A

Summer Training Project Report

on
MARKETING STRATEGY AT THE TIMES OF INDIA

Submitted for partial fulfillment of requirement for the award of degree

of
Master of Business Administration

GRAPHIC ERA (Deemed to be University)

DEHRADUN (UTTRAKHAND)
Session 2023 - 2025
Supervision by Submitted by
DR. MANU SHARMA Sagar Sharma
Roll NO :1404079
Enrollment No: GE-23144079

DEPARTMENT OF MANAGEMENT STUDIEs

Graphic ERA (DEEMED TO BE UNIVERSITY) DEHRADUN

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 DECLARATION

I hereby declare that the Internship/ Field Project “ MARKETING STRATEGY OF TIMES OF INDIA
”submitted for the Degree of Master of Business Administration , is my original work and the Internship /
Field Project has not formed the basis for the award of any degree, diploma, associateship, fellowship or
similar other titles. It has not been submitted to any other University or Institution for the award of any
degree or diploma.

(Signature of Student)

Sagar Sharma

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 CERTIFICATE BY INTERNAL GUIDE

I have the pleasure in certifying that Mr./Ms. Is a studentof Graphic Era (Deemed to be
University) of the Master’s Degree in Business Administration (MBA).

His/her University Roll No. is …………………

He has completed his/her Internship/ Field Project titled as “ ”under my guidance.

I certify that this is his original effort & has not been copied from any other source .This project has also not been
submitted in any other university for the purpose of award of any Degree.

This project fulfils the requirement of the curriculum prescribed by Graphic Era (Deemed to be University),
Dehradun, for the said course.

I recommend this Internship/ Field Project for evaluation & consideration for the award of Degree to the student.

Signature: Name of the Guide:

Signature: Name of the Area Chair/ HOD:

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INTERNSHIP CERTIFICATE

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 ACKNOWLEDGEMENT

I express my sincere thanks to my project guide, Dr. Manu Sharma Management Department
for guiding me right form the inception till the successful completion of the project.

I also record my indebtedness to my supervisor Dr. Manu Sharma, for her counsel and guidance
during the preparation of this Internship/Field Project. I am grateful to (Director, Head or any
other faculty)

I wish to record my sincere thanks to Mr. Laxman Sharma and Ms. Raman devi for their help
and cooperation throughout our project .My thanks are due to (those who have helped in
collecting data or analysis or type setting etc.).

(Signature of Student)

Sagar Sharma

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 ABSTRACT

PROJECT TITLE: “Know consumers behavior towards “Times of India””

PRODUCT : Times of India, Chandigarh

We have successfully completed our 2 months internship at “Times of India” Chandigarh for the
assigned project titled “Know the consumers behavior towards Times Of India”. Mr. Subodh
Kumar, Manager of Result and Market Department, was our project guider who guided us how to
carry on with the project.

Purpose of the study:

1) The main objective of the research was “To study the factors affecting apt customers to read
TOI”.

This project is also expected to accomplish following task:-

1. To find Preference of students or customers towards newspapers.

2. To understand media habits to consumer.

3. Attitude towards TOI.

In our project we had been assigned the task to find out reasons why apt customers (who know
English) do not read The Times of India newspaper and which factors make them uncomfortable
about “TOI”. For that we went to Institutes, Societies, Tuition classes, Gardens, Seminar Halls and
where our potential customers can be found. We surveyed respondents by interview and filled our
questionnaire. During this we came across with many problems which was cleared after discussing
with our guider (RMD manager).

This report includes an overview of the project undergone during the summer training. This report
is mainly divided into four chapters:-

I. In the first chapter, we have mentioned the Introduction and limitation of the
project, introduction of industry, company or product “Times Of India” and competitors
of the Times of India.

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 II. The second chapter of the report mainly focuses on the Methodology and objectives
of the study used during the training. It focuses on how we carried out our research.

III. The third chapter consists of analysis and findings about the company and its
product Times of India newspaper. That is purely based on our survey during the training
of 8 weeks.

IV. The last chapter summarizes the whole report and gives the Recommendations,
Conclusion and Source of the data. And also we have attached questionnaire in an
annexure, which was prepared in order to get the information from customers.

For our project we took sample size of 400 respondents. After that, we analyzed the questionnaire
filled by the respondents and came to know that “people have the problem with the language of
“TOI” newspaper, young generation want to take news from electronic media and educated people
also like to read Gujarati newspapers”. We have also considered their precious suggestions and
recommendations given by customers.

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TABLE OF CONTENT

Title Page 1

Declaration 2

Certificate of Internal Guide 3

Certificate of Company Guide 4

Acknowledgement 5

Abstract 6-7

Chapter 1: Introduction 9-11

Chapter 2: Literature Review 12- 15

Chapter 3 : Organization Profile 16- 29

Chapter 4: : Research Methodology 30-32

Chapter 5: Data Analysis and Interpretations 33-46

Chapter 6: Recommendation and Conclusion 47-49

BIBLIOGRAPHY 50

ANNEXURE 51-52

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CHAPTER – 1

INTRODUCTION

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The Times of India (TOI) stands as one of India’s most prominent and influential
Englishlanguage newspapers. Established in 1838, it has evolved over nearly two centuries,
solidifying its position as the go-to news source for millions of readers across India and globally.
With a vast readership base that includes both traditional print consumers and digital audiences,
The Times of India has successfully embraced the transition to the digital era. In today’s fast-
paced world, where digital consumption of news and information is on the rise, TOI’s ability to
cater to both print and digital readers is critical for its continued success. While the newspaper's
historical legacy is grounded in its print editions, the shift to digital media platforms such as its
website, mobile apps, and social media channels has revolutionized how it engages with its
audience. With the increasing influence of social media platforms and online news aggregators,
consumers now have access to real-time updates, diverse content, and varied sources of news.
This changing media consumption pattern has raised the importance of understanding how
consumers perceive and interact with The Times of India, whether through traditional print
editions or newer digital formats.

Consumer satisfaction, in this context, becomes an essential metric for evaluating how well The
Times of India meets the evolving expectations and preferences of its readers. Satisfaction can be
influenced by a range of factors, including content quality, design, usability, accessibility,
customer service, and user engagement. As a leading player in the media industry, TOI must
continuously assess these factors to ensure its offerings remain relevant, user-friendly, and high-
quality. Additionally, with the growing role of digital platforms in news consumption, it is vital
for The Times of India to understand the unique needs and preferences of online readers
compared to traditional print readers.

This research aims to explore consumer satisfaction toward The Times of India, delving into
both print and digital consumption experiences. By assessing satisfaction levels across different
formats, the study will provide valuable insights into the key drivers of satisfaction and highlight
areas of improvement for the newspaper. With such insights, The Times of India can better tailor
its content, improve user experiences, and retain its competitive edge in an increasingly crowded
media market.

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Understanding consumer satisfaction not only helps in optimizing existing services but also aids
in future strategic planning, ensuring that TOI remains responsive to the ever-changing demands
of its audience. As the newspaper continues to adapt to new trends in the media landscape,
maintaining high consumer satisfaction will be pivotal to sustaining its leadership and loyalty
among readers.

Problem Statement

In the modern age, the media landscape is becoming increasingly competitive, with several new
players emerging in both traditional and digital formats. The Times of India, as one of the
leading media outlets in India, faces the challenge of maintaining high levels of consumer
satisfaction amidst rising competition from other news sources. Despite its vast readership and
established reputation, there is limited empirical research evaluating the satisfaction levels of its
diverse consumer base. This gap in understanding consumer expectations and experiences with
The Times of India in the digital and print domains calls for a comprehensive study.

Need

The need for this study arises from the increasing significance of consumer satisfaction in the
media industry, especially as the consumption of news shifts from traditional print to digital
formats. Understanding the factors that influence consumer satisfaction with The Times of India
will help the organization improve its content, enhance its service offerings, and build stronger
relationships with its audience. This research is crucial for the paper's strategic decision-making
and for ensuring its competitive edge in a rapidly evolving media landscape. Additionally, by
evaluating both print and digital services, this study will offer insights into whether there is a
difference in consumer satisfaction between these two formats.

Objective

1. To assess the level of consumer satisfaction towards The Times of India across
print and digital platforms.
2. To identify the key factors influencing consumer satisfaction, including content
quality, readability, accessibility, and customer service.

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3. To compare the satisfaction levels of consumers who prefer the print edition with
those who primarily engage with the digital version.
4. To evaluate the impact of The Times of India's branding, reputation, and user
experience on overall satisfaction.
5. To provide actionable recommendations to The Times of India to enhance
consumer satisfaction and loyalty.

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 CHAPTER – II

REVIEW OF LITERATURE

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The concept of marketing strategies has evolved significantly in the print media industry, adapting
to changes in consumer behavior, technological advancements, and competitive pressures. This
review of literature explores the foundational theories and recent studies relevant to the marketing
strategies employed by organizations like The Times of India.

1. Marketing in the Print Media Industry

Print media remains a vital component of mass communication despite the rise of digital platforms.
According to Kotler and Keller (2016), successful marketing strategies in traditional industries
like print rely on understanding customer preferences, market segmentation, and competitive
positioning. Studies by Nithya and Anandakumar (2020) emphasize that customer retention in
print media requires innovative subscription models, content personalization, and aggressive
promotional campaigns.

2. Importance of Lead Generation and Customer Retention

Lead generation and customer retention form the backbone of marketing strategies in competitive
industries. Lamb, Hair, and McDaniel (2018) highlight that organizations should focus on creating
value through tailored marketing efforts that meet customer expectations. For print media, Kumar
and Nanda (2021) underline the importance of identifying and re-engaging inactive customers,
especially in markets where digital alternatives are capturing a significant market share.

3. Field Marketing and Direct Selling

Field marketing plays a crucial role in the print media business, allowing marketers to connect
with customers directly. Studies by Mahajan (2019) reveal that personalized communication
during field marketing enhances customer trust and aids in building long-term relationships.
Research by Gupta and Roy (2022) in the Indian context found that field sales teams in print media
companies successfully generate leads by demonstrating the unique value of printed news
compared to digital content.

4. Digital Marketing Integration in Print Media

Digital transformation has necessitated the integration of online and offline marketing strategies.
A study by Mehta and Bansal (2020) highlights that combining traditional print campaigns with

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digital marketing enhances customer outreach and engagement. For instance, leveraging social
media for promotional offers and customer feedback can significantly improve lead generation
efforts.

5. Competitive Strategies in a Saturated Market

In a highly competitive market, firms must employ innovative strategies to sustain their market
share. Porter’s Five Forces framework, as applied by Sharma and Verma (2021), suggests that
companies like The Times of India can counter competitive pressures by focusing on product
differentiation, such as offering exclusive content or bundling services. Additionally, recovering
customers lost to competitors often requires addressing their pain points and offering tailored
incentives (Jain, 2023).

6. Addressing Customer Concerns and Building Loyalty

Customer loyalty is critical in subscription-based industries. Research by Bose and Sengupta

(2018) indicates that addressing customer concerns promptly and effectively strengthens trust and
fosters loyalty. For print media, this involves ensuring consistent delivery, offering competitive
pricing, and responding to issues such as preference for digital formats.

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 CHAPTER – III
ORGANISATIONS PROFILE

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ORGANISATIONS PROFILE

The Times Group (Also referred as Bennett, Coleman & Co. Ltd.) is the largest company in media
and entertainment industry in India and South Asia. It has completed 175 years of its journey in
media industry from 1838, established in Mumbai. 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. Having
strength of more than 11,000 employees, its revenue is exceeding $1.5 Billion, it has the support
of more than 25000 advertisers and a vast audience spanning across the world.

Key Business areas:

• Publishing
• Television
• Digital
• Out of Home
• Other Activities

Publishing:-

• Largest publisher in India: 13 newspapers, 18 magazines, 16 publishing centres, 26

printing centres
• Largest English newspaper in India by circulation (and the world), the Times of India.
• Largest Business newspaper in India by circulation (2nd largest English Business daily in
the world, behind WSJ), the Economic Times.
• Largest Non‐English newspapers in Mumbai, Delhi, Bangalore by circulation (India’s
three largest cities).

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Television:-

• Largest English News TV Channel, No. 2 English Business News TV Channel.

• Largest Bollywood News and Lifestyle TV Channel, No. 2 English Movies TV Channel.

Digital:-

• Largest Indian network based on traffic and revenue (behind Google, Facebook, Yahoo).
• Operates 30+ digital businesses, most of which are Top 3 in their competitive segment.
• Most popular B2C mobile short code in India, across SMS, voice, WAP, and USSD
Radio.
• Largest radio network in India by revenue and listenership, with 32 stations.
• Operates the largest rock radio station in the UK.

Out-of-home:-

• Largest Out‐of‐home advertising business in India with presence in all major metros.
• Owns advertising contracts in most major airports in India.

Other Activities:-

• Music
• Movies
• Syndication
• Education
• Financial Services
• Event Management
• Specialised publications - including books and multimedia.

HISTORY

1838

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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 1 anna – 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.

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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

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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 mark 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".

2003

Launch of the Times Private Treaties as a strategic business division. Launch of the Jobs portal
Times Jobs. TOI E-paper launched. Entry into TV business with the launch of India’s first lifestyle
and entertainment channel Zoom.

2005

Launch of a Matrimonial website Times Matri – later rebranded as Simply Marry. Mumbai Mirror,
the city-centric daily tabloid launched in Mumbai.

2006

Launch of a television News Channel called Times Now.

Radio Mirchi holding company ENIL (Entertainment Network India Limited) lists on the Indian
stock markets. It is the first Times Group Company to list on the bourses with IPO being
oversubscribed by more than 41 times.

Launch of a Property services portal Magic Bricks. Times of Money launch Remit2Home, to cater
to global remittance market.

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Acquisition of Karnataka’s leading newspaper company Vijayanand Printers Limited makes
BCCL the dominant force in Karnataka.

2007

Launch of Bangalore Mirror, Ahmedabad Mirror, ET (Gujarati) and Whats Hot – a premier
weekend entertainment supplement. The Times of India becomes largest English daily in the world
with circulation breaching the 3 million mark and beating Sun (tabloid) of UK.

2008

Launch of ET (Hindi), Pune Mirror and The Times of India editions at Jaipur, Goa and Chennai.
Acquisition of Virgin Radio (now rebranded as Absolute Radio) in the UK.

2009

TOI Crest edition launched. Launch of ET Now – premier business channel having integrated
newsroom with ET print edition.

2010

Private Treaties re-branded as Brand Capital. The Speaking Tree newspaper launched. ET Wealth
launched. Maharashtra Times launches Pune edition. Vijay Next (premier weekly newspaper from
Vijay Karnataka) launched. India’s first HD-only premium movie channel – Movies Now (HD)
launched.

2011

Sunday ET re-launched as a tabloid.

Bodhivriksha (spiritual weekend newspaper in Kannada) launched.

Launch of The Times of India, Coimbatore and Madurai/Trichy Editions.

2012

Launch of The Times of India, Kerala, Visakhapatnam and Raipur(Chhattisgarh) Edition

2013

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Launch of the Times of India, Kolhapur Edition.

Subsidiaries of Times Group

TIML & ENIL

Times Innovative Media Limited (TIML) & Entertainment Network India Limited (ENIL) that
together control,

• Radio Mirchi National network of Private FM stations

• 360 Degrees Events
• Times Outdoors (TIM Delhi Airport Advertising Private Limited.
• Mirchi Movies Limited Filmed Entertainment. Producers of BEING CYRUS,
VELLITHIRAI, MANJADIKURU.

Times Internet Limited

Times Internet Limited is one of the largest internet companies of India. It has interests in
online news, online business news, Hindi, Marathi, Kannada, and Bengali news, mobile, e-
Commerce, music, video, and communities. Some of the larger properties of TIL include:

• India times shopping - one of the largest and earliest ecommerce portals in India
• India
• Times of India
• Economic times.com
• Navbharattimes.com
• Maharashtra Times
• Timescity.com
• Gaana.com
• BoxTV.com
• Times Deal

Times of Money

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Times of Money operates financial remittance services for Indians abroad to send money back to
India. Their product, remit2India, is a standalone product, while also powering the remittance
services of many banks globally.

Times Global Broadcasting Limited

Television division. It is also called Times Television Network.

• Times Now A general interest news Channel

• Smart Hire A Consulting Division – Recruitments
• ET Now A business news channel
• Zoom A 24x7 Bollywood entertainment and gossip channel
• Movies Now A 24x7 Hollywood Movies channel in High Definition (India's first)

Times Business Solutions

• TBSL, corporate website of TBSL.

• Times Jobs, a jobs portal.
• Techgig, a professional networking site for Technology Peoples.
• Simply Marry, a matrimonial portal.
• Magic Bricks, a real estate portal.
• Yolist, free classifieds portal.
• Ads2Book, online classifieds booking system for print publications.
• Peer Power, a Senior-Level professional networking portal.

World Wide Media

World Wide Media - started off as a 50:50 magazine joint venture between BCCL and BBC
magazines. In August 2011, it was announced that Bennett, Coleman & Co. bought out the
remaining 50 per cent shares of Worldwide Media from BBC Worldwide thereby making
World Wide Media a fully owned subsidiary of BCCL.

• Filmfare

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 • Filmfare Awards
• Femina
• Femina Miss India A Beauty Pageant
• Top Gear Magazine India
• BBC Good Homes
• Femina Hindi
• Grazia
• What to Wear

TIML Radio Limited

On 30 May 2008, SMG sold The British Virgin Radio to TIML Radio Limited for £53.2 million
with £15 million set aside for rebranding. On 28 September 2008, The British Virgin Radio Station
rebranded as Absolute Radio, including the sister radio stations Absolute Xtreme and Absolute
Classic Rock.

Stations

• Absolute Radio
• Absolute Radio 60s
• Absolute Radio 70s
• Absolute 80s
• Absolute Radio 90s
• Absolute Radio 00s
• Absolute Classic Rock
• Absolute Radio Extra This company is a direct subsidiary of BCCL (not through TIML
or ENIL).

Times Syndication Service

The syndication division of The Times of India Group, grants reprint rights for text, and other
media from the group's publications.

Brand Capital

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Brand Capital provides funding to growth oriented enterprises for their long term brand building
needs.

Online shopping

Satvik shop, an online shopping website dedicated to organic and ayurvedic products.

Key Management

Bennett, Coleman & Co. Ltd.

PROMOTERS & DIRECTORS

1. Chairperson: Indu Jain

2. Vice-Chairman & MD: Samir Jain
3. Managing Director: Vineet Jain

BOARD OF DIRECTORS

1. Executive Director: Trishla Jain

2. Executive Director & CEO: Ravindra Dhariwal
3. Executive Director & COO: Shrijeet Mishra
4. Executive Director & President: Arunabh Das Sharma
5. Non Executive Director: A.P. Parigi
6. Non Executive Director: Kalpana J. Morparia
7. Non Executive Director: M. Damodaran
8. Non Executive Director: Leo Puri

Times Television Network (comprising TGBCL and ZEN)

Group CEO (TV business): Sunil Lulla

ZEN CEO: Avinash Kaul

Times Internet Limited

CEO: Satyan Gajwani

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Times of Money

President: Avijit Nanda

Times Business Solutions Ltd.

CEO: Debashish Ghosh

Times VPL

CEO: Sunil Rajshekhar

Worldwide Media.

CEO: Tarun Rai

Entertainment Network (India) Ltd.

CEO: Prashant Panday

Alternate Brand Solutions (I) Ltd.

CEO: Prashant Panday

Times Innovative Media Ltd

CEO: Sunder Hemrajani

Absolute Radio

CEO: Donnach O' Driscoll

Times Foundation Head:

Shailendra Nautiyal

EDITORIAL HEADS
The Times of India

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Editorial Director: Jaideep Bose

Executive Editor: Arindam Sengupta

Economic Times

Editorial Director: Rahul Joshi

Maharashtra Times

Executive Editor: Ashok Panwalkar

Navbharat Times

Executive Editor: Ramkripal Singh

Mumbai Mirror

Editor: Meenal Baghel

Speaking Tree

Editor: Narayani Ganesh

Vijaya Karnataka

Editor: E. Raghavan

Times Now

Editor: Arnab Goswami

ET Now

Editor: R. Sridharan

ZOOM

Editor: Omar Qureshi

WORLDWIDE MEDIA

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World Wide Media (WWM) is a joint venture between the BCCL and BBC World Wide. It is
the India’s largest producer of lifestyle and special interest magazines. It was formed in 2004 and
in 2011 it became a wholly owned subsidiary of Bennett, Coleman and Company Limited (BCCL).
From just four magazines in 2008, WWM is currently producing 13 magazines in India and
worldwide. The Times of India Group have the selling and distribution right of these magazines
for India. The magazines are:-

• Femina
• Femina (Hindi)
• Femina (Tamil)
• Film Fare
• Filmfare (Hindi)
• BBC Top Gear
• Hello!
• Grazia
• BBC Good Homes
• Lonely Planet
• Home Trends
• BBC Knowledge

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 CHAPTER – IV
RESEARCH METHODOLOGY

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As a part of the Summer Internship Program we have been assigned to book subscriptions for the

various magazines published by World Wide Media and sold and distributed by Times Of India

and also to collect renewal from the expired subscribers.

Research Objectives:

• To provide different method of Marketing strategy of Times of India

• To study 4ps of Times of India

• To study the consumer point of view about times of India

Problem definition: What are the various aspects in which World Wide Media

is lacking behind in fulfilling the customers demand?

Research methodology:

This Exploratory research has been conducted through primary data. The

data will be qualitative as well as quantitative. The data has been collected

through personal interview, door to door visit and telephonic interview.

Research design:

• Geographical location: The geographical location taken for the

purpose of data collection and the research in Dehradun city.

• Sample size: The sample size for collecting primary data 150

respondents. The sampling will be done through Random Technique.

Table:-

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 Reader 100

Non-Reader 50

• Data collection method: The data has been collected through personal

interview, door to door visit and telephonic interview.

Target group: The respondents consist of existing subscribers, discontinued subscribers and non-
readers

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 CHAPTER – V
DATA ANALYSIS AND INERPRETATOIN

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 1) What are you doing?
(A)Student (B) Employee (C) Businessman (D) Other (please specify)....

TABLE NO. 3.1 Showing category of Respondents

Category Students Employees Businesspersons Others
No. of categories of
non-“TOI”s 263 82 49 6
Mode = Students(263)

GRAPH NO.3.1 Showing No. of respondents of different category

300 263
250
200
150
82
100 49
50 6
0
Students Employees Businesspersons Others

As per survey conducted

✓ Study was focused on those individuals who know English but do not read English
newspaper.
✓ According to above graph, students and employees were major segments that consist of
approx. 86% of total non-”TOI” readers.

Question No. 2

2) Which news paper are you reading?

1) Sandesh 2) Gujarat Samachar 3) The Indian Express 4) The Hindu 5) Business Standard
6) Ahmadabad Mirror 7) Divya Bhaskar 8) Other (Please Specify):____________________

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TABLE NO.3.2 Showing different Newspapers
The
Newspaper Sandesh D.B. I.E. Hindu B.S. A.M. G. S OTHER
No. of
Readers 73 212 20 10 24 49 117 15
Mean 50 Mode = Divya Bhaskar (212)
GRAPH.NO. 3.2 Showing No. of readers of different newspapers
`
✓ Divya Bhaskar and Gujarat Samachar are the most circulated newspapers; approx 63%
educated individuals are reading those newspapers in Chandigarh.
✓ These two newspapers are read by educated person, who know the English very well, so
this is the big opportunity to extend the market and convince them to read TOI.
✓ Only approx 23% educated people reads English newspapers

No. of Readers
Divya
250 Bhaskar
212
200 Gujarat
Samachar
150
Sandesh 117
100 73
49
50 20 10 24 15
0
Sandesh D.B. I.E. The B.S. A.M. G.S OTHER
Hindu

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Question No. 3

3) How do you feel when you hear the name of “The Times of India”? ( Please tick on any
one of graphics)

[ [[[[[

TABLE NO. 3.3 Showing different attitude

Attitude (Graphical Scale) Good Neutral Bad
No. of respondents whose attitude
towards “TOI” 248 126 26
Percentage of attitude towards
“TOI” 62 32 6
Mean = 80 Mode = Good (248)

GRAPH NO.3.3 Showing attitude of respondents towards “TOI”

Percentage of attitude towards "TOI"

Bad
6%
Good
Neutral
32% Good Neutral

62% Bad

✓ Approx 62% educated respondent who don’t read “The Times of India” but their attitude
towards Times of India is good. This shows “TOI” having good brand or image in the mind
of potential customers.
✓ Approx 32% educated respondent are having neutral attitude towards Times of India. These
respondents read Times of India very hardly. These Guajarati people know English but like
to read Gujarati newspaper. They may not be much aware of the importance of TOI product

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Question No. 4

4) What do you think about quality of information of “The Times of India” as compare to
other English newspapers?
(A) Excellent (B) Good (C) Fair (D) Poor (E) Cannot say

TABLE NO.3.4 Showing scale of quality of information of “TOI”

Cannot
QUALITY Excellent Good Fair Poor say
No. of respondents 121 205 40 6 28
GRAPH
Percentage of Quality of
NO.3.4 information provided by “TOI” 30 51 10 2 7
Showing % Mean = 80 Mode = Good (205)
of quality of
information of “TOI”

Percentage of Quality of information

provided by TOI
Cannot
7% Excellent
Poor 30% Excellent
2%
Good
Good
Fair Fair
10%
51%
Poor
Cannot say

✓ The quality of information provided by the Times of India is good because approx. 30%
respondents said excellent and 51% good. This shows that “The Times of India”
information is too specific and the newspaper is too friendly in nature.
✓ Above mean there are two categories 1.Excellent and 2. Good. So we can say that the most
of people think TOI have quality of information with simple language.

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Question No. 5

5) If you are subscribing any other newspaper then a expert says to purchase “The Times of
India” than extra cost of “The Times of India” will important for you

(A) Very important (B) Fairly important (C) Neutral (D) Not so important (E) Not at all
important

TABLE NO. 3.5 Showing how much extra cost will important for respondents
Very Fairly Not so Not at all
Scale Important important Neutral Important important
No of respondents
who think Importance
of paying Extra cost
of “TOI” over being
Subscribed newspaper 92 98 114 71 25
In % 23 24 29 18 6
Mean = 80 Mode = Neutral (114)

GRAPH NO. 3.5 Showings-

Importance of paying Extra cost of

"TOI" over being Subscribed
Not at newspaper
Not all imp V. Imp.
so Imp. 6%
18%
23% Very Important
Fairly important
Neutral Fairly Imp. Neutral
29% 24% Not so Important
Not at all important

✓ Every educated or non educated family is subscribing English or Guajarati newspaper

(except Times of India); if any person from that family wants to read “TOI” then they have
to pay extra amount for “TOI”. This extra amount is very important for them. Now
according to survey approx 47% respondent said this extra amount is important for them
so they do not read “TOI”.
✓ For approx 24% respondents did not given importance to extra cost of TOI. And they
became agree to subscribe newspaper.
✓ Approx 29% are neutral in paying extra cost. These respondents were first convinced with
importance of TOI and they gave us their address and contact number for subscription but
their parents do not read and write English so they are subscribing non- English newspapers

38
 as they were not able to convince their parents. This is my assumption that this type of
people come in this category.
✓ Question No.6
6) (a) If somebody provide you “The Times of India” at free of cost, than are you going to
read it? why________________________________________
TABLE NO. 3.6.1 Showing effect of providing “TOI” free of cost

National
Free Improve- and Not
of ment in Inform- Good Good International Inter-
Scale Cost Language ation Content Reputation News Ested
percentage
of effect of
providing
“TOI” at
free of cost 57 7.28 13.1 6.79 2.42 1.45 12.13

Mean Approx 60 Mode = Free of cost (57%)

GRAPH 3.6.1 Showing –Percentage of effect of providing TOI at free of cost

Effect of provide TOI at free of cost

National and
International
News
Good Reputation 2% Not
2% Interested
Good Content 12%
7%
Because you
provide
Free of Cost
for getting
Information 57%
13%
Improvement in
Language
7%

✓ According to our survey, approx 57% respondents are ready to read “TOI” newspaper, if
we provide at free of cost, it means that they are aware about it but they don’t want to
subscribe it, maybe they don’t feel worth to its price or may be lack of communication of
times of India.

39
 ✓ 31% respondent are ready to read because they know the benefit of reading times of India
like to improve their English language, to get general knowledge, national and international
news.
✓ Approx 12% respondent are not interested to read newspaper because they are getting the
news from other sources like TV, radio, internet or from the market.

(b) What will be frequency of reading “The Times of India”?

(A) All of the time (B) Very often (C) Often (D) Sometime (E) Hardly ever

TABLE NO. 3.6.2 Frequency of reading “TOI” at free of cost

All of the Very Some Hardly
FREQUENCY time often Often time ever
Frequency of
reading “TOI” 117 117 67 78 21
Mean 80 Mode 117

GRAPH 3.6.2 Showing Frequency of reading newspaper at free of cost

120 117 117

100
78
80 67
60
40
21
20
0
All of the time Very often Often Some thing Hardly ever

All of the time Very often Often Some thing Hardly ever

✓ If we provide “TOI” at free of cost than 234 respondents said that they are going to read
newspaper very often, it means they like this newspaper, want to read it but they might be
thinking that cost of “TOI” newspaper is high.
✓ Mean is 80 which is near to 79, less than 117, it means average people is going read
newspaper very often. There may be gap of communication of value or importance of
“TOI” to target readers.

40
Question No. 7

7) How much reliable information of “The Times of India” is?

(A) Very much (B) Much (C) Neutral (D) Not much (E) Not at all

TABLE NO. 3.7 Showing reliability of Information

Very Not Not at
Category Scale much Much Neutral Much all
No of respondents who
think Reliability of
information of “TOI” 117 164 84 28 7
Mean 80 Mode = Much (164)

GRAPH NO. 3.7 Showing reliability of readers on “TOI” Information

200
164
150
117
100 84

50 28
7
0
Very much Much Neutral Not Much Not at all

Category scale

✓ According to our survey, approx 281 out of 400 respondents rely on information provided
by Times of India, because of following these three reasons
1. Strongest brand in newspaper
2. Not adding “mirch masala” in news by “TOI”.
3. “TOI” takes opinion from readers not vice-a-versa

41
Question No.8

8) Ticks on more than two relevant boxes.

Time constrains to read any (English and Gujarati) newspaper.

More time consumption to read English newspaper (“TOI”)
Not easily available in your area (service/delivery problem )
(mention area____________________________________)
Requirement to read other newspapers………………. Mention name
Prefer to read Gujarati newspapers at your home
TABLE NO.3,8 Showing the problems faced by respondents

Prefer
Gujarati
Time News
Constraints Time Not Read Paper
Category Any Consumption Easily Other At
Scale Newspaper For TOI Available Newspaper Home
No.of
respondent 134 110 45 29 106
IN % 31 28 11 6 24
Mean 85 Mode Time constrains (134)

GRAPH NO.3.8 Showing-

percentage of respondents having

problem to read newspaper

prefer gujarati time

newspaper at constraints
home 24%
required to read
31%
other newspaper
6% not easily time
availeble
11%
consumption
28%

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 ✓ Like metro cities, Chandigarh people do not have time to read newspaper. They update
themselves by Internet, T.V. and radio.
✓ They just watch T.V. channels where channels like “AAJ TAK”, “CNBC” give
information of every half an hour and get news.
✓ Approx 28% respondents have problem of time consumed to read any English newspaper,
their English is not much improved so they get irritated by this and ultimately they switch
over from English to Guajarati newspaper.
✓ In Gujarat state, most of people’s mother tongue is Gujarati and their culture is also
Gujarati, so approx 24% respondents prefer to read Gujarati newspapers at their home.
Educated family is also subscribing one Gujarati newspaper at their home so their family
members are definitely going to read Gujarati newspaper.

Question No. 9
9) Anything you dislike in “The Times of India”.

___________________________________________________

TABLE NO. 3.9 Showing dislike in “TOI” by students

More
Advertise
DISLIKE Nothing Ments Sexy Images Other
Respondents who
dislike in “TOI” 232 56 88 24

In % 58 14 22 6

Mean = 66 Mode Nothing(228)

GRAPH NO.3.9 Showing-

percentage of respodent who dislike in

Other "TOI"
More ad. 6%
14%

nothing
Sexy image Nothing sexy image
22% 58% more ad.
other

43
 ✓ Approx 58% respondents like each and every thing whatever comes in TOI.
✓ But some of them said that they could not subscribe and read it in front of their family
because of sexy images of modals, some said more advertisement.

Question No. 10

10) Problem with understanding the language of “The Times of India”?

A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree

TABLE NO.3.10 Showing respondents who having problem with language of TOI
Strongly Strongly
Scale Agree Agree Uncertain Disagree disagree
No. of respondents have
problem with
understanding language 63 161 72 77 27
In % 16 40 18 19 7
Mean 80 Mode Agree(161)

GRAPH NO. 3.10 Showing-

percentage of respondents have problem

with understanding language
7% S. Agree
Disagree 16%
Strongly Agree
19%
Agree
Uncertain Agree Uncertain
18% 40% Disagree
Strongly disagree

✓ APPROX 56% respondents are agree with problem of understanding language of TOI so
it shows that respondent’s are very weak in understanding English language .
✓ Gujarati people like to read Gujarati newspaper than English newspaper even though they
know English very well.

44
 ✓ They said that they are more comfortable with Gujarati. So they like to read Gujarati
newspaper.

Question No.11

11) Lacking in cover local news that other newspapers cover?

A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree

TABLE NO. 3.11 Showing coverage of local news

Strongly Strongly
Scale Agree Agree Uncertain Disagree disagree
Coverage of
news 59 86 155 84 15
In % 15 21 39 21 4
Mean 80 Mode Uncertain(155)

GRAPH NO. 3.11 Showing local news cover by “TOI”

4%
S. Agree
Disagree 15%
21%
Agree Strongly Agree
21% Agree

Uncertain Uncertain

39% Disagree

Strongly disagree

✓ If we look at graph then we can find that approx 36% respondents agree with that “TOI” is
lacking in covering local news. They like to read local news first than national. They find
more local news in local newspaper like Divya Bhaskar and Gujarat Samachar.
✓ Approx 39% respondents are uncertain about this. It means “TOI” is lacking in covering
local news or people are not aware about it.
✓ Only approx 21% people disagree.

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 ✓ Here mean is 80 and every data except uncertain are close to mean. More value is above
mean that also prove that “TOI” lacking in covering local news.

Question No. 12

12) Do you think “The Times of India” is going to add value to your life?
A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree

TABLE NO.3.12 Showing people who think TOI is going to add value
Strongly Strongly
Scale Agree Agree Uncertain Disagree disagree
No. of People who
think “TOI” going to
add value in their life 79 169 99 32 21
Mean 80 Mode Agree(169)

GRAPH 3.12 Showing -

No.of People who think TOI going to

add value in their life

32 21
Strongly Agree
79
Strongly Agree
Uncertain
99 Agree

Agree Uncertain
169 Disagree

Strongly
disagree

✓ 248 respondents agree with “TOI” going to add value in their life if they read “TOI”. So it
shows TOI’s importance in their life.
✓ They think that by reading TOI their English, life style, status are going to improve.
✓ 99 respondents are uncertain about it.

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 CHAPTER–VI

RECOMMENDATION, CONCLUSION

47
RECOMMENDATION

• Improvement of Services: The first and foremost recommendation that can be suggested
from the findings of the research is the improvement in services. As there are high demand
of the magazines of WWM. The customers now have huge options for selecting a
magazine, as there are so many producers of magazines in different language and increased
usage of internet. Therefore a small problem faced by a customer may lead to losing that
one.
• A better distribution channel: I would also like to recommend that by implementing a
better distribution channel, TOI can increase its market share.
• A better renewal reminder system: A better renewal reminder system can also be
implemented. There is a system of reminder but customers are complaining that they are
not getting the reminder alarm.
• Appointment of new staff: TOI can also improve their services by appointing new staff
as ‘Customer care Executive’ by giving well training so that they will be able to respond
the customers well who have problems. Because currently customers are not well
responded.
• A Hindi version of Femina: There is also a demand from the target group in Dehradun is
a Hindi version of Femina. By doing this they can get readers from others magazines like
Gruhsubha etc.

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CONCLUSION

The summer internship project plays an important role in management education where students
get a golden opportunity to apply his knowledge and learning gained from classroom lectures in
practical business environment. The SIP program also helps in gaining knowledge and developing
the confidence level to work. I have also learnt a lot by my Internship at Times of India Group,
Dehradun . This research has been done to study sales and promotion of magazine in Dehradun
towards Times Group’s magazines. The people in Dehradun still preferring printed contents
despite of technology adaption. In posh areas like Hazratganj, Gomti nagar, Mahanagar etc.
people prefer English magazines rather than Hindi or Gujarati. But maximum areas still prefer to
read a Gujarati or Hindi magazine. There is high demand and high awareness about TOI newspaper
in Dehradun . But less people are aware that TOI has magazines also. And there are some people
who are aware about it but they are not aware about the subscription schemes. They are interested
in subscribing. When they came to know about the schemes, they immediately bought
subscriptions. But still there are some areas where awareness about these magazines is very low.
Customer loyalty towards TOI magazines is very high. Survey shows that only 26% of the
customers don’t renew their subscription. But this is only happening mainly because of service
problems. TOI is not able to provide accurate service to all customers. There are some other
reasons also, but if TOI works on improving services of delivery or customer relationship or
improving the quality of responding towards the customers’ problems with better solutions, than
obviously no reader will leave TOI.

49
 BIBLOGRAPHY

1. Ali S., . “A Study of Consumer Behaviour & Loyalty In Print Media – Challenges & strategic
prescriptions with Special reference to English, Hindi, Marathi News Paper readers-Mumbai”.
ABHINAV. 1 (4), pp.64-70

2. ArcGate . Indian Magazine Market Overview. [ONLINE] Available at:

http://arcgate.com/blog/2010/09/29/indian-magazine-market-overview/.

3. World Wide Media . About Grazia. [ONLINE] Available at: Available at:
http://grazia.co.in/about-us.

4. World Wide Media. BBC Good Homes. [ONLINE]

https://www.facebook.com/goodhomesmagazineindia/info.

5. World Wide Media (). About Lonely Planet. [ONLINE] Available at:
https://www.facebook.com/LonelyPlanetMagazineIndia/info.

6. Times Group . About Hometrends. [ONLINE] Available at:

http://www.timesgroup.com/brands/publishing/magazines/home-trends-english.html

. 7. Times Group . About BBC Knowledge. [ONLINE] Available at:

http://www.timesgroup.com/brands/publishing/magazines/bbc-knowledgeenglish.html

. 8. Ernest & Young . Indian magazine segment: Navigating new growth avenues. [ONLINE]
Available at: http://www.ey.com/IN/en/Industries/Media--- Entertainment/Indian-magazine-
segment.

9. Vital Business Media . Go East, young journalist: India publishing market is hot. [ONLINE]
Available at: http://www.emediavitals.com/content/go-east-youngjournalist-india-publishing-
market-hot.

10. Times Group. About us. [ONLINE] Available at: http://www.timesgroup.com/bccl/about-

us.html.

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 QUESTIONNAIRE

1) What are you doing?

(A) Student (B) Employee (C) Businessman (D) Other please specify....
A) Which news paper are you reading?
1) Sandesh 2) Gujarat Samachar 3) The Indian Express
4) The Hindu 5) Business Standard 6) Ahmadabad Mirror
7) Divya Bhaskar 8) Other (Please Specify):____________________
B) How do you feel when you heard name of “The Times of India”? ( Please tick on any one
of graphics)

C) What do you think about quality of information of “The Times of India” as compare to
other English newspapers?
(B) Excellent (B) Good (C) Fair (D) Poor (E) Cannot say
D) If you are subscribing any other newspaper then a expert says to purchase “The Times of
India” than extra cost of “The Times of India” will be important for you
(A) Very important (B) Fairly important (C) Neutral (D) Not so important (E) Not at all
important
E) If somebody provide you “The Times of India” at free of cost, than are you going to read
it? Why? - ______________________________________
What will be frequency of reading “The Times of India”?
(A) All of the time(B) Very often (C) Often (D) Sometime(E) Hardly ever
F) How much reliable information of “The Times of India”?
(A) Very much (B) Much (C) Neutral (D) Not much (E) Not at all
G) Ticks on more than two relevant boxes.
Time constrains to read any (English and Gujarati) newspaper.
More time consumption to read English newspaper (“TOI”)
Not easily available in your area (service/delivery problem )
(mention area____________________________________)
Requirement to read other newspapers……. (Mention name)
Prefer to read Gujarati newspapers at your home

51
 H) Anything you dislike in “The Times of India”.
_________________________________________________________
Rate “The Times of India” (“TOI”) on these 5 scales.
s. Questions Strongly Agree Uncertain Disagree Strongly
no agree disagree
10 Problem with
understanding the
language of “The
Times of India”.
11 Lacking in cover local
news (any
information fun also)
that other newspapers
cover?
_____________
How much % of that 0-20% 20-40 40-60 60-80 80-100
information “The
Times of India”
cover?
12 Do you think “The
Times of India” is
going to add value to
your life?

52