Divya Bhaskar 6w2b5i

Smt N. C. Gandhi & B.V. Gandhi Arts & Commerce College

PROJECT REPORT “A SURVEY ON DIVYA BHASKAR GROUP AT BHAVNAGAR” (2008-2009)

Prepared by :- Seema Yadav Submitted to :Dhwani Raut

TITLE PAGE

Name

: Seema Yadav

Class

: BMS – I (Sem –II)

Roll NO

: 34

Project Title

: “Survey on Divya Bhaskar group at Bhavnagar”

Date of submission

: 4th March 2009

Table of content

Topic

Page NO

• Preface

4

• Acknowledgement

5

• Introduction to Divya Bhaskar

6

• Dainik Bhaskar

8

• Divya Bhaskar at Ahmedabad - at glance

10

• A day with newspaper

11

• Production • Production department feature

13 15

• Objectives of the project • Planning of project

16 25

• Requirement • Budget

26 27

• Communication plan – for survey • Gujarat Samachar after the launch of Divya Bhaskar

28 29

• Rivalry among the competition • Threat of substitute product

30 31

• Bargaining power of supplier

34

• Research methodology

33

• Data analysis • Suggestion

35 43

• Limitation

44

Conclusion Bibliography

45 46

Preface Business management is such a stream in which perfection can be achieved through theoretical as well as practical knowledge. The study of management not only lies in interaction session but it also involves study of practical aspects of management.

The purpose of practical studies is to gain knowledge about the organization and the function of its management. A practical study is a way to efficient and effective learning. Practical learning always results in the better understanding of the subject as learning theories in bulks is one way of learning of fundamental concepts but some far as management is concerned practical side is having high important. Being a student of B.M.S i.e. Business management studies it is necessary to understand the istration of business matters for which practical study is important. One of the important parts of this practical study is the industry visits, which explains me to understand the practical aspects of business management in the better way. I have undergone my practical training at Divya bhaskar news with the help of training I got a detailed knowledge about management and got to see a totally different managerial environment with experienced and knowledge personnel.

Acknowledgement I feel top of the world in submitting this report as a part of my syllabus. This report is prepared on “Divya Bhaskar”.

I am thankful to all who helped me in collecting necessary information. First of all I would like to present my deep gratitude to Miss DIPTI BATT for providing me an opportunity to carry out my project report. I would like to give heartiest thanks to Miss Dhwani Raut and my friends for giving guidance & regarding my project report I am highly obliged to all the executive managers and other member of “DIVYA BHASKAR” and other associates for giving me , guidance and cooperation during my training programme. I finally I should not forget all respondents for cooperating and sharing their valuable time and necessary information.

Introduction to Divya Bhaskar About the newspaper A newspaper is the lightweight and disposable publication (more specifically, a periodically), usually on the low cost paper called newspaper. It may be general

on special interest and may be published daily, weekly, biweekly, monthly, biomonthly and quarterly. General interest newspapers are usually journal of current news on the variety of topics. Those can include politics events, crime, sports, business and opinions (editors, columns or political cartoons). Many also include whether news and forecast. Newspaper increasingly use photograph to illustrate stories; they also include comic strips and entertainment such as crosswords. Indian Newspaper Compared with many other developing countries Indian press has flourished since independence and exercise a large degree of independence. In 22001 India had 45974 newspaper including 5364 daily newspaper published in over 100 languages. The largest no. of newspaper were published in Hindi (20589), followed by English (7596), Marathi (2943), Kannada (1816), Malayalam (1505), Telugu (1289). The Hindi daily press has circulation over 23 millions copies followed by English with over 8 millions copies. There are several measures publishing in India: the times of India group, Manorama publication, The Indian Express group, The Hindustan time’s group, Anandabazar Patrika group. India has more than 40 domestic news agencies. The Express News Service, Press Trust of India and United News of India are the among the measure news agencies.

Current scenario of print media According to Price water house Coopers study, global entertainment & media outlook 2004-2008, The Indian newspaper will grow from $1869 million in 2004 to $2404 million in 2008 at a CAGR of 6.9 %.

The government had changed its media policies in 2002 and relaxed foreign ownership restriction in newspaper categories. Today 26% foreign equity holding in news-related print media is allowed, though editorial management must remain Indian. After the policy was put in the place: • Uk’s the financial Times has acquired a stake in the business Standard • Dow Jones s expected to own a 26 % stake in the Wall street Journal venture in India • Henderson Global has acquired a 20% stake in the Hindustan Times Future of the newspaper The future of the newspaper is cloudy, with overall readership slowly declining in the most developed countries due to increasing competition from television and the internet. The 57th annual World Newspaper Congress, held in Istanbul in June 2004, reported circulation increases in only 35 of 208 countries studied. Most of the increase came in developing countries, notably China. A report at the gathering said China tops total newspaper circulation, with more than 85 million copies of the newspaper sold every day, followed by India with 72 million – China and India are the two most populous counties in the world – followed by Japan with 70 million and the United states with 55 million. The report said circulation declined by the average of 2.2% across 13 – 15 countries that made up the European Union before May 1. Newspaper also face increased competition fro the Internet for classified ads, especially for the jobs, which have long been a key source of revenue.

DAINIK BHASKAR Profile

• Bhaskar group is the 1700 crore business conglomerate with strong presence in newspaper, television, entertainment, printing, textiles, fast moving consumer goods, oils, solvents and Internet services. • The group has rocked to the top of the print media industry in India with its flagship Hindi daily newspaper Dainik Bhaskar, an the Gujarati newspaper, Divya Bhaskar. • Brand Bhaskar is synonym with the success, quality, dynamism, & the ethics in millions of the households across India & the corporate world alike. • Bhaskar is India’s No. 1 Newspaper of India as per NRS, 2002. • 13.1 million Readers every day as per NRS, 2002. • Divya Bhaskar, Gujarati newspaper of Bhaskar group was launched in Ahmedabad on the 21st June 2003.

Inner strength • Team of 6000 committed and dedicated people • 1450 High speed computers • 2560 kbps of bandwidth

• • • • •

40 special lease lines connected round the clock Satellite receivers 260 Bureau offices Tie up with 29 National and International photo & feature agencies India’s biggest network with 2700 correspondents

Industrial Ventures Bhaskar is having its stake in other industrial areas which are • Bhaskar salt • Bhaskar broadband • Bhaskar Exoil • Bhaskar TV • Bhaskar Textile mills

DIVYA BHASKAR, AHMEDABAD – At a Glance The Chandigarh Experience taught the group that language was not a readership barrier. Understanding the market & the reader were more important. This led to

the launch of its Gujarati daily “Divya Bhaskar” in Ahmedabad in June 2003, followed by Baroda & Surat editions Within a short span of 18th month’s time the Gujarat state has become “Divya Bhaskar’s Gujarat” with a circulation of more than 1200000 copies per day. The group has also taken over the Gujarati daily “Saurastra Samachar” Bhavnagar in Saurastra region on September 01, 2004 – thus covering the entire Gujarat.

Vision & Mission Vision “Recognition of Bhaskar Group as powerful group in international media industry in coming 5-10 years” Mission “Our winning path yours & ours” T - Together E - Everyone A - Achieves M - More

A day with the newspaper As the sun rises we rises we start our work & finish at the night. But for the media industry 2hrs is working hours. As the day progresses & events

happenings, reporters are collecting information. Each & every day comes with new buzz & excitement. From the morning to night, they have to carry lot many activities. As a researcher, I want to depict a day with the newspaper: First of all, information collecting starts. Reporters find out the events & happenings around the city. There are different types of reporters like story reporters, crime reporters etc. E.g. Crime reporter is making a phone call to the police station & find out the crime places & collect report from the police. They collect news according news according to the FIR ed to the police station. E.g. story reporters find out the different topics to write a story. He checks the current trends, general information like – what children are doing in the vacation, what kind of new spam virus has come into the internet, someone’s life story, etc. The other source of collecting information is agency. Generally, newspaper is connected with agencies which are government certified. They will send information to the newspaper industry like- for example: the health research agency will send information that how to cure disease. One of the sources of data collection for the newspaper is public about the happenings. Say if an accident has happened & if any witness found then reporter will collect information from that person. According to the newspaper, they receive call from public that what is happening in city & they collect their 60% information from the public.

Some of the information is also collected from the Internet. If the source of information is authenticated then they will use that data. For the star poster, photographs & other information they use internet as the data source. Having collected all the information, typing work starts. There are lots of reporters & computer people who are typing all contents, then proof reading will be done by more than two persons. For any critical issue or such matters reporters will consult chief editor. Editor will decide that which news will appear on which page & likewise. After the final check the newspaper copy will send to the production department where plate is generated for each page. Afterwards, plate will be send to printing machine & newspaper; all the processes are automatically done. The newspaper will be received in lots of specific number. Then the paper will be distributed to particular vehicle of hawker. And in the early morning people receive newspaper. For carry out these all activities other departments are working like.

Production

Production people receive final copy from the editorial to print. They receive PO (Print order) from the circulation which shows how many copies to print. Now- a – days, Divya Bhaskar is using C- TO-P machine which directly converts the computer contents into the plate. Having generated the plates, they will send these plates to the printing machines. For printing there are mainly four colors used which are magenta, cyan, black & yellow. There are different machines available for newspaper & magazines to be printed. The engineering work is there to carry out each & every activity from printing to receiving the printed paper.

Production Department Features • It produces 26, 150 copies in minute in 60 high technological printing machines

• • • • • • •

More than 1450 pages newspaper production Uses 9500 tons of paper per month Uses 66000 plates in month 10Cr. Copies per month on 8 heat-se machines Import paper from Russia, Canada & USA Main supplier of ink to Divya Bhaskar is Micro Ink Manpower being used o Helpers -20 o Filters-04 o Engineer -03 o Maintenance In charge -01 • Equipment o For it hey use machinery of MANUGRAPH LTD, which is imported from Russia. It produces 45000 copies per hour. o Another machine for production is ‘Orient Ltd’, which is an Indian Delhi, based co. It produces 30000 copies per hour.

Image Setting

Dispatch & packing

Manufacturing Process

Computer to plate

Production

Distribution • The copies of the newspaper received into the lot of specific number. Having received the copies they will tie it down & spend it by vehicle to particular hawker. Hawker will distribute newspaper to the consumer’s house. • Divya Bhaskar is no.1 in Gujarat for its fastest and earliest delivery to the wholesalers and retailers. It dispatches newspaper from plant layout at 4:00am and reach them to the intermediaries at 4:30am. • Distribution channels

Company

Wholesaler

Retailer

Magazine This department cares for 7days magazines which are: • • • • • • •

Dharma Darshan (A complete religion magazine) Maharaja (A complete women magazine) Kalash (A complete magazine for everyone ) Life line (A complete Health magazine) Navarang( A complete filmy magazine) Bal bhaskar (A complete children magazine) Rasrang( A family magazine for Sunday)

Editorial

Consumer

This is the key department for any print media industry. The core function of newspaper is being taken care of in this department. This is the place where all the data into the computer. Then it will cross check by two people. Then proof reading will be done by editor. IF the crucial matter then it will to chief editor. EDP (Electronic Data Processing) In the department, all the data processing work is done. Salary, employee information, reports etc maintained. Divya Bhaskar is having centralized database system.

Scanning Department All scanning functions are being taken care of in this department. Like, reporter’s photograph and matters will be scanned by this department and converted into the desired format. Circulation The main function of circulation department is to generate Print order (means how many copies to produce). Divya Bhaskar is having chain management of Hawkers. From current past records, circulation manager decides that how many copies to produce. Daily database is maintained relating how many copies sold on which day and due to what reason. Having printed the newspaper, it will dispatch to the hawker and hawker will distribute to agency or retailer and will reach to final consumer.

Human resource management This department is taking care of the following functions:

• • • • • • • • • • • •

Recruitment Selection Training Performance Appraisal Welfare Activities Grievance Trade Unions Leave Entitlements Labour Turnover Leave Turnover Leave Entitlements Labor Turnover

Advertising This is the most important department from any media industry. This is the department from which the revenue is generated. Generally, market executives go to the field and booked the advertising as per the rate. All ing functions are carried out. All the records are kept. Marketing The main function of marketing and advertising is similar to find the clients for the newspaper and for the ments Other main objective of this department of this is to create the brand in the market. Event Divya Bhaskar is investing lots of money to create a brand. For that it organizes events every now & then. In that they arrange Contest (recipe), Competition (Drawing), Lucky Draws, various events like show in wide angle, women day celebration, sponsorship in one day cricket match, sponsoring shows of celebrities in various clubs.

System

This is computer based department in having Mainframe computer to maintain centralized database system. System in charge handles each percentage every computer’s of the Diva Bhaskar from this department.

OBJECTIVE OF THE PROJECT

• Primary objective • To find out the reading habits • To increase circulation in western Bhavnagar • Secondary objective • Liking & disliking about the newspaper • To develop a proportional strategy • To find out consumer preference for free schemes, gifts, discount etc….. • To find out the branding image of different newspapers • SWOT Analysis

Planning of the project

The main focus of the project is to increase Diva Bhaskar’s reach in Western Bhavnagar. I have developed planning process as below which shows that how project will be executed. Centers Catering Western Bhavnagar is: • Waghawadi • Nilambaug • Income tax Present Scenario Center Name Waghawadi Nilambaug Income Tax Total Hawker

d Hawker 217 110 392 719

Diva Bhaskar 38000 21000 58000 117000

Gujarat Samachar 47000 15000 49000 111000

Sandesh 16000 8500 19600 44100

From the above table we can draw out that Divya Bhaskar is market leader having 43% market share in western Bhavnagar.

Planning in detail

Step1 • • • •

To know people’s reading habit Why they have stopped reading Divya Bhaskar What they like in present newspapers Find out what kind of scheme they are interested into buy the newspaper.

Step2 • Detail survey for the order booking in western Bhavnagar • Door to door order booking campaign by direct sales person • Conceived value of gift should be 10 times than their investment Gift options • CD-DVD consists of various non-available items(sure gift) • 7wonders of the world • World famous Inventions • Importance of 365 days of year • Autobiography of world famous personalities • 1st & 2nd world war • Holy books • Aviation History • Automobile History • Video clips • Atomic attack • Volcano • Tsunami • WTC • One grand price of Maruti car • Go Goa • Tanishq gift Voucher’s

Requirements Manpower 60 marketing executive, 4 supervisors, 2 telemarketing executives Material  Kit i) Bag, clip pad, stapler, water bottle, deodorant, comb ii) Pen, writing pad, glucose sachet. Uniform i) T-shirt, tro, cap Literature i) I-card Order forms

sales kit

Execution Step 1 i) ii)

Training will be provided to the executives about the survey Specific area will be allotted to specific team with respective supervisor

Step 2 i) Training of entire team ii) Starting of order booking & execution Step 3 i) ii) iii) iv) v) vi) vii)

Budget

To execute the order in center in charges will appoint dedicated person who will collect order form on daily basis form coordinator and identify the hawker and ensure delivery, and conform back to coordinator Telemarketing executives will make thank giving call to the client, and probe about his comfort level. Marketing executives will book the order & will take client’s consent on the said order form & will give “PRE PAID MONTHLY SUBSCRIPTION FORM” These coupons will work as DB money and client has to pay the same hawker every month to clear the bill of DB Hawker has to produce the same to the center and will be paid none. The order form will consist of name, address, phone, mobile, hawker’s name & hawker’s last month bill. This order form will be triplicate and 2 copy will be returned to the office, one copy will remain will client, one will go to center and one remain with office.

Items

Appox. Expense

Gifts

180000

Kit

116080

Material

55200

Manpower

435600

Total

2406880

Budget in details For gifts Items

Appox. Expense

CD

1200000

Goa

300000

Car

260000

Malaysia

40000

Total

2406880

For kit

Items

Appox. Expense

Bag

80000

Clip pad

2400

Stapler

2400

Pen

1200

Writing pad

1600

Water bottle

1600

Deodorant

4000

Glucose sachet

1120

Comb

120

Communication plan – For survey

Divya Bhaskar has been carried survey since 2 years. Bhavnagar people already sick of surveys. SO, rather than going strait we would like to approach them indirectly. Having that purpose in mind, the communication plan was developed. We will reach to the people saying that we come to you to take your valuable suggestion regarding current happenings. Communication plan will be medium which allow us to do survey well. The communication plan as is below: Step 1 • We will be using cartoon character made by our chief cartoonist • Background screen will be black • Entire cartoon will in fast colors • Last line will remain unchanged – Janavo amne… (Lets us know) • Mentions below are 7 themes on which the cartons will be made. i) Blood on front page…… ii) Girls with low waist pant……… iii) Too much ment…… iv) What will be after 12th.........? v) ission ma Locha……… vi) Where I can rear Tarak Mehta…… vii) Where I read Dr. Kothari……..

Theme 1: Blood on the front page….????? Janavo Amne (Lets us know)

Analysis i)

Comparative analysis

ii)

Porter’s five force model.

i)

Comparative Analysis

Particulars

Gujarat Samachar

Divya Bhaskar

Sandesh

NO. of years in business Business in no. of states Circulation New products launch

72 years

2.5 years

80 years

2 states

9 states

1 state

11.12 lakhs Yes

12.13 lakhs No

7.6 lakhs NO

Infrastructure Investment Turnover Advertising Market

40cr

100cr

N.A

240 cr. 65 cr.

131.11cr 83cr

90 cr. 32cr

Zee Tele films

CNBC

Television partnership

-

Gujarat Samachar after the launch of Divya Bhaskar

• • • •

Investments in revamping in the infrastructure by Rs. 40cr. Introduction of “Hello Ahmedabad” as weekly magazine Focus on more value addition Technology up gradation and fine-tuned product. It has started its promotion by issuing gifts and lucky draw system.

Sandesh after launch of Divya Bhaskar • • • •

It is reduced its cover price to Rs 1.50. Investment in better printing facility. Introduction of more color pages and supplements It is started its promotion by issuing gifts and lucky draw system.

2) Porter’s Five force Model

Porter’s five force model of competition for diagnosing the competitive environment in Divya bhaskar.

Other Industries Offering substitute products (High)

Bargaining Power of suppliers (Varies with)

Rivalry among Competing Sellers (High)

Threat of new Entrants (Low to moderate)

Rivalry among Competition

Bargaining Power of Buyers (High)

There is cut-throat competition between the newspapers the newspaper firms in Gujarat. They use various strategies to face competition. For example: After the launch of Divya Bhaskar has adopted following strategies. • Investments in revamping I the infrastructure by Rs. 40cr • Introduction of “Hello Ahmedabad” as weekly magazine. • Focus on more value addition • Technology up gradation and fine tuned product • It has started its promotion by issuing gifts and lucky draw system.

Threat of substitute products

Other industries offering substitute products to newspaper industry includes: • Television

It has high industry growth than newspaper and believed to the best medium with audio- video effect and is more effective. The industry’s growth rate is round 15%.

• Radio

Its industry growth is higher than newspaper than newspaper due to brand audited “Radio Mirchi“ and is cheaper and more effective than newspaper in rural area. Its growth rate is 10%.

• Mobile Phone services

It is fastest medium of receiving the news and its growth rate is 10% and use is increased at faster rate. It can’t have visual effect but is cheaper than others. • Internet services It has growth rate of about 5% in India and it can give visual effect and thus is useful for international and product ment. It is expensive medium of information. • Magazines, Periodicals, Journals

Bargaining Power of suppliers

Supplier of Divya Bhaskar includes • Ink Provider Ink providers bargaining power is low because Divya Bhaskar has many suppliers available. Other reasons being emerging company, good image. Doing a job work for many other newspapers like Sambhav, Times of India. • Paper reels i) Bargaining power of paper reels in case of Indian paper reels providers is high because of the government’s rule for certain percent of compulsory purchase even if quality is not up to mark. ii) Even if the foreign supplier for paper reels have also high bargaining power because of their ability of providing high quality, fast delivery, good packaging and good transportation facility like container. • Machinery Divya Bhaskar has local (orient Ltd) as well as foreign machinery suppliers ( Manu Graph Ltd) ii) In case of Manu –graph Ltd, it has high bargaining power because of its ability to generate 45000 copies per hour and very less machine setting time. Where incase of Orient Ltd, bargaining power of it is low because of its low production capacity and high time setting. i)

iii)

• Information Suppliers Information providers are Bureau of news, PIT, own network for the information collection. So, there is no bargaining power for these providers • ment providers

ment providers are willing to give advertising to Divya Bhaskar because it doesn’t put any the pressure like Gujarat Samachar on r. And the ments are successes by visiting the showrooms of r and ensure them increase in sales. • Bargaining power of buyer

Bargaining power of buyer is high because customer is the king of the market and moreover Divya Bhaskar has the punch line Marji Nu Akhbar”

“Apni

Threat of new entrants There is low to moderate threat of new entrants because of high entry barriers like high investment, political and high promotional requirement.

Research Methodology

• Research Design : Exploratory study

• Data collection Sources of collection i) Primary data collection: The data, which is required for the projects, is the most of primary in nature, which was collected from western Bhavnagar. ii) Secondary Data collection: There are most of the data available like NRS research survey, analysis, database (whole Bhavnagar societies and other information), and reports. • Instrument of survey

Structured Questionnaire Location of data collection: Western Bhavnagar city only

• Sampling Design

i) Sampling size: 180 ii) Sampling Unit: Western Bhavnagar people only iii) Sampling procedure: there are mainly two types of sampling designs viz- probability sampling, we have selected samples by using multistage sampling.

Data Analysis

Peripheral data – general data of western Bhavnagar In the peripheral data, the data analysis of the western Bhavnagar city is taken as general. Here, it is found the general reading habits of newspaper reading. Relational data analysis The data is further analyzed where the income groups of the people and the different aspects/parameters are taken into the consideration for the comparison. The data reveled are of much importance as it identifies as to which segments has to taken care of and to target those areas for the marketing strategies

Demographic profile

Data showing number and percentage of people in different profession Category Govt. Job

No. of People 40

House wife Merchant Profession Pvt. Job

12 34 34 29

Retired Student

27 4

Chart showing percentage of people's profession

Retired 15%

Pvt. Job 16%

Profession 19%

Student 2%

Govt. Job 22%

House wife 7%

Merchant 19%

Findings: This it will give us a fair idea about people occupied with different occupations hence it will help us to segment the market further with the demographic profile.

Data showing number and percentage of people in different age group

Age 20-35 35-45 46 above

No of people 40 80 Chart showing percentage of people's age group 60

46 above 33%

20-35 22%

35-45 45%

Findings Thus it will give us the fair idea about people occupied with different occupation. Hence it will help us to segment the market further with the demographic profile.

Data showing number and percentage of people who are sole or combined

readers

Category Gujarat Samachar Divya bhaskar Sandesh DB + GUJ DB + SANDESHA GUJ + SANDESHA DB + GUJ + SANADESH Times of India Indian Express Economic Times Others

No. of readers 43 47 6 34 8 6 8 20 0 6 2 Data showing no & percentage of people who are sole or combinerd readers No. of readers 1%

3% 0%

Guajarat samachar

11%

25%

Divya bhaskar Sandesh

4%

DB +GUJ

3%

DB +SA NDESHA GUJ +SANDESHA

4%

DB +GUJ +SA NADESH Times of India Indian Experess

27%

19% 3%

Economic Times Others

Findings The above chart represents the sole and combined readers of different newspaper.

Data showing number and percentage of place where people receive newspaper copy Category House Shop NO response

No. of readers 175 4 1

Data showing number and % of place where people receive newspaper copy No. of readers

NO response 1% Shop 2%

House Shop NO response

House 97%

Findings: The above chart depicts the place where they receives there newspaper copy.

Data showing number and percentage of different categories of news

Category Main news Political news Sports news Stock market news Business news Celebrity news

NO. of readers 31 29 35 35 80 90

Percentage of people read different news of different category

Celebrity news 29%

Main news 10% Political news 10% Main news Political news

Sports news 12%

Sports news Stock market news Business news Celebrity news

Business news 27%

Findings:

Stock market news 12%

This chart mainly shows the percentage of different segments of news which is read. IT clearly that celebrity news & business news are most favorable or widely read.

Data showing numbers of readers who spend how much time to read the newspaper Category

No. of readers

15 mins

22

30 mins

59

45 mins

14

60 mins

42

75mins

4

90 mins

16

more than 90 mins

23

People

People spent time for reading newspaper 70 60 50 40 30 20 10 0 15 mins 30 mins 45 mins 60 mins 75mins 90 mins

MInutes

more than 90 mins

Findings: This chart gives us the no of minutes people are usually spending to read the newspaper this will tell us consumption or the reading pattern of newspaper.

Data showing percentage of people interested in the promotional scheme Category Lucky draw Price discount Free gift

No. of people interested 72 6 22

Promotional scheme

Free gift 22% Price discount 6% Lucky draw 72%

Findings This chart shows that major segment of the people are interested in lucky draw rather than price discount or free gifts.

Suggestions • They can product enhancement with heading with adding new weekly magazine fro company news and for celebrity news only • The people of western Bhavnagar, so to lure them the entertainment can be main factor. So, promotional strategy should more focus on providing entertainment • Findings shows that people of western Bhavnagar much more interested in Lucky Draw rather than sure gift or price discount, keeping this thing in mind. Divya Bhaskar can go for online Housie Game. • Findings shows that 82% were male respondents and the newspaper purchase decision is taken by them only. Promotional strategy can be targeted to that segment also.

Limitations • Geographical Limitation

The project was conducted in only western Bhavnagar, so findings of the project is valid only to western Bhavnagar & in areas where the survey conducted. They may not be valid for other locations.

• Sample size

The sample size was restricted to 180 for consumer survey due to internal factors of the organization. Thus this study could be taken as inductive one & not a conclusive one.

Conclusion It is the newspaper which satisfies all the segments of the market. It is the best newspaper in the Gujarat. All over the analysis shows the Divya Bhaskar is the best seller & the customer are well satisfied with newspaper.

BIBLIOGRAPHY: • Andrews, K. The Concept of Corporate Strategy. Homewood, IL: R.D. Irwin, 1971. • Fleisher, Craig S., and Babette E. Bensoussan. Strategic and Competitive Analysis: Methods and Techniques for Analyzing Business Competition. Upper Saddle River, NJ: Prentice Hall, 2003.

• Miller & Muir (2004). • Gregory, James (2003).