TO INCREASE THE MARKET SHARE OF

TIMES OF INDIA IN MOHALI REGION

Ankush
MBA 3rd Semester
Roll No. 18306
INDIAN PRINT MEDIA
• PRINT MEDIA IS THE 4TH PILLAR OF INDIAN DEMOCRACY.

• INDIAN PRINT MEDIA IS ONE OF THE LARGEST PRINT MEDIA IN THE WORLD.

• THE HISTORY OF ITS STARTED IN 1780, WITH THE PUBLICATION

OF THE BENGAL GAZETTE FROM CALCUTTA.

• JAMES AUGUSTUS HICKEY IS CONSIDERED AS THE FATHER OF INDIAN PRESS.

• THE FIRST NEWSPAPER IN AN INDIAN LANGUAGE WAS THE SAMACHAR DARPAN IN BENGALI.

SOME FACTS ABOUT INDIAN NEWSPAPER INDUSTRY

• THE LARGEST NUMBER OF NEWSPAPERS & PERIODICALS REGISTERED IN ANY
INDIAN LANGUAGE (HINDI): 24927

• THE SECOND LARGEST NUMBER OF NEWSPAPERS & PERIODICALS REGISTERED IN

ANY INDIAN LANGUAGE (ENGLISH): 9064
COMPANY PROFILE

• THE TIMES GROUP(BENNETT, COLEMAN & CO. LTD.) IS THE LARGEST COMPANY IN MEDIA AND
ENTERTAINMENT INDUSTRY IN INDIA AND SOUTH ASIA.

• IT HAS COMPLETED 181 YEARS OF ITS JOURNEY IN MEDIA INDUSTRY FROM 1838, ESTABLISHED
IN MUMBAI.

• THE TIMES OF INDIA IS THE LARGEST ENGLISH PUBLICATION IN THE WORLD.

FIVE SISTERS OF TIMES OF INDIA

1. ECONOMICS TIMES

2. NAVBHARAT TIMES

3. MAHARASHTRA TIMES

4. EiSAMAY SANGBADPATRA

5. MUMBAI MIRROR
MARKET SHARE:
Market share represents the percentage of an industry, or a market's total sales, that is earned
by a particular company over a specified time period. Market share is calculated by taking
the company's sales over the period and dividing it by the total sales of the industry over the
same period.

HOW CAN COMPANIES INCREASE MARKET SHARE?

Innovation is one method by which a company may increase market share.
When a firm brings to market a new technology its competitors have yet to
offer, consumers wishing to own the technology buy it from that company,
even if they previously did business with a competitor. Many of those
consumers become loyal customers, which adds to the company's market
share and decreases market share for the company from which they
switched.
OBJECTIVES:

1.To study the various products provided by Times of India

2.To study the impact of discount and value addition on

sales of Times of India
3.To study the factors that influencing the share of
Times of India
 Research Methodology
The process used to collect information and data for the purpose of making business
decisions. The methodology may include interviews, surveys, and other research
techniques and could include both present and historical information.

 Research Design
The research design is descriptive in nature.

 Sample Unit
Youngsters, middle age, old persons of Mohali.

 Sample size
Survey conducted on 100 respondents .
DATA ANALYSIS
AND
INTERPRETATION
1. Do you read Times of India newspaper?

RESPONSE RESPONDENT PERCENTAGE Respondent read newspaper

Yes 83 83% 17%

YES

NO
No 17 17%
83%

INTERPRETATION:
From the samples collected, we can say that 83% (83
people out of 100) of the people are reading newspaper
and 17% (17 people out of 100) of the people are not
reading newspaper.
2. For what reason you don’t prefer Times of India newspaper?
REASON FOR DON'T PREFER THE
RESPONSE RESPONDENT PERCENTAGE TIMES OF INDIA NEWSPAPER
CONTENT 4 23.52%

QUALITY OF PAPER 10 58.82% 5.88%

11.76% 23.52%
AVAILABILTY 2 11.76%
CONTENT
PRICE 1 5.88%
QUALITY OF PAPER
58.82%
AVAILABILITY
PRICE
INTERPRETATION
From the samples collected, we can say that 23.52%
(4 people out of 17) not reading the Times of India
newspaper because of the content, 58.82% (10 people out
of 17) not reading the Times of India newspaper because
of the quality of paper, 11.76% (2 people out of 17) not
reading the Times of India newspaper because of the
availability and 5.88% (1 people out of 17) not reading the
Times of India newspaper because of the price.
3. How often do you read newspaper?
RESPONDENT READING BEHAVIOUR
RESPONSE RESPONDENT PERCENTAGE

Regularly 60 60% 40%

60% REGULARLY
SOMETIMES
Sometimes 40 40%

INTERPRETATION:

From the samples collected, we can say that 60% (60 people out of 100) of
the people are reading newspaper regularly and 40% (40 people out of 100)
of the people are reading newspaper sometimes.
4. Are you willing to spend 15-30 minutes time in reading TOI?

RESPONSE RESPONDENT PERCENTAGE RESPONDENT SPEND TIME ON

NEWPAPER
Yes 72 72%

28%
No 28 28% YES
NO
72%

INTERPRETATION:

From the survey conducted, we found that 72% of the people are willing
to spend 15-30 minutes in reading TOI and 28% of the people are not
willing to spend 15-30 minutes in reading TOI
5. Which language do you prefer to read newspaper?

RESPONDENT PREFER LANGUAGE

RESPONSE RESPONDENT PERCENTAGE
8%
English 92 92%

Vernacular 8 8% ENGLISH
VERNACULAR
92%

INTERPRETATION:

From the samples collected, we can say that 92% (92 people out of 100) of the people prefer reading
English Newspaper and 8% (8 people out of 100) of the people prefer reading different newspaper
other than English i.e. Regional languages like Guajarati, Hindi, Marathi, etc.
 6. Is there any other medium which you prefer to get yourself updated?

RESPONSE RESPONDENT PERCENTAGE

RESPONDENT ADOPTED OTHER
Digital Media
MEDIUM TO UPDATED YOURSELF
76 76% 0%

(Over Mobile) 3%

Digital Media 21 21% 21% DIGITAL MEDIA (OVER MOBILE)

(Over laptop/PC)
DIGITAL MEDIA (OVER
Electronic Media (TV/Radio) LAPTOP/PC)
3 3%
76% ELECTRONIC MEDIA
(TV/RADIO)
Others OTHERS
0 0%

INTERPRETAION:

From the samples collected, we can say that 76% of the people prefer
reading through digital media and 21% of the people prefer reading
through laptop and 3 % of people prefer having updated to news through
TV/Radio.
7. Whether reading TIMES OF INDIA could help you in enhance your knowledge or relax your mood?

RESPONSE RESPONDENT PERCENTAGE RESPONDENTS WHO ENHANCE THE

KNOWLEDGE OR RELAX MOOD BY
TIMES OF INDIA
Yes 63 63%

37%
No 37 37%
YES
63%
NO

INTERPRETATION:

From the survey conducted, we found that 63% of the people think that reading newspaper would help them in enhance their
knowledge or relax your mood.

From the survey conducted, we found that 37% of the people think that reading newspaper would not help them in enhance their
knowledge or relax your mood.
Q.8 Have you availed subscription of TIMES OF INDIA Newspaper?.

RESPONSE TO AVAILED SUBSCRIPTION OF

RESPONSE RESPONDENT PERCENTAGE TIMES OF INDIA NEWSPAPER

YES 42 42%
42%
58% YES
NO 58 58%
NO

INTERPRETATION:

From the samples collected, we came to know that 42% (42 people out of
100) of the people wants to get the subscription of Times of India.
As 58% (58 people out of 100) of the people does not wants to get the
subscription of Times of India.
9.Are you having price constraint as a barrier in subscribing TIMES OF INDIA newspaper?

RESPONSE RESPONDENT PERCENTAGE

RESPONDENT THINK THAT PRICE
Yes 18 18% CONSTRAINT AS A BARRIER IN
SUBSCRIBING TIMES OF INDIA
NEWSPAPER
No 82 82%

18%

YES

82% NO

INTERPRETAION:

From the survey conducted, we found that 9% of the people are having price barriers in
subscribing TOI and 91% of the people are not having price barriers in subscribing TOI
10. What other value addition could be meaningful in reading TOI?

RESPONSE RESPONDENT PERCENTAGE RESPONDENT THINK THAT THE OTHER

VALUE ADDITION ARE MEANINGFUL IN
Industrial visit 15 15% READING TIMES OF INDIA
Imparting English 17 17%

proficiency
15% 15% INDUSTRIAL VISIT
workshops
12% IMPARTING ENGLISH PROFICIENCY
17% WORKSHOPS
Imparting Carrier 41 41%
IMPARTING CARRIER RELATED
WORKSHOPS
related workshops
AVAILABILITY
41%
Availability 12 12% OTHERS

Others 15 15%

INTERPRETATION:

41% People prefer to have carrier related workshops and 17% People prefer to have English
proficiency workshops and 15% People prefer having industrial visit and 12% people prefer
availability of newspaper and 15% people prefer other
11. What are the reasons for using print media?
RESPONDENT HAS THE REASON FOR
RESPONSE RESPONDENT PERCENTAGE USING PRINT MEDIA
More structured 12 12%

Habitual 28 28% 8% 12%

MORE STRUCTURED

Enjoy having 52 52% 28% HABITUAL

52% ENJOY HAVING PHYSICAL TO

physical to read READ
OTHER
Others 8 8%

INTERPRETAION:

52% of the people prefer reading through print media because they enjoy
having physical to read and 12% people prefer reading print media because it
is more structured and 28 % people prefer having print media because they
are habituated and 8% people prefer having print media because of other
than the above reasons.
Q.12 Will any kind of promotional scheme allure you to go for print newspaper?

RESPONSE RESPONDENT PERCENTAGE RESPONSE TOWARDS PROMOTIONAL

SCHEMES ALLURE YOU TO PRINT
NEWSPAPER
Yes 77 77%

23%
No 23 23%
YES
NO
77%

INTERPRETATION:

We came to know that 77% (77 people out of 100) of the people think that if promotional scheme
are given then they may go for print newspaper and 23% (23 people out of 100) of the people think
that if opportunity and time is given than they may not browse the print newspaper.
13. Whether the reading of newspaper will help you in your carrier?

RESPONDENT THINK NEWSPAPER

RESPONSE RESPONDENT PERCENTAGE READING HELPS IN CARRIER

Yes 83 83% 17%

YES
No 17 17% NO
83%

INTERPRETATION:

From the samples collected, we came to know that 83% (83 people out of 100) of the people think that
reading newspaper would help them in building their carrier and 17% (14 people out of 100) of the
people think that reading newspaper would not help them in building their carrier
14. If discounts and value addition are provided then would you like to Purchase
TIMES OF INDIA newspaper?

RESPONDENT REACTION WHILE VALUE

ADDITION AND DISCOUNT PROVIDED
RESPONSE RESPONDENT PERCENTAGE
Yes 93 93% 7%

No 7 7% YES
NO
93%

INTERPRETATION:

In this we came across through 100 responses from which 93% (93 out of 100 people) told us
that if discounts and value addition are provided than they would like to go for this product.
7% (7 out of 100 people) told us that if discounts and value addition are provided than they
would not go for this product.
15. In which medium do you find retention of information is more?

RESPONSE RESPONDENT PERCENTAGE RESPONSE TOWARDS MEDIUM TO FIND

RETENTION
Digital media 20 20%

20%
Print media 80 80%
DIGITAL MEDIA
PRINT MEDIA
80%

INTERPRETATION:

From the samples collected, we came to know that 80% (80 people out of 100) of the
people think that reading print media has better retention of information over digital
media and 20% (20 people out of 100) of the people think that reading news through digital
media has better retention of information over print media.
FINDINGS OF THE STUDY

From the survey, we conclude that approx. 86% respondents are students and employees, who are “Non-TOI” readers.
Because of good branding and too specific to information or news, approx. 81% respondent think
quality of information of “TOI” is good.
31% respondents do not have time to read newspaper because of tight schedule or job
they Get news from T.V., internet and radio.
28% respondents have problem with understanding language of “TOI” because of Gujarati culture or do not know
English perfectly.
24% respondents prefer Punjabi newspaper at home because, they habituated to read Punjabi Newspapers with their
family members.
“The Times of India” comes with so many sexy images so member of family do not like to read is front of members.
Most of respondent (approx. 56%) have problem with language of “TOI”. The people prefer Punjabi newspaper not
“TOI”.
If any newspaper does not cover local news, then nobody is interested to subscribe it, approx. 36% respondent agree
with “TOI” lacking in covering local news. But 39% respondents are uncertain about it.
CONCLUSION
Working in field was very enriching experience and gave good exposure. It was a golden
opportunity to apply knowledge and learning gained from classroom lectures in practical
business environment.

Market Research is the most crucial activity in the field of marketing to assess the impact
of technology on the industry of print media. Best level has been tried by me to present all
the facts correctly but as marketing research is not a true science hence certain degree of
alterations are possible in the research report.