Description and collation between various financial market written instruments which helps an investor make a move and invest smartly

1. BRAND COMPARISON
STUDY OF VARIOUS DAILY
Presented By : Karan
Manocha

2. 1445 AD Johannes Gutenburg
invented the printing press
• 1641 The first English newspaper
is printed
1702 The first successful daily
newspaper in England is published
• 1880 The New York Graphic is the first
newspaper to print a photo
1958 Liquid paper is patented by
Bette Nesmith Graham

3. In India
The first Marathi fortnightly newspaper
'Darpan' was started by Balshastri
Jambhekar on 6th January 1832.
After 'Darpan' various newspapers like
'Mumbai Akhbhar' (1840), 'Prabhakar',
'Gyandarshan' were published.
First Marathi daily 'Dyanprakash' was
started on 12 Feb. 1849

4. Started in 1975 by the
Anandabazar Patrika group
• Bought by the Kotak Mahindra
Bank in 1996
English-language edition comes
from 12 regional centers
• Business Standard sells 217,000
copies daily

5. 67.85% shares owned by Uday Kotak
• 27.76% shares owned by The
Great Eastern Shipping
Corporation
And 4.39% others

6. Digital Assets
Business-
standard.com
smartinvestor.in
E- Business
Standard
• For android
• For internet phone
• For Internet pad

7. Business Standard
Magazines
Banking Annual, the one spot
information providers regarding
everything related to banks. Banks are
not only gives you security but many
more things.
The issues of BS 1000 mention those
depressing times, providing data on
the impact of the slowdown on
corporate, the deterioration in their
financials, how they coped with crisis.
The fund manager seeks to rank mutual
funds schemes and also rate the best
fund manager of the year.

8. The first edition appears on 3 November 1838,
known as The Bombay Times and Journal of
Commerce as a semi-weekly edition
• Filmfare launched in 1952 and started by J.C.
Jain
The Economic Times is launched in year 1961
• 1991: BBC features The Times of India among
the world's six great newspapers.
Radio Mirchi - Nationwide Private FM Broadcasting
in 2001
• Launch of a Property services Portal Magic Bricks
in 2006

9. TV Channels

10. Times Internet Limited

11. The Economic Times
Supplements
Brand Equity: A supplement that
appears every Wednesday, which
covers marketing, advertising, media
and market research
Corporate dossier is a supplement that
appears every Friday, aimed at the
CEO’s of corporate India, with a special
focus on management and strategy.
ET Reality: a real estate supplement.
ET Wealth: a personal finance weekly
newspaper

12. Founded by Ramnath Goenka in 1932 and is
now run by his grandson, Viveck Goenka
• Launched in 1961, India's oldest financial
daily.
"Journalism of Courage" and "Journalist of
the Year“ awards were instituted on 12 April
2006 by the Prime Minister of India, Dr.
Manmohan Singh
• The company's newspapers are published
from over a dozen cities daily

13. Publications
The Indian Express - a national daily
(English)
The Sunday Express - a news weekly
The Financial Express - a business
daily
Loksatta - Marathi daily
Lokprabha - Marathi weekly
Jansatta - Hindi daily for North India

14. The Financial Express
Supplements

15. Kasturi and Sons Limited publishes The
Hindu newspaper. Was founded in 1878
• Business Line started publishing in 1994
Published from 14 locations across india
• Publishes as a broadsheet, it has a
circulation of around 185000 copies

16. Supplements
eWORLD(
monday)
Smartbuy(
wednesda
y)
Brandline(
thursday)
Life(friday)

17. Publications
 The Hindu National Daily Newspaper
 The Hindu Business Line – Business Daily
 Survey of Indian Industry – An annual
review on Indian Industries
 Survey of Indian Agriculture – An annual
review on Indian Agriculture
 Survey of the Environment – An annual
review of the Environment
 Indian Cricket – An annual record book on
Cricket
 The Hindu (Tamil) – Tamil language daily
The Last 200 Days of Mahatma Gandhi

18. HT Media is an Indian mass media company
formally inaugurated in 1924.
• 19 printing facilities across India with an
installed capacity of 1.5 million copies per
hour.
Launched mint in collaboration with The Wall
Street Journal on 1 February 2007
• Fever 104 FM was launched, in technical
collaboration with the Virgin Group. In the
year 2006

19. Digital Businesses
HT
Mobile(digital
marketing)
Shine.com www.livemint
.com
Fever 104
FM

20. Mint Supplements
Mint Lounge is a magazine-style
supplement that focuses on the arts, food,
culture, fashion, sport, music, and the
like.
Mint Money provides clear and credible
coverage across investment products –
Equities , Mutual Funds, Commodities,
which helps readers become smart
money managers.
Mint Indulge focuses on the passions &
indulgences of India's top business
leaders and serve as a buying guide

21. RESEARCH METHODOLOGY
Research methodology deals with the
method of study I. e. how the study
was carried out and what were the
various techniques used for the
collection and analysis of data.

22. Q1.Do you read any newspaper?
200
0
Number of respondents
Yes
No
The above data clearly shows that most of the people still read
newspaper. In spite of having various choices in news sources
business and working people prefers reading newspaper on daily
bases.

23. Q2.Which form of newspaper do you prefer?
0 20 40 60 80 100 120 140 160
Paper Form
Electronic/online form
152
48
No. of Respondent
No. of Respondent
The number of online readers appears to be much less in
comparison to the traditional paper- form readers, the no. of people
reading dailies on internet is bound to increase with growing
household incomes and increasing adaptation to mobile platform.

24. Q3.What is your age?
89
39
27
29
16
Number Of Respondents
20-30
31-40
41-50
51-60
61 and above
The data shows that major number of readers was among age
group 20-30 and after that of group 31-40 which is followed by 51 &
above group and 41-50 group. Thus data clarify that main
newspaper readers were middle aged group as 64% were among
20-40 age and only 26% were 41-50 and 50 & above.

25. Relation between age and preferred
newspaper brand
Economic Times
MintBusiness Standard
The Financial Express
Business Line
Others
0
10
20
30
40
50
20-
30
42
26
14 7 0
0
Economic Times
Mint
Business Standard
The Financial Express
Business Line
Others
From the above table, we find that out of the 89 readers belonging to
the age group 20-30, ET has 42 readers and Mint has 26 readers
whereas BS has 14 readers.

26. Economic Times
Mint
Business Standard
The Financial Express
Business Line
Others
0
5
10
15
20
25
41 and above
18
6
21
12 11
4
Economic Times
Mint
Business Standard
The Financial Express
Business Line
Others
ET has good no. of readers in every age group owing to its
strongest establishment. For my particular sample, Mint has readers
concentrated within the range 20-40 and there are no readers in the
range 51-60 and 61 above. But BS does have readers in the higher
age groups and looks to be at par with ET.

27. Q4. Distinction
72
128
0
20
40
60
80
100
120
140
Female Male
No. of Respondent
No. of Respondent
There were 72 female among 200 newspaper readers which
means 36% to total newspaper readership were females and
males dominating with 128 readers which is 64% of total
readership of newspapers from 200 readers.

28. Q5. Which Business newspaper do you
prefer reading the most?
0
10
20
30
40
50
60
70
80
Business
Standard
Economic
Times
Financial
Express
Business
Line
The Mint
78 80
22
8 12
No. of Respondent
No. of Respondent
“Economic Times” dominates the business daily market in
Chandigarh tri-city with highest 40% of preference. “Business
Standard” the biggest competitor follows with 39% of market
preference, Financial express, Business Line & The mint lacking far
behind with 11%, 4% and 6% of preference respectively.

29. Q6. What is your Occupation?
0
10
20
30
40
50
60
Corporate
executive
Business
person
Chartered
accountant
Investor Stock
broker
30
60
50
40
20
No. of Respondent
No. of Respondent
Most of the newspaper readers were business persons with a total
of 30% and chartered accountant with 25% of total which is
followed by Investor, corporate executive & stock market brokers
having 20%, 15% & 10% respectively from 200 respondents.

30. Q7. Which newspaper do you think gives the
most information related to you? (Tick any
one)
60
70
20
34
16
No. of Respondent
Business Standard
Economic Times
Business Line
Financial Express
The Mint
The most preferred daily was Economic Times with a total of 35%
of respond and Business Standard which is second most
preferred daily among readers with 30% respond from
Chandigarh tri-city. Which provide exact information as needed.

31. Q8. Which daily provides you the best
analysis on personal finance, stock market,
derivatives mutual funds and commodity
index? (Tick One)
64
46
26
24
40
No. of respondent
Business Standard
Economic Times
Business Line
Financial Express
Mint
According to 32% of the people prefer business standard in terms of
Analysis of data and 23% prefers Economic Times.

32. Q9. On what basis you select your
preferred economic daily?
0
10
20
30
40
50
60
70
80
Influence Reference Brand
Image
Other
40
60
80
20
No. of Respondent
No. of Respondent
Reference and Brand Image are the two factors which affect the
buying behavior most with over 70% results. Personal influence
also affects with 20% results and remaining other factors with
10% respectively.

33. Q10. Does price of the newspaper affect your
brand preference with the newspaper daily?
Respondents
0
20
40
60
80
100 90
50
20
40
Respondents
Respondents
Price of the newspaper effect the decision of most of the readers
selecting their business daily with 45% says price affect their
decision highly whereas 25% says price affect their decision
moderately and other 10% says price merely affect their decision.

34. Q11. Does brand background of the particular
daily affect your newspaper reading?
0 50 100 150
Yes
No
136
64
No. of Respondent
No. of Respondent
Brand background and parent associate affect the readings of
most of the readers

35. Q12. What are the factors which affect
you most while buying a newspaper?
No. of Respondent
0
10
20
30
40
50
60
30
60
40
50
20
No. of Respondent
No. of Respondent
Contents/Matters and price are the two factor which affect the
buying behavior most with over 45% results. Presentation also
affects with 25% results and remaining, Paper design and quality
and others with 20%, & 10% respectively.

36. Q13. Where BS Scores High
Which aspects of BS do you like the most?
12
22
16
10
18
0 5 10 15 20 25
Price
Editorial Quality
News Coverage
Brand Visibility
Supplements
No. of Respondent
No. of Respondent
The business standards quality of content and analysis, editorial quality and
its reliability are its major strengths. News coverage has also been rated by
the readers as fairly sufficient .This high quality is also the reason why most
of the serious business new readers prefer to read Business Standard
before taking important decisions related to their investments or their

37. Where ET scores high
17
15
17
18
13
0 5 10 15 20
Price
Editorial Quality
News Coverage
Brand Visibility
Supplements
No. of Respondent
No. of Respondent
ET has a very high brand visibility which is important for building
mind share. One of the reasons for such high brand awareness is
the monopoly ET has in the business daily market . As most no. of
readers read ET, it is visible more than any other business daily.

38. Where Mint scores high
2
1
2
4
3
0 1 2 3 4 5
Price
Editorial Quality
News Coverage
Brand Visibility
Supplements
No. of Respondent
No. of Respondent
Readers liked Mint for its writing style and layout & design. Mint is
the first daily in India which comes in Berliner format. Also, it is
related to wall street journal, so it has a new look and feel which is
more appealing to the youth. Quality of content and analysis has
been given a good rating which is a must for any business daily.

39. Where the Financial Express scores
high
3
6
6
3
4
0 2 4 6 8
Price
Editorial Quality
News Coverage
Brand Visibility
Supplements
No. of Respondent
No. of Respondent
Financial Express has good quality of content and analysis and high
reliability. Readers appreciated the content on finance and banking
in the financial express, tough some readers were dissatisfied with
the content provided on weekends.

40. Where Business Line scores high
1
3
2
2
0
0 1 2 3 4
Price
Editorial Quality
News Coverage
Brand Visibility
Supplements
No. of Respondent
No. of Respondent
Most of the readers of Business Line are satisfied with quality of
content and analysis, editorial quality and its reliability. Readers
appreciated the content, especially on economy but some readers
criticized the content on weekends. But the writing style and layout
& design have got low ratings.

41. Q14. Which is the major purpose of
reading a Business Daily?
80
40
60
20
0
10
20
30
40
50
60
70
80
90
0 1 2 3 4 5
Number of respondents
Number of respondents
40% respondent were reading a business daily for general
awareness or information purpose and 30% of respondent chooses
to read for professional requirements whereas 20% for investment
purposes and the rest 10% had economic daily as their college’s
course structure.

42. Findings
 The survey data shows that the business standard is
one of the best in terms of quality of content, analysis,
insights, editorial quality and supplements.
 Business Standard is the most emerging brand in the
market with the second largest market share.
 Business standards supplements are one of its main
strengths as they cover a wide range of subjects.
 The brand of the newspaper effect the choice of the
majority of the readers as their decisions to select a
particular daily is affected by the brand of that daily.
 Business standard is lacking brand awareness and
service in some areas as compared to The Economic
Times, as most places like broking firms, hotels and
offices use ET just because they heard it most as
premier business daily.
 Most of the Chartered Accountants and stock market
investors/brokers consult business standard for its news
on stock market and personal finance which it provides
through its special edition - the Smart Investor.

43.  Business Standard is more popular among the high age
group of readers. But its popularity among the youth is
also increasing.
 The Economic Times has the benefit of Times of India’s
vast distribution channel because of which it is able to
save more distribution expenses.
 The Economic Times and The Financial Express enjoys
a good brand name due to their parent groups i.e.
Times Group and The Hindu Group
 Business standards daily supplement the “Investors
guide” influences most of individual investors and stock
brokers to purchase it.
 In spite of having a good satisfaction level almost one
third of readers are willing to switch to another brand of
the business newspaper.

44. Recommendations and suggestions
 Brand promotion and advertising through various
sources and various events can be employed to spread
more brand awareness.
 Hype from the editorial quality, authenticity and
unbiased approach mixed with superior content can be
used to increase brand equity.
 More zonal level news coverage, starting a Sunday
issue can also help to increase readership of
newspaper in the Tricity area.
 Coverage of more IT news gadgets etc. and marketing
news can woo the majority IT professionals and
marketing persons in the city to stick to the Business
Standard.
 Better delivery and enhanced distribution can make the
readers of the Business Standard to remain stick to it
and stay as local readers.

45.  Business standard should focus more on its variety
of contents and quality of contents
 As Business standard is facing huge competition
with ET. So Business Standard should
advertisement and promotes more of its product.
 To face switching to another brand by customers
the business standard should tries to bound
customers with the brand by giving more
participative and interesting items in the
newspaper.

46. Conclusion
After analyzing the market and conducting the survey, I came to know
that Business Standard is a highly reputed reliable business newspaper
which has the potential to become the leader in terms of market share. It
is the choice of serious business news readers who admire it for high
quality of content and in-depth analysis. It is also growing in popularity
among the youth.
Most of the readers rated Business Standard the best in terms of
parameters like quality of content and analysis, reliability, supplements
and editorial quality. But still changing a customer’s choice is a difficult
job. Also BS doesn’t have an already established sister brand, unlike the
case of ET (TOI) and Mint (HT), which have the advantage of a well
built brand awareness.
HTs Mint is the only newspaper in India which has adopted the Berliner
Format. It provides its readers with in-depth analysis in an easy to read
form. This is why it is becoming increasingly popular among the young
readers.
Quality of service is indispensible for retaining existing customers and
attracting new ones. Here, Business Standard is found to be lacking
behind its competitors.
The Newspaper is asking the people to invest most precious commodity
– their time. Therefore they have to create an image that there is
something important inside the newspaper. Business Standard has built
such an image through its unshakable quality but what is needed is to
continuously listen to customer’s grievances and work towards building

47. Queries Invited…