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Submitted to:
Dr. A.K. Fazlul Haque Shah
Professor
Department of Marketing
University of Dhaka
Submitted by:
Md Abu Nasim
ID# 41222070
EMBA 22th Batch
Department of Marketing
University of Dhaka
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LETTER OF TRANSMITTAL
Date: August 2014
To,
The Chairman
Dept. of Business Administration
University of Dhaka
Dear Sir,
Here is my Internship report on, Marketing strategy of newspaper industry in BD - A study
on The Daily Prothom Alo which has been prepared as per requirement of Masters of
Business Administration (MBA) offered by the University of Dhaka
For this report I have studied books, reports and the related websites, face to face interaction
with the readers of prothom alo to gather information, which I observed as relevant to the
topic of the report. The information provided by you in your class lectures was also helpful to
me.
Any short comings or mistakes are absolutely of ours and i would always be available at any
time to interpret any issue regarding this report.
Sincerely yours
Md. Abu Nasim
ID No: 41222070
Batch 22nd
Marketing Department
University of Dhaka
CERTIFICATE
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This is to certify that the internship report on Marketing strategy of newspaper industry in
BD - A study on The Daily Prothom Alo submitted in partial fulfillment of the requirement
for the degree of Masters of Business Administration (MBA) of University of Dhaka
Certified by
DECLARATION
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It has not been submitted earlier, either partly or wholly to any other University or Institution
for the award of any other Degree, Diploma, Fellowship or other similar titles or prizes and
that the work has not been publishes in any journal or magazine.
ACKNOWLEDGEMENT
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It's our immense pleasure to complete this study in due time by the grace of almighty Allah. I
am grateful to those people who helped us a lot during the preparation of this report. I wish to
express our profound sense of gratitude to our honorable teacher Dr. A.K. Fazlul Haque
Shah, Professor, University of Dhaka, for his inspiration, guidelines, valuable suggestions,
sympathetic advices and enthusiastic encouragement makes our inexperienced study work as
true.
Moreover, i like to avail the opportunity to express our deep gratitude and regards to all who
are giving us their valuable time to talk with us and give all the necessary information about
their respective organization.
Finally, i would like to thank all of our friends, whenever i am not getting any information
they are really help us to give their valuable suggestions, so that i can get information.
TABLE OF CONTENT
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Chapter
Title
LETTER OF TRANSMITTAL
Page
1
CERTIFICATE
DECLARATION
ACKNOWLEDGEMENT
TABLE OF CONTENT
Executive Summary
1.1 Background of the study
1.2 Objectives of the study
1.3 Methodology of the study
2
3
4
5
6
7
7-8
8
8
9-11
12
12-13
14
14-15
16
16
16
4.1.3 Award Presentation program GPA 5 obtained SSC and HSC students
16
16
16
17
Chapter: 05
18
Chapter: 06
6.1. Recommendations
6.1.1 Students of Public and Private Universities
19
19
19
19
6.1.4 Housewives
19
6.1.5 Bankers
20
21
21
21
Concluding Remarks
22
References
23
Chapter: 01
Chapter: 02
Chapter: 03
Chapter: 04
Executive Summary
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A newspaper is one of the most important reading materials in the life of a literate people. In
the modern age, without a newspaper a person cannot think of his/her daily routine life. The
need for a proper marketing of the newspaper marketing has arisen because of the rapid
change in the communication process. An effective marketing strategy is required to retain
the current customers as ill as to attract potential ones. A newspaper as a product can satisfy
the need for getting the information that helps in decision-making process of the social and
family life.
Currently, the largest circulated Bengali daily newspaper in the country is "The Daily
Prothom-Alo" with having an average circulation of 400,000 copies per day.
Marketing information system can help formulation of the marketing strategy of a newspaper.
This study aims to overview how "The Daily Prothom Alo" authority can improve their
marketing strategy and fulfill the need of the readers when not only print media but also
electronic media is contesting very aggressively to attract current as ill as potential customers.
Market segmentation can provide information about the characteristics shared by the readers
of the daily. Long-term vision is required to sustain the upcoming challenging environment
with the rapid changes in the world. Competition is a never-ending process. Before the
publication of "The Daily Prothom Alo", "The Daily Jugantor" was the highest circulated
Bengali daily. Hoiver, it could not retain the position of the highest circulated Bengali daily.
"The Daily Prothom Alo authority may use constant marketing intelligence force to remain
number one Bengali daily in Bangladesh.
In chapter one I described the background of the study, the method I have used for this report.
In chapter two, I have highlighted newspaper industry in Bangladesh and the way of
competition running in the market.
psychology. In chapter four I have focused on how the daily prothom alo maintaining its
position as leading newspaper in Bangladesh by doing several promotional activities. Chapter
five refers to the SWOT analysis of prothom alo. And at the end I have given some
recommendation that can be helpful for prothom alo for further actions.
Chapter: 01
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To define effective marketing strategy for motivating potential readers of "The Daily
Prothom Alo".
To ascertain the fulfillment of the readers' need through reading only one Bengali Daily.
To suggest how "The Daily Prothom Alo" can remain in a position of competitive
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To get an overview of the marketing strategy of the entire media industry of Bangladesh.
Total number of respondents I got was 30. Out of them maximum respondents are students of
different universities. Other respondents are 20 from the daily prothom alo, I also have got
10 respondent who are employee of prothom alo to provide inner view of prothom alo. The
study determines average psychology of the readers of "The Daily Prothom Alo". The
study tried to collect the opinion of the readers as ill as target customers regarding their
expectation from the daily.
The study also interviewed circulation manager of Hawkers Union of Dhaka city to know
the present circulation of different Bengali newspapers in Barisal The study also analyzes
strength, weakness, opportunity and threat. Time period of the study is May 2014 to August
2014.
The study did not consider the different groups of people such as politicians, teachers,
police, member of armed forces, social workers etc.
As competitors of "The Daily Prothom Alo" the survey considered only "The Daily
Jugantor" and "The Daily Shamokal". It did not consider other English and Bengali
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dailies like "The Daily Ittefaq", "The Daliy Nayadiganto", "The Daily Star" etc.
Neill (1986) describes that busy potential clients are often unable to attend seminars, as many
financial planners have found it rather hard ways. Teaching them and making the newspaper
available and the newspaper firm is reachable through if their publication can ensure, then
they are most likely to read-the local newspaper.
Schultz (1993) describes a strategic approach which is one of the must pressing issues of our
business. He describes a method for making decisions to ensure the long-term health all
profitability of newspapers of all sizes.
Trivets (1996) observed that the segmenting of business markets is a process of refining the
business markets into usable components. He further commented that the marketing
personnel should know the sales and profitability of the broad product markets of the target:
markets, and of the individual businesses.
Imam and Ali (2000) comment that database marketing involves the creation of updating,
maintenance of a database and telemarketing operation, filed sales support system, customer
services and credit collection.
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Freil: Owriz Equal. (2000) observe that the placement of products in many media
alternatives available today is becoming an important part of marketing and profanation.
Applications of the technique demonstrate the importance of creating m communicating with
potential customers. In addition, to ensure delivery of a consistent message through product
placement and for all sort of promotional activities, an integrated marketing communication
system is necessary.
Gross (2000) argues that competition in the organizational marketplace is generally keen,
whether the rivalry is across the streets or across the oceans. Judging the nature of
competition by looking at structure conduct, and performance is a useful initial step Hoiver,
marketing managers must go further and consider the intensity of rivalry among existing
firms possible entry into the market by new firms, substitutes and forward or backward
integration.
Scott (2000) observes that building positive and constructive day-to-day working
relationships with the people can impact the last theft. of the marketing process. Too often,
customer service managers and employees who are responsible for creating and maintaining
customer relationships are isolated from advertisement, sales, circulations. Without
knowledge of the day-to-day challenges and opportunities, marketers are handicapped in
their ability to create the plans and budgets required to achieve business goals.
Walker et al. (2000) argue that the development of marketing information system raises
legal and ethical questions because offbeat potential to harm individual.
Agarwal (2002) describes that the guiding philosophy that all firms especially those wit high
customer turnover must get a Customer Relationship Management (CRM) project. There is n
r doubt that customer information is the lifeblood of any business and hence, CRM initiatives.
1-luiver, CRM needs a better implementation if it is to contribute to the corporate renaissance.
Hill (2002) argues that a critical element of a firm's marketing mix is its distribution strategy,
the means it chooses for delivering the product to the consumer. The way the product is
delivered is determined by the firm's entry strategy.
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Waldfogel and George (2003) argue that when consumers share similar preferences,
additional consumers will bring forth products that confer positive "preference externalities"
on others. Hoiver, if distinct groups of consumers have substantially different preferences,
the groups bring forth products with more appeal to themselves and less appeal to others.
According to SFN Home Published Reports (2003) the newspaper industry is highly
competitive, and threats are changing all the time. They are uniquely dependent on interrelated revenue steams provided by sales and advertising.
Chapter: 02
2.1 Marketing Highlights: The competitors
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Through effective planning among competitive marketing strategies, the organization needs
to have knowledge about the products of their competitors. At first, it has to identify its
actual and potential competitors. Presently, "The Daily Prothom Alo" is the highest
circulated Bengali newspaper of Bangladesh. But in order to maintain its leading position in
thee market, it has to focus on the competitors. Competitors of "The Daily Prothom Alo "are
"The Daily Jugantor" and "The Daily Shamokal".The Daily Prothom Alo" is now at the
leading position, "The Daily Jugantor "is at the second place, while "The Daily Shamokal" is
at the third position.
Regular Pages (Published in The Daily Jugantor): Khobor, Banglar Mukh, Khela. Dosh
Diganto, Editorial and Sub-Editorial, IT Bisha and Cultural news etc.
Regular Pages (Published in The Daily Shamokal) : National News, Local News, Editorial
and Sub-Editorial, Entertainment, Business, and Sports etc.
Day
Sunday
Alo
Shopno niye
Daily Shamokal
Bighan o projkti
Monday
Rosh+Alo
Bsichu
Kaler kehya
Tuesday
Nokhsha
Wednesday
Adhuna
Sojon Somabesh
Surid Shomabesh
Thursday
Anando (shonoskriti)
Shonskriti
Friday
Saturday
Anno Alo
Chutir Dinae
Ajker Computer
Projokti Protidin
-
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Source: On the basis of publication of three dailies other special materials are published on
different occasions by each daily.
Comparative Pricing
The marketing strategy, price is one of the important factors. I have shown below the
comparative position of price of three newspapers:
Days
Daily Shamokal
Saturday-Thursday
Tk. 10
Tk. 10
Tk. 10
Friday
Tk. 10
Tk. 10
Tk. 10
Comparative Sales
Current sale of newspaper in Dhaka City among three dailies
Sales (daily)
5,32,000
280,000
200,000
From the aforesaid table, the study observes that" The Daily Prothom Alo" has the highest
circulation among the Bengali newspapers in Dhaka city.
Chapter: 03
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Reader
Reader
of
of the
Daily
Daily
Jugantor Shamokal
DU
20
70%
24%
55.56%
34.72%
9.72%
EWU
20
60%
40%
62%
28%
10%
SF.U
20
50%
50%
52%
39%
Source: Compiled on the basis of the collected of data
9%
The study has found that most of the students are readers of Bengali dailies. Out of them, the
majority read of "The Daily Prothom Alo" .Readers of "The Daily Prothom Alo" range from
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52 to 62 percent. However, following are the common comments of the students about "The
Daily Prothom Alo":
Cultural activities of the students should be published.
Information about higher education should be provided in this
newspaper.
Information about job vacancies should be published for potential
graduates.
Chapter: 04
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4.1.3 Award Presentation program GPA 5 obtained SSC and HSC students
Since 2003, "The Daily Prothom Alo" has been awarding the outstanding students of SSC
and HSC level examinations. "The Daily Prothom Alo" Award Presentation Program ire held
64 districts in Bangladesh jointly with Grameen Phone, Robi and also Banglalink.
"The Daily Prothom Alo "provides Grameen Phone with daily news. They can also
accommodate other mobile phone companies. Other programs arc also organized on different
occasions.
Chapter: 05
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Strengths
Highly talented Editor
A dedicated team of employees
Authenticated published news
campaigns
including provision for awards
Attractive
Silence to attack poor people who don't have
purchasing power
Buying clientele is a particular section of the
society
Lack
of attraction among housewives and doctors
As advertisement is high, space for news and
other
features arc gradually decreasing
Numbers of readers of Bengali Newspapers of the
Opportunities
Diversification in the other areas of
the media
Possibility of creating new
dimension among the current and
prospective readers
Still number one among all the
Bengali dailies of the country
Threats
Effective campaigning of other dailies
Absence of strong promotional campaign
Future possibility of competition with the
electronic media
Chance of losing competitive advantage
and position of number one among the
Bengali dailies in the country
Chapter: 06
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6.1. Recommendations
6.1.1 Students of Public and Private Universities
"The Daily Prothom Alo" can introduce a new page for students of Universities in Lifestyle
tabloid, which is published every Tuesday. This page may include the following. To increase
circulation of the newspaper among the students of public and private Universities.
6.1.4 Housewives
To attract housewives, a quiz competition may be arranged. Moreover, effective campaign
among the housewives for reading "The Daily Prothom Alo "can be done.
6.1.5 Bankers
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To attract bankers, more news on financial system of the country and also global trend of
change in financial system may be published. Besides, publishing the news on exchange rate
and share market regulates, more importance should be given on providing latest news on
global and domestic financial markets so that bankers can gather up-to-date knowledge. As
such business page should be redesigned, and made attractive in accordance with the bankers
need.
Special Occasion
Proposal
3rd May
26th June
20th November
21st November
25th November
1st December
"The Daily Prothom Alo can promote its different types of new pages and also special
features by giving advertisement in Daily Star, Bangladesh Observer. The advertisement can
be given in starting of a month.
Concluding Remarks
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References
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1.
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