PROJECT ON BUSINESS LINE

1. Customer Satisfaction and Brand Equity of
Business Line

2. Title of the Presentation
CUSTOMER
SATISFACTION
AND BRAND EQUITY OF
IN KOLKATA
Presented
by
Koushik Singha
(2012-2014)

3. OBJECTIVE OF THE STUDY
 To understand the consumer reading
habits of Business papers.
 To understand the competitive scenario in
the business paper market.
 Although it’s my last project work ,so
whatever I have learned from beginners
to till now I have applied in this research
report .

4. Print media Industry
overview
 To a have pseudo corporate exposure and to get
acquainted with real scenario of corporate world
 Newspaper is primarily segmented into two
categories in India based on language, English
Newspaper and Regional Language Newspaper.
 Financial newspaper is a part of English
newspapers and meant for a selected market
segment.
 Print media in India is having a great threat
because people are more savvy into internet, a
phenomenon which started since IT boom.

5. Growth of Indian print media
industry and marketing
 To a have pseudo corporate exposure and to get acquainted with
real scenario of corporate world

6. Role of newspaper in this
modern life
 To a have pseudo corporate exposure and to get
acquainted with real scenario of corporate world
 The Press or Media is often called as the fourth pillar of a
modern country. Although Internet and TV Channels are
posing a challenge to Newspapers, yet Newspapers still
enjoy a very prominent place in our life. We cannot do
without Newspapers. When we get up early in the
morning, the first things that we want to have is a cup of
tea and our daily newspaper. The newspaper is there, on
our breakfast table, We are want to know what is going on
in the country and outside it. The newspaper gives us all
sorts of news of our own country as well as of other
countries. It has been rightly remarked that the newspaper
is something like a current history.
 Newspapers play a very import role. Like today each
nation is connected with the rest of the world by the ties of
trade and politics. The whole earth has become like a
global village.

7. CONT…….
 To a have pseudo corporate exposure and to get
acquainted with real scenario of corporate world
 Newspapers promote commerce and trade. They have
become a very powerful means of publicity and
advertisement. A businessman can advertise his goods and
services in a newspaper. He can increase his sale. He can
also get information about goods he wants to purchase. In
these days of keen competition newspapers are very
helpful to the businessman.
 Newspapers serve the cause of education and make us fit to
move in a cultured society. The reading of newspapers will
keep us in touch with the modern world and its affairs. In
them there are articles on various subjects. There are
special columns for science and arts. We find very useful
for competitive examinations. The Sunday issue of the
newspaper is very informative and important. In it we find
good articles and interesting stories written by great
writers.

8. Company overview
 To a have pseudo corporate exposure and to get
acquainted with real scenario of corporate world
 The Hindu was founded in Madras on 20
September 1878.
 T. T. Rangachariar, P. V. Rangachariar, D.
Kesava Rao Pantulu and N. Subba Rao Pantulu
were the founders.
 The paper initially printed from Srinidhi Press
but later moved on Scottish Press, then, The
Hindu Press, Mylapore, and finally to the
National Press on Mount Road.

9. ABOUT
 To a have pseudo corporate exposure and to get
acquainted with real scenario of corporate world
 Business Line was introduced in market in 1994
 Business line is a first white business news paper.
 Business Line is published from 17 location
 It Started publishing in Kolkata from 7’Th
October, 2006

10. PRODUCT PROFILE
 To a have pseudo corporate exposure and to get acquainted with
real scenario of corporate worldSunday Corporate/ Economy, Economy,
Commodities, Personal Finance,
Mutual Funds, Stock Insight, Top 500
Stocks, Market Watch, Variety.
Feature:
”Investment
World"
Monday Corporate, Economy, Transport,
Money/ Banking, Editorial, Opinion,
Market Mood, States, Agri- Business,
Emerging, Entrepreneurs, Variety.
Feature:
MENTOR:
“Taxation,
Accountancy”,
Tuesday Companies, Corporate, Economy,
Corporate/ Marketing, Money/ Banking,
Corporate/ Information Technology,
Editorial, Opinion, Market Watch,
Stocks, Derivatives, Logistics,
Commodities, Agri-Business, States,
Variety.
Wednesday Companies, Informational Technology,
Economy, Editorial, Opinion, Money/
banking, Commodities, Agri-Business,
States, Variety
Magazine: “Smart
Buy”

11. CONT….
 To a have pseudo corporate exposure and to get acquainted with
real scenario of corporate world
Thursday Corporate, Economy, Corporate/
Informational Technology, Editorial,
Opinion, Money/ Banking, Market
Watch, Stocks, Stock/ Derivatives,
Logistics, Commodities, Agri-
Business, States, Variety.
Feature: ”Fast
Changing
Scenario”
Friday Companies, Corporate/Marketing,
Economy, Information Technology,
Editorial, Opinion, Money/ Banking,
Market Watch, Stocks, Stocks/
Derivatives, Logistics, Commodities,
Agri-Business, States, Variety.
Supplement:
Weekend Life.
Saturday Corporate, Corporate/ Marketing,
Economy, Corporate/ Informational
Technology, Editorial, Opinion,
Money/ Banking, Market watch,
Stocks, Stocks/ Derivatives, Logistics,
Commodities, Agri-Business, States,
Variety.

12. BRAND EQUITY
 To a have pseudo corporate exposure and to get acquainted with
real scenario of corporate world

13. BRAND ASSET VALUATOR MODEL
 To a have pseudo corporate exposure and to get acquainted with
real scenario of corporate world

14. CONSTRAINTS OF BAV MODEL
 To a have pseudo corporate exposure and to get acquainted with
real scenario of corporate world

15.  To a have pseudo corporate exposure and to get acquainted with
real scenario of corporate world
Differentiation:
 1st white business news paper.
 It’s well researched and in-depth coverage of
business news for every segment’s.
 Every educated peoples can read this not only
Business person / MBA students.
 Paper printed Sunday also.
 It’s has 17th edition. coverage of business news for every
segment’s.
• Easy to read.
• Read not only business/ MBA person’s, Every one can read
this.
• Paper printed Sunday also.
• It has 17th edition.

16. Relevance:
 Easy languages.
 Loyal readers of this daily are mostly
professionals including those in the middle and
upper management rung of industry and also
young readers who are poised to take their place
in future.
 Effort able subscription. with re

17. Esteem:
 It’s regard but not like Economic times.
 It most like management students, some
professionals.
 Although it’s a white business news paper so
it’s feel something difference from other’s. it’s
feel like read general English news papers. So,
more touchy.

18. Knowledge:
 People are more aware this news paper.
 People know as a 1st white business news paper.

19.  Healthy brand, while differentiation have grater than relevance.
Healthy brand, while remaining relevant have greater differentiation than relevance.
D > R
0
10
20
30
40
50
60
70
80
90
100
Differentiation Relevance

20.  Esteem more than knowledge means, “I’d like to get to know you
better.”
Healthy brand, while remaining relevant have greater differentiation than relevance.
E > K
0
10
20
30
40
50
60
70
80
90
100
Esteem Knowledge

21. Competitors
 To a have pseudo corporate exposure and to get acquainted with
real scenario of corporate world

22. Perceptual Mapping
 To a have pseudo corporate exposure and to get acquainted with
real scenario of corporate world
Represent consumer perceptions – in (usually) two
dimensional space so that the manager can readily
see where his own brand is positioned in the mind
of his prospect in relation to other brands.

23. Perceptual Mapping
CONTiNUed…..
 To a have pseudo corporate exposure and to get acquainted with
real scenario of corporate world
Brand Attributes and Benefits.
Where we are – Where we should be

24. Perceptual Mapping
CONTiNUed……
High Price (Daily)
Low Price (Daily)
Good
Circulation
Improper
Circulation
The Economic
Times
Financial
Express Business
Standard
Business
Line
Mint

25. Perceptual Mapping
CONTiNUed…..
High price
(Subscription)
Low price
(Subscription)
News
Content
Good
News
Content
Bad
Business
Line
Mint
The Economic
Times
Business
Standard
Financial
Express

26. MiCHAeL PORTeR’S fiVe fORCeS
MODEL ANALYSIS

27. THREAT OF SUBSTITUTE PRODUCTS
 Mobile Apps:
In today’s scenario, anyone and every one can have a
smart phone. Those smart phone have many application
amongst which there comes an application which facilities
reading online news.
 News channels:
To read news paper is time consuming. A busy man can
listen to news in television while he is a rush for office or
after returning from office if he is interested to look for
current stock market status, then he can see the channels
like CNN IBN with relaxation.
 Seminars:
The product business line is also meant for management
student to acquire knowledge that can help them in the
interview. But if there takes place seminars and lectures to
provide such knowledge then they hardly pay attention to
an e-daily.
 General News paper:
The Times of India and The Telegraph are very famous
news paper in kolkata rather than economic dailies.

28. THREAT OF NEW ENTRANS
 New Publication house:
As print media industry is booming, new
publication house are coming out in plenty. So
they are threats to these news paper house.
 Television channels are entering into publication
visa-versa. A perfect instance can be, Ananda
bazzar patrika horizontally integrated
themselves and went for the news channel ABP
news. Which has already tap the market and the
target audience.

29. BARGANNING POWER OF BUYERS
 For a news paper firm there are two types of
buyers.
1. Readers
2. Buyers who circulate the news paper.
For a news paper company the higher the
readership ratio, the higher actual buyer so these
two are inter-related and inter-dependent.

30. BARGAINING POWER OF SUPPLIERS
 North European countries (like Denmark,
Norway, Sweden, etc) supply raw papers for the
news paper industry in India and many
countries of the world. If there occurs that
suppliers decreases in the ratio of buyers then
that can become the cause of threat from the
suppliers for a news paper firm.

31. THREAT OF RIVALRY
 As mentioned earlier, Business Line has its four
rivalries, The Economic Times, Business
Standards, Financial Express, and Mint. The
Economic Times is the market leader. Business
line comes next and Business Standard is just
succeeding. Business Line has great Threat from
The Economic Times and business Standard.
Actually all the financial dailies are doing well.
So, Business line has threat from all four other
firms.

32. Integrated Management
communication Analysis
 To a have pseudo corporate exposure and to get acquainted with
real scenario of corporate w
 “Business line on campus” Which is meant for
management students only was inaugurated on
3rd of December 2013, was promoted in all
management institutions of Kolkata by given a
free copy of the newspaper amongst the students.
Mr. Bhaskar Ganguly came to our college
(UWSB) to demonstrate about the newspaper, as
well as another colleges also like IEM, ISBM,
BIBS, etc.

33. Service blue print of business line
Physical Evidence Newspaper Office Website Mobile Apps
Customer Action
Buying News
Paper
Reading News
Paper
Visiting Web
site
Operating
Mobile apps
Line of
Interaction
Onstage employee
Contact Person
Asking for
subscription
Responding
Customer
Making customer
involvement
News paper
delivering
Line of Visibility
Backstage employ-
-ee contact
person
News collector
Refreshing website
regularly
Innovating mobile
Reach medium
Line of internal
Interaction
Support processing
Making newspaper
& Editing
Making of the con-
-tent & Marketing
Making content
& finally edit for
Mobile apps

34. Research Methodology
Data collection is the heart of market research. It
is an elaborate process through which the
researcher makes a planned search for all
relevant data required for the assignment.
Data
Primary Data
Observation
Method
Survey Method
Personal Interview
Questionnaire
Secondary Data
Magazines
Internet
Websites

35. Method Adapted
To a have corporate exposure and to get
acquainted with real scenario of corporate world
Data - Primary and Secondary
Data Collection tool – Sampling.
Sample size - 100
Sampling Method – Convenient Sampling
Target Market Segments
Corporate executives
Investors and stock brokers
Entrepreneurs
Bankers
Management students and professors
Chattered accountants and other
professionals
Students

36. Data Analysis and Data
Interpretation
Do you read News Paper?
Yes
No
67%
33%

37. Which type of Newspaper do you
read?
Financial Newspaper
General Newspaper
Both65%
13%
22%

38. Which of the following do you read?
0
5
10
15
20
25
30
35
40
The
Economic
Times
Business
Standard
Business
Line
Financial
Express
Mint
37%
17%
24%
13%
9%

39. The Financial paper that you follow, where you
prefer reading it?
0
10
20
30
40
In Office
At Home
Through Internet
Other
13%
37%
11%
40%

40. Have you read Business line at least once?
0
10
20
30
40
50
60
Yes
No
41% 59%

41. Have you subscribed to this paper?
Yes
No
68%
32%

42. Why do you prefer this paper over others?
Because of news
Because of brand
equity
Because of brand
loyalty
17%
44%
39%

43. Why you will subscribe to this paper?
0 5 10 15 20 25 30 35 40 45
Good discount on price
Good gifts
Better Content
22%
36%
44%

44. Where did you read Business Line?
55%
30%
15%
In office Through internet other's

45. Limitations
My geographical area of working was
limited. I was asked to work only in Kolkata
and my home town canning town.(south
24pgs,).
Time was limited. If I would have got some
more time I could have got few more
information.

46. Findings
People are less interested to news papers as
because they don’t have time and they wish to
have more entertainment within small span of
time which newspaper does not provide.
A vast number of readers prefer general news
more than financial news.
The Economic Times is the leading financial
daily in the Country.
As people have very less time, so maximum
number of people read newspaper at either office
or through internet.
Readers of Business Line prefer the news
paper, as they like the news content and also “The
Hindu” is a renowned brand.

47. Recommendations
To maintain the goodwill and the heritage of The
Hindu, the firm should focus over the promotional
activity of the product Business Line.
The questionnaire survey suggests that readers
prefer other news papers in spite of higher prices.
That means news content should be improved
much more.
Circulation of the news paper should be taken
care of because sometimes negative feedback from
the customers has been received regarding the
same.
The company should take an initiative to take a
feedback of the product of those readers who are
already subscribed.

48.  As consumers are very much gift savvy, so
company should offer gift vouchers in festivals to
attract customers.
Should do proper positioning of the product.

49. conclusion
• I had my dissertation report for a month regarding business
line newspaper. My topic was “customer Satisfaction and
Brand Equity of Business line Newspaper”. I was collect
many information of business line newspaper. I was collect
information from customer, some student’s some
professional’s etc about business line as a brand, I also found
out that there were people who follow general newspapers
and don’t even know about financial dailies. Thus The
Hindu should be make a strong marketing strategy. They
should promote Business Line in such a way that it reach out
to a wide range of customers. Once the customer know about
the benefits offered by Business Line, they will surely
subscribed it and Business line would become a power brand
in the field of financial dailies. Now it is a aspiring
brand, because so many people like it.

51. http://www.unitedworld.edu.in/
Campus
Ahmedabad Campus: Karnavati Knowledge
Village, A/907,Uvarsad, S.G.Highway, Gandhinagar
Kolkata Campus: Infinity Benchmark Tower 10th
Floor, Plot - G1, Block - EP& GP, Sec - V, Salt Lake, Kolkata.
Reg. Office: 407, Zodiac Square, 4th Floor Opp.
Gurudwara, S.G. Road, Bodakdev, Ahmedabad.