economic Times, Times of India, Femina, Sandhya Times, Times FM, and Filmfare.
The company also provides radio and television programs production and distribution,
web portals operation, and mobile value added services.

2.1.4 Vision & Mission:

Vision:

“Times Private Treaties provides an exciting investment opportunity, an idea meant to

usher in Modern India and facilitate change from a scarcity driven, and commodity
economy to a brand-led consuming economy”

Mission:

“To be the leading provider of news, by providing timely, accurate and multi-
dimensional news. To be the first paper the reader reads today and every day, by
delivering consistently high standards of journalism.”
2.1.5 Types of Products and Services:

Newspapers:
1. The Times of India:
TOI is India’s largest and most influential news publisher in English. We inform and
actively engage you to drive progress at a local and national level. We bring you the
latest news, analysis across current affairs, business, entertainment, sports, lifestyle and
culture every day.

2. Navbharat Times:

The Times of India Group's Hindi newspaper Navbharat Times is the most read Hindi
daily in Delhi and Mumbai. It has more than 26 lakh readers in both these cities.
Navbharat Times has always supported new ideas and new thinking and never supported
backwardness despite respecting tradition.

3. The Economic Times:

ET is India’s largest and most respected business news platform. We inform and actively
engage business leaders and entrepreneurs in driving economic growth and opportunity.
We bring you the latest, in-depth coverage of the economy, stock markets, business and
personal finance every day.

4. Maharashtra Times:

Maharashtra Times is the largest & most respected news publisher in Marathi, having its
presence across Mumbai, Pune, Nashik, Nagpur & Aurangabad.We inform you by
offering the latest news, analysis in Marathi across current affairs, business,
entertainment, sports, lifestyle and culture every day.
5. Vijay Karnataka

Vijay Karnataka is India’s largest news publisher in Kannada. We inform you by offering
the latest news, analysis in Kannada across current affairs, business, entertainment,
sports, lifestyle and culture every day.

2.2 MARKET SCENARIO:

2.2.1 Area of Operation:

The area of operation of the ‘The Times Group’ is National and Global.

2.2.2 Competitors Information:

There are several brands in the market which are competing for the same set of
customers. Below are the top competitors of The Times of India:

1. Hindustan Times:

Hindustan Times is an Indian English-language daily newspaper based in Delhi. It is the

flagship publication of HT Media, an entity controlled by the KK Birla family, and is
owned by Shobhana Bhartia.

2. The Hindu:

The Hindu is an Indian English-language daily newspaper owned by The Hindu Group,
headquartered in Chennai, Tamil Nadu. It began as a weekly in 1878 and became a daily
in 1889. It is one of the Indian newspapers of record and the second most circulated
English-language newspaper in India, after The Times of India.

3. The Indian Express:

Indian Express Limited is an Indian news media publishing company. It publishes several
widely circulated dailies, including The Indian Express and The Financial Express in
English, the Loksatta in Marathi and the Jansatta in Hindi.
4. Business Standard:
Business Standard is an Indian English-language daily edition newspaper published by
Business Standard Private Limited, also available in Hindi. Founded in 1975, the
newspaper does extensive coverage on the Indian Economy, infrastructure, international
business and trade, stock and currency markets, corporate governance, apart from a range
of other financial news, opinions and insights.

5. Mint:
Mint is an Indian financial daily newspaper published by HT Media, a Delhi-based media
group which is controlled by the K. K. Birla family that also publishes.

6. Sakal:
Sakal is Marathi-language daily newspaper by Sakal Media Group, its headquarters
established in Pune, Maharashtra, India. Sakal is the flagship newspaper of the
foundation publication, Sakal Media Group. It ranks among the top 10 language dailies of
India and it is the largest circulated Marathi newspaper.

7. Lokmat:
Lokmat is a Marathi language newspaper published in Maharashtra state. Founded in
1971 by Jawaharlal Darda, it is the largest regional language newspaper in India with
more than 18 million readers and the No. 1 Marathi newspaper in Maharashtra & Goa
states. It is also available in E-Paper format. Primarily published in Marathi, it is also
available in Hindi and English. The Hindi language version of the newspaper is published
as Lokmat Samachar and the English version is named Lokmat Times.
2.2.3 Achievement/ Award:

BCCL wins big at the INMA awards

Bennett, Coleman and Company Limited has won the first place for its campaign in the
‘Best Use of Social Media’ category in the 2022 Global Media Awards competition
announced by the International News Media Association. It also won the first place for
‘Most Creative Use of Advertising Formats’ for “Maharashtra Times Tulsi Seeds
Innovation on World Environment Day”

Several other awards won by BCCL amongst the global competition include second place
for the following campaigns:

 “Times Power of Print” in the ‘Best PR or Community Service Campaign’.

 “Maharashtra Times Brand Campaign” in the ‘Best Brand Awareness Campaign’

category.

 Navbharat Gold Newscast” in the ‘Best Use of Audio’ category; “Reaching Out in
COVID-19” in the ‘Best Initiative to Retail Subscribers’ category.

 Vijay Karnataka, “BV Family Bhakti Player – Newspaper Brand Reinvented as an

Offline Audio Player” in the ‘Best Subscription Niche Product’ category.

 “Maharashtra Times Brings Lord Ganesh's Blessing at Home” in the ‘Most Creative
Use of Advertising Formats’ category.

BCCL also won the third place for:

 Times Verified” in the ‘Best Personal Relations or Community Service Campaign’

category.

 “Driving Subscriptions, Traffic, and User Engagement Through Smart Use of Data
Visualisation” in the 'Best Internal Data Dashboard and Reports’ category.

 “Times Wishlist” in the 'Best Use of Data to Drive a Business Result' category.
 2.3 VARIOUS DEPARTMENTS IN THE ORGANIZATION:

These 4 Core Departments acts as pillars which are the operational department of Times of
India.

A. Editorial Department:

From covering the local news to national even global also adding business information to all
the Bollywood gossips, sports news for the kids and The Times Editorial to give some
more meaningful insights. Editorials are the one with high network and are highly trained
people. Editorial is one important department which has major responsibility such as no
news should me missed out, there should be no biasness, check authenticity where are the
trained skills are put into test and correct facts and figures. Talking about correct facts
and figures considering the national news for example if it includes any facts, these facts
are to be first verified by the officials and then it will be noted. Editorial department has
to finish all the work such as gathering information, verifying the information, checking
the authenticity, facts proved by government officials, content writing team, proof
reading, overview by the professionals all this task has to get completed by 11:00 pm
Maximum. Delay in time will hamper the whole process.

B. Production Department:

Printing Press- place where all the types of newspaper are been printed. Production
department must start by 12:00 am and complete the printing of all the newspaper by
3:00 am in the morning so that the paper delivers at all the depot at the right time. Any
kind of delay in previous act can be a chaos in next step. Before printing the production
department will once have an overlook on the content so it must be in proper format, in
proper layout and should have no mistake after that the process starts. Production
department major works is to looks after the quality in which the paper is printed. Quality
of all the paper is different for e.g. TOI- white page and at the same Economic.
Times – Pink Paper and magazines- Glossy paper. Production department make sure that
the quality remains the same and bio-degradable so that it can be reused and should not
harmful for the people reading newspaper.

C. RMD Department:

Result Market Development (RMD department) is place where my internship project lies.
This department looks after all the distribution, circulation and all the supply chain
activity including being in continuous contact with the vendor, resolving their issues, also
looks after the subscription implementation. Employees working in this department must
reach depot by 3:00 am to solve problems related to distribution if any, solve dispute
between the vendors and most import part is to look after the cannibalization.
Cannibalization is one important work RMD department looks after. It means that there is
repetition in readership. If the cannibalization is noticed, then the employee has to deep
dive in the issue and find the root cause to it. It also understands the circulation of the

Print Order in the Market from both the reader’s and the vendor’s end. RMD department
has one more responsibility that is to bring more quality audience which means people
who read the newspaper and provide their own advertisement for the same newspaper.
They also look after the increase in number of sale within the area, the state and also
compare with other state and at the end they see global level of penetration.

D. Response Department:
Response department handle all the advertisement work and decide the rate accordingly
based on the dimension and location of the ads placed in the newspaper. They get the
position on the newspaper layouts at first. They are Revenue generator for the company
as they get almost 80% revenue through the ads. The cost of printing their advertisement
depends on the page they want their advertisement to be print, the size and the time
duration. This department at the end analyze the ratio of the quality audience of their
state.
2.4 ORGANIZATION CHART:

Board of
Director

Managing
Director

CEO

Vice Presidant

General
Manager

Response RMD Dept Finance Dept Press Dept HR Dept

Dept Manager Manager Manager Manager Manager

Deputy Assi. Finance

Assi. Manager Engineers
Manager manager
 CHAPTER NO.03

THEORETICAL BACKGROUND
3.1 BRIEF REVIEW OF LITERATURE:

A literature review is the writing process of summarizing, synthesizing and/or critiquing

the literature found as a result of a literature search. It may be used as background or
context for a primary research project. There are several reasons to review the literature:
Identify the developments in the field of study.

1. According to Chai Lee Goi (2009): Marketing mix was particularly useful in the
early days of the marketing concept when physical products represented a larger
portion of the economy. Today, with marketing more integrated into organisations
and with a wider variety of products and markets, some authors have attempted to
extend its usefulness by proposing a fifth P, such as packaging, people and process.
Today however, the marketing mix most commonly remains based on the 4 P’s.
Despite its limitations and perhaps because of its simplicity, the use of this framework
remains strong and many marketing textbooks have been organised around it
(NetMBA, n.d). In spite of its deficiencies, the 4Ps remain a staple of the marketing
mix (Kent and Brown, 2006).

2. According to Manoj Kumar Jain (2013): Marketing mix management paradigm has
dominated marketing since 1940s and McCarthy (1964) further developed this idea
and refined the principle to what is generally known today as the 4Ps. However, in
the post dot-com boom, marketing managers are learning to cope with a whole host of
new marketing elements that have emerged from the online world of the Internet. In
some ways these new marketing elements have close analogs in the offline world, and
yet from another perspective they are revolutionary and worthy of a new
characterisation into the E-Marketing mix (or the e-marketing delta to the traditional
marketing mix) (Kalyanam and McIntyre, 2002).

3. According to Dr. B. R. Londhe (2014): The 4 Values model even though is at

conceptual level but it certainly answers many questions of modern marketers which
are not answered by traditional theories of marketing mix. The new approach will
attract the academicians to study model further and for practitioners it will help in
understanding customers in more focused way and satisfy their needs holistically.

4. According to Bahman Saeidi Pour, Kamran Nazari and Mostafa Emami (2013):
Marketing involves a number of activities. To begin with, an organization may decide
which of its target group of customers to be served. Once the target group is decided,
the product is to be placed in the market by providing the appropriate product, price,
place and promotion. These are to be combined or mixed in an appropriate proportion
so as to achieve the marketing goal. Such mix of product, price, distribution an pro-
motional efforts is known as M̳ arketing Mix‘ (Mei, 2011).

5. According to Pooja Sisodiya, Dr. Gargi Sharma (2018): This study provides
insights into consumers ‟perception on retail marketing mix elements and how these
factors influence their buying behavior. One way ANOVA analysis shows that age
has no significant impact on consumer buying behaviour in FMCG Company
whereas, education and family income has significant impact on consumer buying
behaviour. Multiple correlation analysis confirms a significant positive relationship
between marketing mix variables and consumer buying behaviour. Specifically, the
results show that price is the most important factor that affects consumer purchasing
behaviour towards the FMCG products.

6. According to Sonia Sinhmar (2015): The four P’s i.e. product, price, place, and
promotion-should work together in your marketing mix. Often, decisions on one
element will influence the choices available in others. Selecting an effective mix for
your market will take time and effort, but these will pay off as you satisfy customers
and create a profitable business. The worksheets that follow will help you construct
your marketing plans. Once you have a good marketing mix-the right product at the
right price, offered in the right place and promoted in the right way-you will need to
continue to stay on top of market changes and adopt your marketing mix as
necessary. Marketing is a part of your venture that will never end.
7. According to Margarita Isoraite(2016): Marketing mix - certain actions and
decisions aimed at the company's goals and meeting the customer needs. In these
modern times, the company operates in a constantly changing environment. In order
to successfully set up and remain profitable it is necessary to provide services that can
meet the needs of customers. To this end, the marketing experts who are constantly
monitoring the environment and its changes can properly respond and adapt to them.
Businesses are very important for users, whose desires should be satisfied.
Satisfaction is implemented in decisions and actions related to the 4p complex
elements. This complex is composed of the company's variable. The product - is a
marketing element, covering decisions and actions related to the sale of property
development or change. Price - element of the marketing mix, covering decisions and
actions related to pricing and variation.

8. According to Narita Ahuja (2016): Customer research is a key element in building

an effective marketing mix. Even after 31 years, the marketing mix is still very much
applicable to a marketer’s day to day work. A good marketer will learn to adapt the
theory to fit with not only modern times but their individual business model. The
seven Ps of the broadened marketing mix manage about any issue that could pop up
when offering a product or service to buyers. These new four P’s actually to all
disciplines within the company, and by thinking this way, managers grow more
closely aligned with rest of the company. These 8 Ps each element must be consistent
with the other. We have to make sure that pricing match your perceived product
quality and your packaging, just as you ensure your people deliver service in keeping
with your price and reliability towards its performance. Productivity in this regard is
always combined with quality – supply of the best quality every time.

9. According to Margarita Isoraite (June 2016) : Marketing mix - certain actions and
decisions aimed at the company's goals and meeting the customer needs. In these
modern times, the company operates in a constantly changing environment. In order
to successfully set up and remain profitable it is necessary to provide services that can
meet the needs of customers. To this end, the marketing experts who are constantly
monitoring the environment and its changes can properly respond and adapt to them.
Businesses are very important for users, whose desires should be satisfied.
Satisfaction is implemented in decisions and actions related to the 4p complex
elements. This complex is composed of the company's variable. The product - is a
marketing element, covering decisions and actions related to the sale of property
development or change. Price - element of the marketing mix, covering decisions and
actions related to pricing and variation. Distribution - this element of the marketing
mix, which includes decisions and actions related to the movement of goods from
producer to consumer. Sponsorship - actions and decisions in order to create a
smoother relationship between the supplier and the end user.

10. According to Singh (2012): Marketing mix is the combination of different marketing
decision variables being used by the firm to market its goods and services. After
identifying the market and gathering the basic information about it, the next step is
the direction of market programming, is to decide upon the instruments and the
strategy to meet the needs of the customers and the challenge of the competitors. It
offers an optimum combination of all marketing ingredients so that companies can
realise goals for example profit, sales volume, market share, return on investment etc.
The marketing mix is grouped under four elements i.e., Product, Price, Place,
Promotion.
 3.2 CONCEPTUAL FRAMEWORK:

A conceptual framework is a tool researchers use to guide their inquiry. It is a set of ideas
used to structure the research, a sort of map that may include the research question, the
literature review, methods and data analysis. Researchers use a conceptual framework to
guide their data collection and analysis.

Marketing Mix:

According to Philip Kotler: “Marketing Mix is the set of controllable variables that the firm
can use to influence the buyer's response”. The controllable variables in this context refer
to the 4 'P's [product, price, place (distribution) and promotion].

The four Ps are product, price, place, and promotion. They are an example of a “marketing
mix,” or the combined tools and methodologies used by marketers to achieve their
marketing objectives.

The 4 Ps were first formally conceptualized in 1960 by E. Jerome McCarthy in the highly
influential text, Basic Marketing, A Managerial Approach . There, McCarthy noted that
while the text of the book was “similar to that found in the traditional texts, the approach
is not.”

McCarthy’s novel approach was influenced by the still-recent “marketing mix” concept,
which Harvard Business School professor Neil. H. Borden popularized in the 1950s. In
fact, Borden himself had been influenced by a 1948 study written by James Culliton, in
which the author equated business executives to “artists” or “mixer[s] of ingredients”.
Rather than using the same approach for every situation, then, Culliton and Borden
recognized that successful executives instead mixed different methods depending on
variable market forces.

McCarthy streamlined this concept into the four Ps—product, place, price, and promotion—
to help marketers design plans that fit the dynamic social and political realities of their
time and target market. In effect, the purpose of the four Ps remains the same today as
when McCarthy first published his book: “developing the ‘right’ product
and making it available at the ‘right’ place with the ‘right’ promotion and at the ‘right’
price, to satisfy target consumers and still meet the objectives of the business”

The origins of the 4 Ps can be traced to the late 1940s. The first known mention of a mix
has been attributed to a Professor of Marketing at Harvard University, Prof. James
Culliton. In 1948, Culliton published an article entitled, The Management of Marketing
Costs in which Culliton describes marketers as 'mixers of ingredients'. Some years later,
Culliton's colleague, Professor Neil Borden, published a retrospective article detailing the
early history of the marketing mix in which he claims that he was inspired by Culliton's
idea of 'mixers', and credits himself with popularising the concept of the 'marketing mix'.
According to Borden's account, he used the term, 'marketing mix' consistently from the
late 1940s. For instance, he is known to have used the term 'marketing mix' in his
presidential address given to the American Marketing Association in 1953.

Although the idea of marketers as 'mixers of ingredients' caught on, marketers could not
reach any real consensus about what elements should be included in the mix until the
1960s. The 4 Ps, in its modern form, was first proposed in 1960 by E. Jerome McCarthy;
who presented them within a managerial approach that covered analysis, consumer
behavior, market research, market segmentation, and planning. Phillip Kotler,
popularised this approach and helped spread the 4 Ps model. McCarthy's 4 Ps have been
widely adopted by both marketing academics and practitioners.

The prospect of extending the marketing mix first took hold at the inaugural AMA
Conference dedicated to Services Marketing in the early 1980s, and built on earlier
theoretical works pointing to many important limitations of the 4 Ps model. Taken
collectively, the papers presented at that conference indicate that service marketers were
thinking about a revision to the general marketing mix based on an understanding that
services were fundamentally different from products, and therefore required different
tools and strategies. In 1981, Booms and Bitner proposed a model of 7 Ps, comprising the
original 4 Ps extended by process, people and physical evidence, as being more
applicable for services marketing.
Since then, there have been a number of different proposals for a service marketing mix
(with various numbers of Ps); most notably the 8 Ps, comprising the 7 Ps above, extended
by 'performance'.

McCarthy's 4 Ps

The original marketing mix, or 4 Ps, as originally proposed by marketer and academic
Philip Kotler and E. Jerome McCarthy, provides a framework for marketing decision-
making. The 4 Ps were first formally conceptualized in 1960 by E. Jerome McCarthy in
the highly influential text, Basic Marketing, A Managerial Approach . There, McCarthy
noted that while the text of the book was “similar to that found in the traditional texts, the
approach is not.”

McCarthy's marketing mix has since become one of the most enduring and widely
accepted frameworks in marketing.

McCarthy’s novel approach was influenced by the still-recent “marketing mix” concept,
which Harvard Business School professor Neil. H. Borden popularized in the 1950s. In
fact, Borden himself had been influenced by a 1948 study written by James Culliton, in
which the author equated business executives to “artists” or “mixer[s] of ingredients”.
Rather than using the same approach for every situation, then, Culliton and Borden
recognized that successful executives instead mixed different methods depending on
variable market forces.

McCarthy streamlined this concept into the four Ps—product, place, price, and promotion
—to help marketers design plans that fit the dynamic social and political realities of their
time and target market. In effect, the purpose of the four Ps remains the same today as
when McCarthy first published his book: “developing the ‘right’ product and making it
available at the ‘right’ place with the ‘right’ promotion and at the ‘right’ price, to satisfy
target consumers and still meet the objectives of the business”
1. Product:

The product is the good or service being marketed to the target audience. Product refers
to what the business offers for sale and may include products or services. Product
decisions include the "quality, features, benefits, style, design, branding, packaging,
services, warranties, guarantees, life cycles, investments and returns".

 What is your product?

 What does your product do? Does the product meet an unfilled need or provide a
novel experience?

 Who is your product’s target audience?

 How is your product different from what others offer?

2. Price:

Price refers to decisions surrounding "list pricing, discount pricing, special offer pricing,
credit payment or credit terms". Price refers to the total cost to customer to acquire the
product, and may involve both monetary and psychological costs such as the time and
effort spent in acquisition. Distribution channels are taken into consideration that includes
retailer, wholesaler, Business to Business OR Business to Customer.

 What is the price range of your product’s competitors?

 What is the price range of your target audience?

 What price is too high for your audience? What price is too low?

 What price best fits your target market?

3. Place:

Place is defined as the "direct or indirect channels to market, geographical distribution,

territorial coverage, retail outlet, market location, catalogues, inventory, logistics, and
order fulfillment". Place refers either to the physical location where a business carries out
business or the distribution channels used to reach markets. Place may refer to a retail
outlet, but increasingly refers to virtual stores such as "a mail order catalogue, a
telephone call center or a website. Example, firms that produce luxury goods like Louis
Vuitton employ an intensive placement strategy by making their products available at
only a few exclusive retailers. In contrast, lower priced consumer goods like toothpaste
and shampoo typically employ an extensive placement strategy by making their products
available to as many different retailers as possible."

 Where will you sell your product?

 Where does your target audience shop?

 What distribution channels are best to reach your target market?

4. Promotion:

Promotion refers to "the marketing communication used to make the offer known to
potential customers and persuade them to investigate it further". Promotion elements
include "advertising, public relations, direct selling and sales promotions." Promotion is
how you advertise your product or service. Through promotion, you will get the word out
about your product with an effective marketing campaign that resonates with your target
audience. There are many different ways to promote your product. Some traditional
methods include word of mouth, print advertisements, and television commercials. In the
digital age, though, there are even more marketing channels that you can use to promote
your product, such as content marketing, email marketing, and social media marketing.

 What is the best time to reach your target audience?

 What marketing channels are most effective for your target audience?

 What advertising approaches are most persuasive to your target audience?

 CHAPTER NO.04

DATA ANALYSIS AND INTERPRETATION

1. Consumer preference towards The Times of India newspaper.

Table No.: 4.1

Particulars No. of Responses Percentages

The Times of India Only 76 76%
TOI &Indian Express 13 13%
TOI & Hindustan Times 9 9%
TOI & Other 2 2%
Total 100 100%

Graph No.: 4.1

No. of Responses
80 76

70
60
50
40 The Times of India Only
30 TOI &Indian Express

20 TOI & Hindustan Times

13
9 TOI & Other
10 2
0
The Times of TOI &Indian TOI & TOI & Other
India Only Express Hindustan
Times

Interpretation:

From the above Table No. 4.1 & graph No. 4.1, it can be observed that, 76% of
respondents are prefer to The Times of India only and along with TOI 13% of
respondents prefer Indian Express newspaper. 9% of respondents prefer Hindustan
Times newspaper and o 2% of respondents prefer other newspapers.
2. Most liked articles in The Times of India newspaper.

Table No.:4.2

Particulars No. of Responses Percentages

Political 16 16%
Economic 26 26%
Sports 10 10%
Global Information 48 48%
Total 100 100%

Graph No.: 4.2

No. of Responses
60

48
50

40
Political
30 26 Economical
Sports
20 16
10 Global Information
10

0
Political Economical Sports Global
Information

Interpretation:

From the above Table No.4.2 and Graph No.4.2, it can be observed that 48% respondents
like to read global information in The Times of India Newspaper, 26% respondents
Economical information, 16% respondents political news and remaining 10% sports
updates.
3. Consumer preference towards other newspapers of The Times Group.

Table No.: 4.3

Particulars No. of Responses Percentages
Yes 48 48%
No 52 52%
Total 100 100%

Pie Chart No.: 4.3

No. of Responses

Yes No

48%

52%

Interpretation:
In the above Table No. 4.3 and Pie Chart No. 4.3, it can be seen that 52% of respondents
read other newspaper of The Times Group and 48% respondents do not read other
newspapers of The Times Group.
4. Newspapers of The Times Group consumer preferred to read.

Table No.: 4.4

Particulars No. of Response Percentages
The Economic Times 19 39.58%
Maharashtra Times 27 56.25%
Navbharat Times 2 4.17%
Total 48 100%

Graph No.: 4.4

No of Response
30
27

25

20 19

The Economic Times

15 Maharashtra Times
Navbharat Times
10

5
2

0
The Economic Times Maharashtra Times Navbharat Times

Interpretation:

From the above Table No. 4.4 and Graph No. 4.4, it can be observed that 56.25%
respondents also read Maharashtra Times of The Times Group, 39.58% respondents
Economic Times and 4.17% respondents read Navbharat Times
5. Consumer satisfaction with price of TOI newspaper.

Table No.: 4.5

Particulars No. of Responses Percentages

Very Satisfied 20 20%
Satisfied 67 67%
Neutral 13 13%
Unsatisfied 0 0%
Total 100 100%

Graph No.: 4.5

No. of Responses
80
70 67

60
50 Very Satisfied
Satisfied
40
Neutral
30
20 Unsatisfied
20 13
10
0
Very Satisfied Satisfied Neutral Unsatisfied

Interpretation:

From the above Table No. 4.5 and Graph No. 4.5, it can be observed that 67% of
respondents are satisfied with the price of newspaper, 20% respondents are very satisfied,
13% respondents are neutral with the price of newspaper.
6. The monthly billing charge of TOI affordable to consumer.

Table No.: 4.6

Particulars No. of Responses Percentages

Yes 82 82%
No 18 18%
Total 100 100%

Pie Chart No.: 4.6

No. of Responses
Yes No

18%

82%

Interpretation:

From the above table No.4.6 and Pie Chart No.4.6 it can be observed that, for 82%
respondents monthly billing is affordable of TOI and for 18% respondents monthly
billing is not affordable of TOI.
7. The ideal price of the newspaper in the mind of consumers.

Table No.: 4.7

Particulars No. of Responses Percentages

Rs.5 80 80%
Rs.7 17 17%
Rs.8 3 3%
Rs.10 0 0%
Total 100 100%

Graph No.: 4.7

No. of Responses
90
80
80
70
60
Rs.5
50 Rs.7
40 Rs.8
30 Rs.10
20 17

10 3
0
0
Rs.5 Rs.7 Rs.8 Rs.10

Interpretation:

From the above Table No.4.7 and Graph No. 4.7, it can be observed that according to
80% respondents 5 rupees is the ideal price for the Times of India newspaper and for
17% respondents 7 rupees, for 3% respondents 8 rupees is the ideal price for the
newspaper.
8. Sources of news for the consumers.

Table No.: 4.8

Particulars No. of Responses Percentages

Newspaper 52 52%
Online Portal 24 24%
T.V. 22 22%
Radio 2 2%
Total 100 100%

Graph No.: 4.8

No. of Responses
60
52
50

40 Newspaper

30 Online Portal
24
22 T.V.
20 Radio

10
2
0
Newspaper Online Portal T.V. Radio

Interpretation:

From the above Table No.4.8 and Graph No. 4.8, it can be observed that for 52%
respondent’s source of the news is newspaper, for 24% of respondent’s online portal, for
22% respondents T.V. And for 2% respondent’s it is radio.
9. Purchasing of newspaper.

Table No.: 4.9

Particulars No. of Responses Percentages

Stall 23 23%
From Vendor 77 77%
Total 100 100%

Pie Chart No: 4.9

No. of Responses
Stall From Vendor

23%

77%

Interpretation:

From the above Table No.4.9 and Graph No.4.9, it can be seen that 77% of respondents
purchase newspaper from the vendor and remaining 23% of respondents purchase
newspaper from stall.
10. Availability of newspaper on time.

Table No.: 4.10

Particulars No. of Responses Percentages

Yes 81 81%
No 19 19%
Total 100% 100

Pie Chart No.: 4.10

No. of Responses
Yes No

19%

81%

Interpretation:

From the above Table No.4.10 and Pie Chart No.4.10, it can be seen that according to
81% of respondents newspaper is delivered at their expected time and according to 19%
respondents newspaper is not delivered at their expected time.
11. Consumer’s expected newspaper delivery time.

Table No.: 4.11

Particulars No. of Responses Percentages

6 AM - 7 AM 56 56%
7 AM - 8 AM 21 21%
8 AM - 9 AM 14 14%
9 AM - 10 AM 9 9%
Total 100 100%

Graph No.: 4.11

No. of Responses
60 56

50

40
6 AM - 7 AM

30 7 AM - 8 AM

21 8 AM - 9 AM
20 9 AM - 10 AM
14
9
10

0
6 AM - 7 AM 7 AM - 8 AM 8 AM - 9 AM 9 AM - 10 AM

Interpretation:

From the above Table No.4.11 and Graph No.4.11, it can be observed that according to
56% of respondents newspaper should be delivered at 6AM to 7AM, for 21%
respondent’s it is 7AM to 8 AM., for 14% respondent’s it is 8AM to 9AM. and for 9%
respondent’s it is 9AM to 10AM.
12. Consumer heard about The Times of India first time.

Table No.: 4.12

Particulars No. of Responses Percentages

Radio 3 3%
T.V. 12 12%
From existing readers 74 74%
Search engine 11 11%
Total 100 100%

Graph No.: 4.12

No. of Responses
80 74
70

60

50
Radio
40 T.V.
30 From existing readers

20 Search engine
12 11
10 3
0
Radio T.V. From existing Search engine
readers

Interpretation:

From the Table No.4.12 and Graph No.4.12, it can be seen that74% respondents hear
about TOI first time from the existing readers, 12% from newspaper and T.V., 11%
respondents from search engines and remaining 3% respondents heard about this
newspaper from Radio.
13. During offer consumers have subscribed for the newspaper.

Table No.: 4.13

Particulars No. of Responses Percentages

Discount offer 76 76%
Gift offer 24 24%
Total 100 100%

Graph No.: 4.13

No. of Responses
80 76

70
60
50
40 Discount offer
Gift offer
30 24
20
10
0
Discount offer Gift offer

Interpretation:

From the Table No.4.13 and Graph No.4.13, it can be seen that 76% of respondents
subscribed for the newspaper under the discount offer and 24% of respondents have
subscribed newspaper during the Gift offer.
14. Consumer heard about the offers of The Times Group.

Table No.: 4.14

Particulars No. of Responses Percentage

From Company Vendor 21 21%
Call Center 33 33%
From Existing Readers 15 15%
Promotion Campaign 31 31%
Total 100 100%

Graph No.: 4.14

No. of Responses
35 33
31
30

25
21
20 From Company Vendor
15 Call Center
15
From Existing Readers
10
Promotion Campaign
5

0
From Company Call Center From Existing Promotion
Vendor Readers Campaign

Interpretation:

From the Table No.4.14 and Graph No.4.14, it can be observed that 33% of respondents
heard about the offers of The Times Group from the Call Center of The Times Group,
31% of respondents from the Company’s Promotion Campaign, 21% of respondents from
the Company Vendor and 15% respondents heard from the Existing Readers of The
Times Group.
Q.15. Promotion appeals more to consumers.

Table No.: 4.15

Particulars No. of Responses Percentage

Free Sample 18 18%
Promotion Campaign 24 24%
Loyalty Program 36 36%
Gift Offers 22 22%
Total 100 100%

Graph No.: 4.15

No of Responses
40
36
35
30
24
25 22 Free Sample
20 18 Promotion Campaign
15 Loyalty Program

10 Gift Offers

5
0
Free Sample Promotion Loyalty Program Gift Offers
Campaign

Interpretation:

From the Table No.4.15 and Graph No.4.15, it can be observed that for 36% of
respondents Loyalty Program appeals more to them, for 24% of respondents Promotion
Campaign of the company, for 22% of respondents Gift Offers and for 18% of
respondents Free Sample offers appeal to them.
16. The one thing that could be changed about the newspaper according to
consumer.

Table No.: 4.16

Particulars No. of Responses Percentages

Add Supplement 44 44%
Reduce Ads. 47 47%
Reduce Supplements 9 9%
Total 100 100%

Graph No.: 4.16

No. of Responses
50 47
44
45
40
35
30
Add Supplement
25
20 Reduce Ads.
15 Reduce Supplements
9
10
5
0
Add Supplement Reduce Ads. Reduce Supplements

Interpretation:

From the above Table No.4.16 and Graph No. 4.16, it can be observed that 47% of
respondents think that advertisement should be reduced, 44% of respondents think that
supplement should be added remaining 9% of respondents think that supplements should
be reduced.
 About The Various Media Platforms of BCCL:

 Radio Channel:

Radio Mirchi (also known as 98.3 Mirchi) is a nationwide network of private FM radio
stations in India.

 Television Channels:

Times Network houses the upscale television channels - TIMES NOW, Times Now
(World), ET NOW , Mirror NOW , Times Now Navbharat, Zoom, Movies NOW &
Movies Now HD, MN+, Romedy NOW & Romedy NOW HD and MNX & MNX HD.

 Entertainment:

Acknowledged as one of Indian most popular entertainment magazines, it publishes

pieces involving news, interviews, photos, videos, reviews, events, and style. The
magazine also gives annually the Filmfare Awards, the Filmfare Awards South, the
Filmfare Awards East, the Filmfare Marathi Awards, the Filmfare Awards Punjabi, the
Filmfare OTT Awards, the Filmfare Short Film Awards and the Filmfare Style &
Glamour Awards.

 Internet

Times Internet is an Indian internet technology company, based in Gurgaon, which owns,
operates and invests in various internet-led products, services and technology. It is the
digital arm of the Times Group, the largest media conglomerate in India.
CHAPTER NO.05

FINDING
FINDINGS:

1. It was found that that, 76% of respondents are prefer to The Times of India only and
along with TOI 13% of respondents prefer Indian Express newspaper. 9% of
respondents prefer Hindustan Times newspaper and o 2% of respondents prefer other
newspapers.

2. It was studied that, 48% respondents like to read global information in The Times of
India Newspaper, 26% respondents Economical information, 16% respondents
political news and remaining 10% sports updates.

3. It was observed that 52% of respondents read other newspaper of The Times Group
and 48% respondents do not read other newspapers of The Times Group.
4. It was found that 56.25% respondents also read Maharashtra Times of The Times
Group, 39.58% respondents Economic Times and 4.17% respondents read Navbharat
Times

5. It was studied that 67% of respondents are satisfied with the price of newspaper and
20% respondents are very satisfied, 13% respondents are neutral with the price of
newspaper.

6. It was observed that for 82% respondents monthly billing is affordable of TOI and for
18% of respondents monthly billing is not affordable of TOI.

7. It was found that, according to 80% respondents 5 rupees is the ideal price for the
Times of India newspaper and for 17% respondents 7 rupees, for 3% respondents 8
rupees is the ideal price for the newspaper.

8. It was studied that, for 52% respondent’s source of the news is newspaper, for 24%
respondent’s online portal, for 22% respondents T.V. and for 2% respondent’s it is
radio.

9. It was observed that 77% of respondents purchase newspaper from the vendor and
remaining 23% of respondents purchase newspaper from stall.
10. It was found that, according to 81% of respondents newspaper is delivered at their
expected time and according to 19% of respondents newspaper is not delivered at
their expected time.

11. It was observed that according to 56% of respondents newspaper should be

delivered at 6AM to 7AM, for 21% respondent’s it is 7AM to 8 AM., for 14%
respondent’s it is 8AM to 9AM. and for 9% respondent’s it is 9AM to 10AM.

12. It was found that 74% respondents hear about TOI first time from the existing
readers, 12% from newspaper and T.V., 11% respondents from search engines and
remaining 3% respondents heard about this newspaper from Radio.

13. It was studied that that 76% of respondents subscribed for the newspaper under the
discount offer and 24% of respondents have subscribed newspaper during the Gift
offer.

14. It was found that 33% of respondents heard about the offers of The Times Group
from the Call Center of The Times Group, 31% of respondents from the Company’s
Promotion Campaign, 21% of respondents from the Company Vendor and 15%
respondents heard from the Existing Readers of The Times Group.

15. It was observed that for 36% of respondents Loyalty Program appeals more to them,
for 24% of respondents Promotion Campaign of the company, for 22% of
respondents Gift Offers and for 18% of respondents Free Sample offers appeal to
them.

16. It was studied that that 47% of respondents think that advertisement should be
reduced, 44% of respondents think that supplement should be added remaining 9%
of respondents think that supplements should be reduced.
OBSERVATIONS:

1. In the rural area some readers are not getting newspaper on time.

2. Because lack of promotional campaign in rural area there reader are not aware about
new offers provided by The Times Group.
 CHAPTER NO.06

SUGGESTION AND CONCLUSION

6.1 SUGGESTIONS:

1. Company should deliver newspaper on customer’s expected time.

2. Company should deliver newspapers in rural areas as well on time.

3. Company should arrange campaigns in rural areas from promotion perspective.

4. As per the interpretation to consumer that is found that major suggestions to The
Times Group reduce advertisement.
 6.2 CONCLUSION:

This study is A Study on the Marketing Mix and its impact on Consumer with respect to The
Times Group Newspapers, Pune concludes that most of the respondents prefer the Times
of India newspaper of The Times Group and the 52% of respondents prefer other
newspapers of The Times Group like Maharashtra Times, The Economic Times and
Navbharat Times. Most of the respondents are satisfied with the price of newspaper and
most of the respondents think that 5 rupees is the ideal price for them and also monthly
billing is affordable to most of the respondents. Company is making newspapers
available through their vendors and stalls and most of the respondents purchase
newspaper from the vendor. It was also observed that customer’s expected time for
delivery of the Newspaper is 6AM to 7AM. The Company should give less advertisement
in the newspaper, as per customers this is the thing thing that could be changed in the
newspaper. The Times Group is changing its promotion approaches and demographics by
visiting colleges, hotels and clubs.
 ANNEXURE:

Name of Respondent: Age:

Occupation: Gender:

Q.1. Which newspaper do you prefer to read?

A. The Times of India Only

B. TOI &Indian Express

C. TOI & Hindustan Times

D. TOI & Other

Q.2. Which article do you like most in The Times of India newspaper?

A. Political
B. Economical
C. Sports
D. Goble Information

Q.3. Do you read other newspapers of The Times Group?

A. Yes
B. No

Q.4. Which other newspaper of The Times Group do you prefer to read?

A. The Economic Times

B. Maharashtra Times
C. Navbharat Times
D. Only TOI
Q.5. Are you satisfied with price of TOI newspaper?

A. Very Satisfied
B. Satisfied
C. Neutral
D. Unsatisfied

Q.6. Is the monthly billing charge of TOI affordable?

A. Yes
B. No

Q.7. What is the ideal price for the newspaper?

A. Rs.5
B. Rs.7
C. Rs.8
D. Rs.10

Q.8. What are the sources of news for you?

A. Newspaper
B. Online Portal
C. T.V.
D. Radio

Q.9. Where do you purchase newspaper?

A. Stall
B. From company vendor

Q.10. Do you get newspaper on time?

A. Yes
B. No
Q.11. What is your expected newspaper delivery time?

A. 6 AM - 7 AM
B. 7 AM - 8 AM
C. 8 AM - 9 AM
D. 9 AM - 10 AM

Q.12 Where did you hear about TOI first time?

A. Radio
B. T.V.
C. From existing readers
D. Search engine

Q.13 In which offer you have subscribed newspaper?

A. Discount offer
B. Gift offer

Q.14 Where did you hear about offers of The Times Group?

A. From Company Vendor

B. Call Center
C. From Existing Readers
D. Promotion Campaign

Q.15 What kind of promotion appeals more to you?

A. Free Sample
B. Promotion Campaign
C. Loyalty Program
D. Gift Offers
Q.16 Which is one thing that could be change in newspaper?

A. Add Supplement
B. Reduce Ads.
C. Reduce Supplements
BIBLIOGRAPHY

A. Books:

1. Marketing Management – Philip Kotler , Kevin Keller- 15th Edition

2. Edmund Jerome McCarthy Ps marketing mix 1960 book Basic Marketing: A
Managerial Approach, R.D. Irwin, 1960
3. Marketing Management- Analysis, Planning and Control – Philip Kotler,
PrenticeHall, New Delhi
4. Research Methodology – C. R. Kothari, Vishwa Prakashan
5. Marketing Research – Naresh K. Malhotra and Satyabhushan Dash, Pearson
Educations

B. National and International Journals:

1. Chai Lee Goi (2009), A Review of Marketing Mix: 4Ps or More? , International
Journal of Marketing Studies, VI 1, No.1.
2. Manoj Kumar Jain (2013), An Analysis of Marketing Mix: 7Ps or More, Asian
Journal of Multidisciplinary Studies, Volume1, Issue 4.
3. Dr. B. R. Londhe (2014): Marketing Mix for Next Generation Marketing,
Procedia Economics and Finance 11 (2014) 335 – 340.
4. Bahman Saeidi Pour, Kamran Nazari and Mostafa Emami (2013), The effect of
marketing mix in attracting customers: Case study of Saderat Bank in
Kermanshah Province, African Journal of Business Management, Vol. 7(34), pp.
3272-3280, ISSN 1993-8233
5. Pooja Sisodiya, Dr. Gargi Sharma (2018), The impact of Marketing Mixmodels/
elements on consumer buying behaviour: A study of FMGS products in Jaipur
city, International Journal of Technical Research & Science, ISSN No.: 2454-
2024.
6. Bahman Saeidi Pour, Kamran Nazari and Mostafa Emami (2012), The effect of
marketing mix in attracting customers: Case study of Saderat Bank in Kermanshah
Province, African Journal of Business Management,
 7. Margarita Isoraite ( Jume, 2016), Marketing Mix theoretical aspect,
International Journal of Research- Granthaalayah, Vol.4 (Iss.6), ISSN- 2350-
0530(O) ISSN- 2394-3629(P)

C. Web sites:

1. www.timesgroup.com
2. www.google.co.in
3. www.wikipedia.com
4. www.googlescoler.com