Market Analysis And Reading Criteria of Indian

Express Newspaper

By:

Vijay Bhatti

What Are The Need For Market Analysis ?

Because of MA company can get the current position of its product.

With the help of MA they can know products Strengths & weaknesses.

MA helps to make a comparative study of substitute products available in market.

With the help of MA they can know Brand Image of the product.

Company Profile

The Indian Express was established in Chennai in 1932 by Ramnath Goenka

At that time the main objective was to support Independent activities

Now company have 12 publications, 30 editions, 6 major languages, 6 million readers, over 5000 agents, 34 offices across the country & staff of over 600 ME’s

The Indian Express-The Sunday Express, Loksatta, Jansatta, The Financial Express, Lokprabha, Screen, Express India, Technology, Express Pharma are the various products of the Indian Express group

It is published from Ahmedabad, Chandigarh, Delhi, Jammu, Kolkata, Lucknow, Mumbai, New York (weekly), Pune, and Vadodara.

Name of the main persons at different position

Editor in Chief : Shekhar Guptabranch Manager (a' bad) : Prashant Raman Nair

Production Head : Digamber Raika

Distribution Channel of IE

Production Department

Distributor

Center

Agent

Vendor Stalls

End Customer

Research Methodology

Main Objectives

Market analysis and to know the reading criteria for Indian Express newspaper

Checking awareness of Indian Express in the Rajkot city

Sub Objectives

To study general reading criteria To find out the awareness of newspaper Search market for the IE among Gujarati readers Launching of Sunday Express i.e. weekly

newspaper

Departments of Indian Express

Circulation Department Space Department Editorial Department Paste Department System Department Production Department

Research Design

Research design is the master plan or model for the conduct of formal investigation and survey

Prepared a questionnaire for the collection of data

Sample size: 100 Area of survey: Rajkot city Objective: To find out reading preferences of

newspaper readers Time duration: 30 days

Readership Survey Table And Chart

Newspapers Readership No. Indian Express 9

Financial Express 2

Times Of India 14

Economics Times 2

Business standard 4

Gujarat Samachar 32

Sandesh 23

Divya Bhaskar 14

Patrika 0

Survey Chart

0

5

10

15

20

25

30

35

Readership No.

Indian Express

Financial Express

Times Of India

Economics Times

Business standard

Gujarat Samachar

Sandesh

Divya Bhaskar

Patrika

Fragmentation of Market Share

15%

40%

26%

10% 9%

financial express

economic times

business standard

business line

others

Questionnaire Analysis

Gender : Male/ Female

No. of respondents

Male 76Female 24

Male

Female

Do you read the newspaper regularly?Yes/No

Yes 96No 04

Yes

No

On the basis of which parameters you select the newspapers?

Reliability of News 25 corporate News08

Availability 11 Price15

Brand Name 04 Share Market10

Sports News 08 Supplements 10

Entertainment 07 Case Studies 02

Reliability

Availability

Brand Name

Sports News

Entertainment

Corporate

Price

Share Market

Supplement

Case Studies

Where do you prefer to read the newspaper?

At Home 85At Office 12At library03

Yes

No

In which media do you believe the most?

Newspaper 55

News Channels25

Both 20

Yes

No

Limitations of the study

The respondents may not have given correct answer due to personal bias.

Because of time constraint, the number of respondents of survey was kept 100 which might not be enough for the study

The research was limited to Rajkot city only so there is limitation of area for an approximate analysis

Suggestions

1. Expand the sales by institutional selling in as schools and colleges.

2. Increase the level of advertisement through hoardings, T.V. advertisement.

3. Give the ‘Appointments and Requirements’ section in Sunday Express.

4. They can do product enhancement by adding new weekly supplements for Company news and for political news only.

5. Social and political news can be main factors for enhancing sales. So, promotional strategy should more focus on Providing Local and political news.

6. Finding shows that 51% are satisfied with their current newspaper, so there should be some increment in their satisfaction level by providing some good news content.

7. Newspaper Company should organize events, increase distribution points, put hoardings and banners to create awareness because to win heart you have to go through mind.

SWOT analysis of Indian Express

StrengthsStrengths

•Qualitative content.•Detailed analysis.•An unmatched editorial team, seasoned professionals & stimulating set of columnist.•Recognized and respected by leaders and industry leaders

WeaknessesWeaknesses

•Lack of proper awareness..•A narrow market segment•A third party publication, so lesser control over publication process.

OpportunitiesOpportunities

• Very growing market of financial.

• Untapped market, so greater

• market opportunities.

ThreatsThreats

• Market increasing satellite

penetration and growing for dependence on television news.

• Easy accessibility of news

through substitute like T.V., Radio etc.

• Growing competition through new entrants.