MARKET ANALYSIS & CREATION OF READERSHIP FOR THE PRODUCT OF BCCL

NEED OF STUDY
To find out which newspaper the customer mostly

preferred. To also find out that which news they mostly preferred. Attitude towards The Times of India newspaper Are the readers are regularly reading the newspapers

OBJECIVES
Objective of the study to know the readership behavior

of the readers To know which newspapers they read. To know which kinds of news they preferred. Those who are not the readers of times of India can be converted into the readers of the times of India Those readers who changes their newspapers after certain duration ,that can be converted into a regular and the constant readers of the times of India.

DATA ANALYSIS (sample size 30)

Period of reading different newspaper.

13% 27%

less than 6 months 6 months to 1 year 24% 1 to 2 year 2year to 3 year 3 years or more

19%

17%

Different kinds of newspaper read by the readers in Kolkata

Column1

13%

17%

43%

The times of india the telegraph the stateman hindustan times

27%

LIMITATIONS
TIME CONSTRANT
GEOGRAPHICAL BARRIER RESPONDENT REFUSAL OF BIAS

SAMPLE LIMITATIONS

CONCLUSION
The Times of India helps to evaluate the performance

and standing in the English daily Newspaper market at Kolkata city. Times of India captures the 1st position in English daily newspaper on the readership dimension at Kolkata city The customers are satisfied with the performance of The Times of India.

Finding convertibility of readers through telecalling for economics times subscription

BACKGROUND: A data of 400 English newspaper readers provided to me, who are not reading the economics times. I have to make phone calls to these readers and persuade them for buying a subscription of economics times, By telling them about the schemes and the importance of reading business newspaper. If they get convinced, we will send our sales persons to their concern addresses for the booking.

PROCESS: I had to make calls on the data provided for the generation of leads. After greetings I had to start the calls by asking certain relation making queries like i. Are they getting the news paper every day ii. Getting on time iii. Facing any kind of problems regarding vendors, coupons etc.

 Then I will enquire about which business newspaper

they getting If they are not reading The Economic Times ,then we will tell about the features and importance of reading economics times and the offers which we are providing to the readers. Common convincing features are the section of ET like Political Theatre, Personal Finance, Brand Equity, Stocks related info, Government Policies, etc.

 The cover price of ET is Rs.3/- from Mon-Fri and if they

subscribe for one year then they have to pay a cheque of Rs.399/= and they will get the economics times from mon-fri for one year (a saving of 48% approx). If the readers get persuade totally we will send our sales persons to the concern addresses after taking the appointment from them. I also had to find out what led a customer to decide for taking the subscription. the customers those who dont want to get economics times ,we want to know why they dont want business newspaper.

Result got through telecalling

240 readers where not interested.
68 readers where interested, but they need time to

think when they will be subscribing. 56 readers wants the subscription of economics times. 36 readers reading some other business newspapers.

Result:

convertibitilty to ET
9%

14% NOT INTRESTED THEY WILL THINK ABOUT IT WANTS ECONOMICS TIMES OTHERS NEWS PAPERS 17% 60%

Readers opinions
By telecalling we get different kinds of readers opinions A. OPINIONS OF READERS THOSE WHO WANTS THE E.T : Financial planning. Business purposes. Getting awareness of business world. For stocks and shares. For study purpose. For reading the the editorial of business . Business suggestions by experts.

Opinions of the readers who want E.T

Opinions of the readers Financial planning Business purpose For awareness of business world For stock and shares Study purpose For editorials Business suggestion by experts Number of readers 9 19 6 21 6 4 3

25

financial planning business purpose awareness of business world for stock and shares

20

15

10

study purpose
5 for editorials for bisiness suggetions

B. OPINIONS OF READERS THOSE WHO DONT WANTS THE E.T: Not required. No time for reading it. Business news which we getting from times of India is sufficient. Business updates I m getting from televisions. At present not interested. Getting others newspaper Some readers are very busy they dont have enough time to talk to telecaller. We dont read business newspaper

Opinions of the readers those who dont want E.T

Opinions of readers Not required No time to more newspaper TOI is sufficient for business news Business news getting from television At present not interested Getting others newspapers No time to talk to our tell caller Dont read business newspapers Number of readers 88 33 11 14 31 27 9 27

100 90 80 70 60 50 40 30

not required no time to read TOI is sufficent news frm tv not intrsted at prsnt

others newspaper
readers wr busy dont read business newspapers

20
10 0

Conclusions
By telecalling we get to know about the readers mind.
They can be converted from non E.T reader to E.T

readers.

THANK YOU