A study on education sectorIn Print Media (broadsheet)

Mumbai Market

DAILY NEWS & ANALYSIS

Submitted by: Submitted to :

Neeraj kumar priyadarshi

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DECLARATION

I, Neeraj Kumar Priyadarshi Son of Shri.S.Pandey

here by declare that the project entitled “A Study on Education Sector in

Print Media (broadsheet)” which is being submitted in partial fulfillment of

the requirements for the awards of degree of PGDM from the Accurate

Institute Of Management & Technology is an own record carried out by

me under the supervision of Ms. Nupur Sahay, Project Head and Territory

Sales Manager, (DNA, New Delhi). The matter embodied in this project

has not been submitted so far for the award of any degree or diploma.

Neeraj Kumar Priyadarshi Course: PGDM

College: Accurate Institute of Management & Technology Greater Noida (U.P)

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ABSTRACT

Project TitleA study on education sector in print media (broadsheet)

Project Description

This project is a combination of research and analysis of various data which were being gathered by meeting and telephonic conversation with education clients in order to fulfill the objective of the project. The meetings were scheduled by taking prior appointment with Directors or Concern Person handling Media planning and advertisement for the Institutes/ Organization. The various figures depicted in the project have been taken for Adex and IRS survey Round 1, 2009.

This project analyses the various proceeding and role of Education category in advertising with print media (broadsheet) in Mumbai market and how they are involved in decision making for their plans related to their target group. The education category which include combination of various clients like Management Institutes, School/Universities, World Schools, Coaching Centers, Vocational Institutes etc. It’s an attempt to analyze DNA client base of Education segment of Mumbai Market into two categories of 80 percent and 20 percent by applying Pareto Distribution Module

This project fulfills the objective and portrays an image of the impact of clients in education category in Mumbai market in regard to print media advertising. It help us to understand the behavioral aspect of clients in relation to Mumbai Market.

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Acknowledgement

I wish to express my heartiest thanks to Accurate Institute of Management &

Technology Greater Noida (U.P.) AIMT for providing me such an opportunity to get

training in this esteemed organization. I would like to express deep sense of gratitude to

all those who help me through out the duration of project. In particulars, AIMT is the

main source of inspirations for me.

I would like to offer my heartiest thanks to Ms. Shakshi Gupta, Department of

Admission, AIMT whose valuable efforts gave me this opportunity. I express my sincere

thanks towards Mr. Vinay Jha, Internal Project Guide, and AIMT for providing me all

sort of help as and when required.

I wish to express my deep sense of gratitude to Ms. Nupur Sahay, Territory Sales

Manager, DNA whose step-by-step direction helps me to go into the depth of industry.

Her calm behavior encouraged me to do my work sincerely.

Words are inadequate in offering my thanks to Mr. Anurag Bhatnagar, Senior

Manager, DNA for his valuable support whenever it was needed. My heartfelt thank to

Mr. Nishant Rastogi, Executive DNA, Mrs. Sunita Sinha, Marketing Manager for their

expert guidance during testing stages.

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Table of content

Project Page 1

Declaration 2

Abstract 3

Acknowledgement 4

List of Abbreviation 6

Objective 7

Mumbai Print Media 8-13

Company Profile 14-17

Education Segment 18-22

Methodology 23 Pareto Distribution Module 24

Analysis and Findings 25-32

Conclusion 33

Achievement 34

Bibliography 35

Enclosures

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List of abbreviation

Sl. no ABBREVIATION FULL NAME

1 DNA Daily News & Analysis

2 TOI The Times of India

3 HT Hindustan Times

4 MUM Mumbai

5 IRS Indian Readership Survey

6 CAGR Compound Annual Growth Rate

7 MRUC Media Research User’s Council

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Objective

1) Understand the reasons for low volume base of 20% clients in Education Category.

2) Exposure of Brand DNA in 20% market base.

3) Establish Client’s connect with brand DNA.

4) Conversion of non-advertiser in DNA.

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Mumbai Print Market

Market scenario

Overall Ad spends of Mumbai market in print has been growing. It explains the expansion plans of various publication groups into the city. The Mumbai market is critical as it contributes 16 per cent of the total newspaper ad revenue of Rs. 48 billion, implying that it makes complete business sense to have a full fledged edition in the city. Delhi is marginally higher at about 26per cent in terms of total print spends, which explains why for a paper such as The Times of India, the two big revenue centers are Mumbai and Delhi .

Rate per sqcm in Mumbai edition of The Times of India is Rs 4300/-. The Hindustan Times, on the other hand, stands at Rs and Mid-Day rates are Rs.800 Respectively. Sometimes numbers tell a comprehensive story.

The year 2005 was the landmark year in the history of newspaper, specially the Mumbai market .During this year the city of Mumbai turned into battlefield .Three major newspaper were launched in the city .For long the Hindustan Times was eyeing this market to enter and they launched their Mumbai edition of HT on 14th July 2005.Another group, which came into existence this year, was a product of Zee and Bhaskar by the name of DNA (Daily News & Analysis) which was launched on 30 th July 2005. The historic grounds of The Times of India were set to witness a change in scenario .This made 160 years old group to launch a new newspaper to counter the new entrants, as an old strategy of The Times of India. On 30th May 2005 Mumbai Mirror was launched. No logic or study went behind the launch of Mumbai Mirror. The paper was launched in tabloid size, which was not what new entrants were coming with. The strategy of TOI bombed. The Hindustan Times was launched on 14th July ’05 .The edition was more or less on the same lines of its Delhi edition ( as expected by the trade ).The major blow came with the launch of the DNA (30 th July’05)as it was heavily guarded prior to its launch .Market was unaware about its detail . TOI had thought it to be tabloid form (reason for the launch of Mumbai Mirror) but DNA was launched in broadsheet format with many sections to cater to different readers.

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Competition

Mumbai market is divided mainly into two types of newspaper i.e.

1) Broadsheet2) Tabloid

Broadsheet is the largest of the various newspaper formats and is characterized by long vertical pages (typically 22 inches or more). The term derives from types of popular prints usually just of a single sheet, sold on the streets and containing various types of matter, from ballads to political satire. English Newspapers present in the market are namely The Times of India, Hindustan Times, Daily News & Analysis (DNA), The New Indian Express etc.

A Tabloid is an industry term which refers to a compact newspaper format and is characterized by per page dimensions of 17 by 11 inches (430 mm × 280 mm), it’s a form of newspaper that focuses on local-interest stories and entertainment, often distributed through stand sales or traffic signal sale. As the term "tabloid" has become synonymous with convenient form of newspapers but the higher standard of journalism refer to themselves as "compact" newspapers instead.E.g. - Mumbai Mirror, Mid Day etc.

Some of the major players in English Newspaper are as follows:-

Rank Newspaper IRS 2008 ROUND 1 IRS 2009 ROUND 1

1 The Times of India 136.41 133.32

2 Hindustan Times 63.46 63.47

3 The Hindu 55.51 52.76

4 The Telegraph 30.38 29.70

5 Deccan Chronicle 30.28 28.23

6 The Economic Times 20.11 20.06

7 Mid-Day 17.64 15.83

8 The New Indian Express 19.77 15.66

9 Mumbai Mirror 15.91 15.57

10 Daily News & Analysis 13.11 14.89

(All figures are in lakhs)

(Source –IRS-2009 R1)

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Industry Standard / Governing Bodies

Print Industry is mainly governed by the figures of Indian Readership Survey (IRS) and Audit Bureau of Circulation (ABC). IRS and ABC conduct several researches and survey which is circulates the prevailing atmosphere inside the industry.

Audit Bureau of Circulations (ABC)Audit Bureau of Circulations (ABC) is one of the several organizations operating in different parts of the world.

ABC as it is called and understood by all is a founder member of the International Federation of Audit Bureau of Circulations. The main function of ABC is to evolve, lay down a standard and uniform procedure by which a member publisher shall compute its net paid sales. The circulation figure so arrived at is checked and certified by a firm of Chartered Accountants which are approved by the Bureau. The Bureau issues ABC certificates every six months to those publishers whose circulation figures confirm to the rules and regulations as set out by the Bureau.

An Advertiser would like to know the facts and figures before investing his money in advertising. An Advertiser ought to know how many people buy a publication and in which area. The ABC gives all these vital facts every six months. The ABC figures are not the outcome of opinions, claims or guesswork, but they are the result of rigid, in-depth and impartial audits of paid circulations of member publications by independent and leading firms of Chartered Accountants working in accordance with the rules / procedures prescribed by the Bureau.

Indian Readership Survey (IRS) Indian Readership Survey or IRS is one of the largest readership survey conducted in India. Conducted by Hansa Research for Media Research User's Council (MRUC), IRS covers readership for newspapers, internet usage, and television veiwership.Established in 1995 IRS data is widely used by media planners for finalizing the media strategy. Besides giving the readership habits, IRS also provides valuable insights into the consumption habits of the Indian consumer.

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Overview of Print media

Volume growth of print advertising during Quater1 ‘09

During the 1st quarter of 2009, the Print advertising has seen a drop of 3%, compared to the same period in 2008.

Share of sectors in print media advertising during Jan-Mar’09

Top 10 sectors contributed for 58% share of overall Print ad volumes during Q1

'09.'Education','Services' and 'Banking/Finance/Investment' occupied the top 3 ranks in the Top 10 Sectors list of Print.

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Contribution of top categories in print advertising during Q1 ‘09

Share of Top 10 categories aggregates to 47% of overall Print ad volumes during the 1st quarter of 2009. Top 3 categories in Print were 'Social Advertisements', 'Educational Institutions' and 'Cars/Jeeps'.2 of the Top 10 categories were from ‘Auto’ sector.

Growing categories in print During Q1’09 compared to Q1’09

Among all the categories advertised in Print, ‘Sanitary Napkins’ had recorded maximum growth in its ad volumes, followed

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by ‘Milk Powder/Condensed Milk’ and ‘Breath Fresheners’ during Q1 '09 compared to Q1 '08

Key Advertisers in print during Q1’09 and its Ranking in Q1’08

Top 10 Advertisers list in Print was a mix of 3 advertisers each of 'Auto' sector and 'Government' departments in Q1 '09.Compared to Q1 ’08, 2 of the Top 10 advertisers had positive shift in its rank, to be among the Top 10 advertisers list of Q1 '09 viz. ‘Government of India’ and ‘Ministry of

Health & Family Welfare”.

.

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Company Profile

Diligent Media Corporation (DNA) Diligent Media Corporation Ltd., which owns DNA (Daily News & Analysis), is a joint venture between two industry majors – The Dainik Bhaskar Group and The Zee Group. With a reach of more than 120 countries and access to more than 250 million viewers globally, Zee TV has created strong brand equity and is the largest media franchise serving the South Asian Diasporas with presence in major global markets, including Asia-Pacific, the Middle East, the UK, the US, Canada, the Caribbean and Africa. The Group has transformed itself into an integrated media conglomerate with operations spanning the entire media spectrum.

The Dainik Bhaskar Group has soared to the top of the print media industry in India with its flagship Hindi daily, Dainik Bhaskar (India’s No. 1 Daily Hindi Newspaper), and the Gujarati frontrunner, Divya Bhaskar. While Dainik Bhaskar has a big presence in Madhya Pradesh, Rajasthan, Punjab, Haryana, Himachal Pradesh, Chhattisgarh and Uttar Pradesh, Divya Bhaskar is the largest circulated regional daily in Gujarat.

Targeted at young readers, DNA is the voice and soul of Mumbai. Through news, views, analysis and interactivity, DNA provides readers with a composite picture of Mumbai and the world. Its interactive platforms seek to bring the reader and surfer at the centre of its news activity.

Board of director: the board has equal representation from Bhaskar and Zee Group

Board of director from Bhaskar GroupShri.Ramesh Chandra Agarwal (Chairman) Shri.Sudhir Agarwal (Managing Director)Shri.Girish Agarwal (Director) Shri.Pawan Agarwal (Director)Shri. Niten Malhan (Director) Shri. Ajay Piramal(Director)Shri. Piyush Pandey (Director) Shri K.C. Chowdhary (Director)Shri. Ashwani Kumar B. Singhal (Director) Shri. Harish Bijoor (Director)

Board of director from Zee groupShri.Himanshu Mody Shri.Subhash ChandraShri. B.K Syngal Shri. N C JainShri. Punit Goenka Shri Ashok KurienShri. R. Vaidyanathan

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Design & Format

DNA is a morning broadsheet daily. It’s the first daily newspaper in India to introduce an all-color page format.

The paper is sect ionized on the basis of coverage. The main section includes interactive Speak Up page, City, Nation, World news pages and technology page (I Know).

The other sections include Money, Sports and After Hours. DNA Money is a section on Business & Economy. After Hours is a 10 page section with news from Hollywood, Art & Fashion, and other such topics

In Mumbai edition there are three zone-targeted supplements for Thane, West Coast and Navi Mumbai

Two magazines - a women's magazine called Me, and a children's magazine called YA! Young Adults completes the repertoire

Market Presence & Circulation Numbers

DNA is now a 5-edition paper, with its presence in Mumbai, Bangalore, Pune, Ahmedabad and Jaipur with total circulation of 9.52 Lacs & a reader base of 18.5 Lacs. The youngest in DNA bouquet is its Bangalore edition launched on 14 th December’08 (Launch circulation: 1.75 Lacs).

Source: Internal MIS

Product Mix

Main : 18 pages general newsMoney : 8 pager pink paper on business (except Sunday)After Hrs : 8 pages of entertainment

Other SupplementsWest Coast, Thane, Navi Mumbai

Standalone Brands from DNA Me: Women’s Magazine (monthly)Ya!: Weekly on Young Adults

Edition Circulation PositionMumbai 429621 No.2Bangalore 185000 No.2Gujarat 170000 No.1Pune 112000 No.2Jaipur 68000 No.1

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Sections of DNA

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Education Segment (Advertising Perspective)

Highlights:

• 14% rise in Print advertising of Education sector during Jan - May '08 compared to same period in 2007.

• ‘Educational Institutions' garnered a high share of 67% in Print during Jan - May '08.

• Tamil Nadu leads in advertising of Education sector in Print during Jan - May '08.• ‘Planman Consultant India Pvt Ltd' was the number one advertiser of Education sector in Print during Jan - May '08.

Volume Growth of Education sector in Print during Jan-May'08

During Jan - May '08, advertising of Education sector saw a growth of 14% in Print compared to Jan - May '07.

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Share of Sub Categories of Education sector in Print during Jan-May’08

‘Educational Institutions' had max. share (i.e. 67%) of overall Education sector ad pie in Print followed by 'Coaching Centre/Competitive Exam' and 'Computer Education' with 15% and 10% share respectively.

Volume Growth of Sub Categories of Education sector in Print

Among the Sub Categories of Education sector, max. advertising growth of 46% was registered under 'Computer Education' in Print followed by 'BPO/Call Centre' and 'Vocational Training Institute' with 40% and 32% share respectively during Jan - May '08 compared to Jan - May '07.

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Top advertiser of Education sector in Print

‘Planman Consultant India Pvt Ltd', 'Vellore Institute of Technology' and 'SRM University' were the top 3 key advertisers of Education sector in Print during Jan - May'08.

Top States in advertising of Education sector in Print during Jan-May'08

• During Jan - May '08, Tamil Nadu, Andhra Pradesh and Uttar Pradesh were the Top 3 states in advertising of Education sector in Print.• Top 5 states accounted for 57% of overall Education sector advertising in Print during Jan - May '08.

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Education sector advertising in Newspapers (Metro, Non Metro and Mini Metro Cities)

During Jan - May '08, Non Metro Newspapers had the highest share of • Print advertising of Education sector i.e. 63% followed by 'Metro' and 'Mini Metro' Newspapers with 24% and 13% share respectively.

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Major Clients in Education category for DNA

The major clients are those who contribute 80 Percent of market share in Advertising with DNA in Education sector. They are as follows:-

S No. CLIENT NAME1 IIPM - INDIAN INST. OF PLANNING & MGMT.2 NIIT LTD.3 FIITJEE PVT. LTD.4 AAKASH INSTITUTE5 WIGAN & LEIGH COLLEGE (I) LTD.6 AMITY UNIVERSITY7 INDIRA GANDHI NATIONAL OPEN UNIVERSITY8 TCA AVIATION ACADEMY9 AMITY GROUP10 FRAME WORK LTD.

These are the major contributor of advertisement in the Mumbai Market like IIPM, NIIT Ltd, FIIT JEE Pvt Ltd are doing business of 17602,4821,12769 sqcm respectively.

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08-09 DNA

IIPM - INDIAN INST. OF PLANNING & MGMT.

NIIT LTD.

FIITJEE PVT. LTD.

AAKASH INSTITUTE

WIGAN & LEIGH COLLEGE (I) LTD.

AMITY UNIVERSITY

INDIRA GANDHI NATIONAL OPENUNIVERSITY

TCA AVIATION ACADEMY

AMITY GROUP

FRAME WORK LTD.

Methodology

1) The project was conducted on Pareto Distribution Model.

2) Education category in Mumbai print market was distributed on the basis of 80%-20% market share.

3) Project is focused on 20% Market share client base.

4) The clients taken were based on the market volume sharing among 5 major English newspapers in Mumbai. Namely: DNA, TOI, HT, Mid Day and Mumbai Mirror.

5) Telephonic and across the table mode of communication was the route to target these potential client.

6) Potential client were exposed to brand DNA on its strength and presence.

7) Connect and establishing relevance to advertise in DNA was the focus of meeting.

8) Prospective client / Agency were met repeatedly for the closure of sale.

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Research is based on Pareto Distribution module

What does Pareto Analysis mean?

Pareto analysis is based on the principle that 80% of problems find their roots in 20% of causes. That principle was established by Vilfredo Pareto, a 19th century Italian economist who discovered that 80% of the land in Italy was owned by only 20% of the population. Later empirical evidence showed that the 20/80 ratio was determined to have a universal application.

80% of the wealth is in the hands of 20% of the people 20% of customers account for 80% of a business

When applied to management, the Pareto rule becomes an invaluable tool. In the case of a problem solving for instance, the objective should be to find and eliminate the circumstances that make the 20% "vital few" possible so that 80% of the problems are eliminated. It is worthy to note that Pareto Analysis is a better tool to detects and eliminate sources of problems when the those sources are independent variables.

When to Use a Pareto Chart When analyzing data about the frequency of problems or causes in a process. When there are many problems or causes and you want to focus on the most significant. When analyzing broad causes by looking at their specific components. When communicating with others about your data.

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Analysis As per our project we have worked on the 20% market base client in education sector which comprises of institutes / organization who have advertised in DNA in the past or are non advertiser with DNA

To be specific we worked on the 20% market base client of education sector on 2008-2009 financial years. Our objective of the project was

1) Exposure of Brand DNA in 20% market base. 2) Establish client’s connect with brand DNA. 3) Conversion of non advertiser into advertiser

The response is divided into following category:-

ReasonNumbers of

Clients% Share

Mumbai is not their Priority market 152 57%

Budget Constrain 32 12%Leading newspaper advertiser 39 15%Response issue 3 1%Participating with DNA 39 15%New Clients 0 0%Total 265  

The pie chart reflects the reasons of the client regarding the brand DNA. This shows the responses given by clients at the time of meeting and telephonic conversation. As we can see that the total number of clients in 20 % market base is 265 and out of that the major reason for not advertising with DNA lies in category i.e. Mumbai is not there priority market which implies total of 152 and the comprises 57% . Rests of all are divided into the various categories simultaneously.

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Education Base - 20%, Total Number of Clients - 265

Mumbai is not their Priority market Budget Constrain

Leading newspaper advertiser Response issue

Participating with DNA New Clients

Overview of responses on the basis Market Volume of 20% client

The various clients under this category A, B, C, D, E and F have been segregated on the basis of Market Volume .The total market volume 2008-2009 is 94636 sq. cms. Out of this client falling in A category has the maximum Volume contribution i.e. 46392 sq. cms and the client falling in category D is the lowest i.e.3099 sq. scm.

On the basis of Market volume of the 20% Clients

Reason Volume of These Clients % ShareMumbai is not their Priority market (A) 46392 49%

Budget Constrain (B) 7674 8%Leading newspaper advertiser (C) 22904 24%Response issue (D) 3099 3%New Clients (E) 0 0Participating with DNA (F) 14567 16%Total 94636

Volume in sq. cms

Volume of These Clients

46392

7674

22904

3099

0

14567

94636

Mumbai is not theirPriority market (A)

Budget Constrain (B)

Leading newspaperadvertiser ©

Response issue (D)

New Clients (E)

Participating with DNA(F)

Total

Volume in sq. cms

This is the segregation on the basis of Market Volume of the following client who falls into the various reason categories.

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Explanation for reason of the low volume of 20% client

A-Mumbai is not their priority market

Volume of These Clients

0100002000030000400005000060000700008000090000

100000

Mumbai is not theirPriority market (A)

Total

Volume of These Clients

“A” grade is highest among the client as their market volume is 46392 sq. cms out of total market volume i.e. 94636 and 49% is market share.

Following are the reason for this highest contribution:

1. Reputation & Positioning These clients / Institutes does not have All India Institutional stature, hence popularity among students in very low.Their reputation or positioning falls under the category of B++, B+, C among the education institute as a result they do not attract the target group.

Example:1. Hierank Business School2. Heritage Inst. of Hotel & Tourism.3. Inst of Finance Banking & Insurance 4. RNIS college of Management

More of North & East centric institute presence, as a result more known in the areas adjoining Delhi, U.P. & Bihar

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2. Presence of only One Branch:

This category entails clients / Institutes who have only one educational centre.

Example:1. Fairfeild Inst of Management & Technology.2. EPOS School of Health

As we know if an organization, having branches all over India than it may able to create a market for itself from each and every part of India. Like AMITY, IGNOU, IIPM, ICFAI.These institutes have market all over the country, as students can apply to the nearest branch / centre of the institution.

3. Short Term Courses (Technical Courses)

Many clients in this category provide short term courses.

Example:1. Princeton Review (Manya Group)-this client preparing entrance exam for study abroad GMAT, it is of one or one and half year courses.2. Inst of Computer & Finance Executive – this institute provide courses on financial Planning, Financial product, Insurance & Risk Management

As we know these courses are shot term and part time. Coming from Mumbai for a short term course does not make sense for students.

B- Budget Constrains

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Volume of These Clients

0100002000030000400005000060000700008000090000

100000

Budget Constrain(B)

Total

Volume of These Clients

In this category market volume is 7649 sq. cms and their market share is 8%.

Reason for falling under this category.

1. Small Scale Client-

Under this category there are many clients who have small budget and they do not have enough money to spend in print advertisement rather they prefer Direct Marketing or advertise in a low cost medium.

Example1. Certified Financial Planner 2. Jewellery Design & Technology Institute

2. Economic Pressure –

Due to slowdown in economy, education sector was also affected .Which in term leads to shortfall in their budget for this year.

Example1. F-Tec Computer Education2. Footwear Design & Development Institute

C- Want to advertise only in the leading newspaper

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Volume of These Clients

0100002000030000400005000060000700008000090000

100000

Leading newspaperadvertiser ©

Total

Volume of These Clients

Under this category the volume of client is 22904 and their market share 24%this 2nd highest among the client list.

Reason for falling under this category

1. Perception

We met with many clients and came across the views and perception of clients. In this category, those client who have a good position in education sector market like to prefer leading newspaper as they believe that only leading newspaper can give good coverage & response as compare to the other .They are following these leading newspapers from last 6-7 years and they don’t want to change their mind set or like to do experiment with another newspaper.

Example1. Hughes Net2. Bioinformatics Institute of India3. Ansal Institute of Technology

2. Exclusive Advertisement

In print media market we observe that if client wants to go with exclusive advertisement then he might get good percentage of discount as compared to go with various newspapers.

Example

1) IACM- This client is a regular TOI advertiser and do not consider any other Newspaper for any Market. They get very lucrative additional discount in the package for this exclusivity.

2) Indian Institute of Human Rights- This client is also TOI exclusive advertiser because of heavy rate benefits.

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D-Not Satisfied with DNA (Response Issue)

Volume of These Clients

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000

Response issue (D) Total

Volume of These Clients

Response Issue is one of the factors for the clients to judge the newspaper. The total volume lies in this is category 3099 sq. cms and belong to 3% of total volume base i.e. 94636 sq. cms

Response can be measured in Print Advertisement through under mentioned methods:

1. Number of telephonic calls 2. Number of email for enquiry.3. Number of Walk- ins.4. Filling Feedback Form asking about source of information.

Reasons for getting low response.

1. Not meeting the Target Group- May be due to incumbency of timing they were not able to inculcate right message to their target group. The dimensions of advertisement could be the possible reason.

2. Positioning of advertisement.One of the reasons for getting low response is the existing educational institutes. As Mumbai market is flooded with lots of management schools, engineering and medical collages which retains the in student their in the Mumbai market.

3 Number of insertions – Some time one insertion is not feasible to attract target group.e.g.- Maximus, Pearl School of Business

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E -New Clients/ Not met earlier

As per the completion of our project report we met with all the prospective clients. So the percentage of this category is showing 0% out of total market volume.

Reason

Volume of These Clients % Share

New Clients (E) 0 0

Total 94636  

F- Participating with DNA

These are the clients who are already participating with DNA and there volume is 14567 sq. cms with 16% of total volume base i.e.94636 sq. cms.

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Volume of These Clients

0100002000030000400005000060000700008000090000

100000

Participating withDNA (F)

Total

Volume of These Clients

Conclusion & Recommendation

The study throws light on education sector advertising. The findings & recommendations are as under

North centric As per the 20% client base, 57% clients are north centric and for them Mumbai market does not make business sense. Their target market is states like Delhi NCR, UP, Bihar, Jharkhand etc.

Recommendation- We need to check the requirement as we can not convince them for advertisement however we can work on seminars, event or if any expansion plan they have.

Budget Constraints 8% of clients falls in this category, as they are small in size so they participate only in local newspaper and outdoor activities. These clients are very conservative .So they can not try any other activities apart from local ventures.

Recommendation – These clients are considered as dead client for participating outside Delhi.

Leading Newspaper 24% clients participate only with leading newspaper for there advertisement as they get very good package for all edition.

Recommendation- These clients have potential to advertise in Mumbai Market .We need to provide them special promotional packages & schemes with new ideas and innovation.

Response Issue 3% of client tasted DNA and they have concern regarding response because of that they are not participating with DNA now.

Recommendation –we need to build up confidence among the client with new innovation techniques and ideas.

Innovation is the route DNA with new innovation and new ideas retaining 16% of client in 20% client base with various creative works like Jackets, Half Jacket, Flap, Sky bus, Text Wrap, Boundary Ads, and our customized solutions as per the clients specified needs.

As we all know route to success starts from enrichment of ideas into creativity.

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Achievements

New Clients on board (First time advertisers with DNA)

1) Accurate Institute of Management & Technology2) The Chopra’s

Prospective Clients for DNA

1) Cathedral Vidya Bhawan2) South Delhi Polytechnic for Women3) ISBM

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Bibliography

1. www.dnaindia.com

2 www.exchange4media.com

3 Adex, TAM

4 IRS round1’2009

5 www.google.com

6 www.wikipedia.com

7 Internal MIS (DNA)

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I, Anamika Bhandari Daughter of Shri.S.Bhandari

here by declare that the project entitled “A Study on Education Sector in

Print Media (broadsheet)” which is being submitted in partial fulfillment of

the requirements for the awards of degree of PGDM from the Jagan

Institute of Management Studies is an own record carried out by me under

the supervision of Ms. Nupur Sahay, Project Head and Territory Sales

Manager, (DNA, New Delhi). The matter embodied in this project has not

been submitted so far for the award of any degree or diploma.

Anamika Bhandari Course: PGDM

College: Jagan Institute of Management Studies New Delhi

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Acknowledgement

I wish to express my heartiest thanks to Jagan Institute of Management Studies JIMS

for providing me such an opportunity to get training in this esteemed organization. I

would like to express deep sense of gratitude to all those who help me through out the

duration of project. In particulars, JIMS is the main source of inspirations for me.

I would like to offer my heartiest thanks to Ms. Priyanka Arora, Department of

Corporate Relation, JIMS whose valuable efforts gave me this opportunity. I express my

sincere thanks towards Mr. Pratima Daipuria, Internal Project Guide, and JIMS for

providing me all sort of help as and when required.

I wish to express my deep sense of gratitude to Ms. Nupur Sahay, Territory Sales

Manager, DNA whose step-by-step direction helps me to go into the depth of industry.

Her calm behavior encouraged me to do my work sincerely.

Words are inadequate in offering my thanks to Mr. Anurag Bhatnagar, Senior

Manager, DNA for his valuable support whenever it was needed. My heartfelt thank to

Mr. Nishant Rastogi, Executive DNA, Mrs. Sunita Sinha, Marketing Manager for their

expert guidance during testing stages.

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