Times of India

THE PENETRATION OF SUBSCRIPTION FOR FEMINA AND FILMFARE
INDEX
SR. NO. PARTICULARS PAGE

NO.
01 EXECUTIVE SUMMARY 02
02 PREFACE 03
03 WHY MEDIA MATTERS ? 04
04 INDUSTRIAL ANALYSIS 07
05 PROBLEM OF THE INDUSTRY 10
06 FUTURE SCENARIO OF THE INDUSTRY 12
07 THE TIMES OF INDIA – HIGHLIGHTS 13
08 A BRIEF HISTORY 15
09 STORY OF THE TIMES 17
10 SIZE AND FORM OF THE ORGANIZATION 19
11 AWARDS AND ACHIVEMENTS IN ADVERTISING 20
12 FUTURE PLANS OF THE COMPANY 22
13 VARIOUS DEPARTMENTS OF THE BCCL 23
14 RMD – RESULTS & MARKETING DEVELOPMENT 24
15 PORTFOLIO OF BCCL 26
16 THE TIMES OF INDIA 28
17 THE ECONOMIC TIMES 32
18 FEMINA 36
19 FILMFARE 41
20 CURRENT TRENDS OF MAGAZINE INDUSTRY IN INDIA 47
21 RESEARCH METHODOLOGY 50
o RATIONALE OF THE STUDY 50
0
o RESEARCH PROBLEM 50
o RESEARCH OBJECTIVE 51
o HYPOTHESIS 52
o STRATAS 52
o SAMPLING PROCESS 52
o SOURCES OF DATA 53
o RESEARCH INSTRUMENT 53
o LIMITATIONS OF THE STUDY 54
o TABLES & CHARTS OF THE RESEARCH STUDY 55
o CONCLUSION OF THE RESEARCH STUDY 61
22 SALES PROMOTION OF FEMINA & FILMFARE 62
23 PROCESS OF PENETRATION FOR FEMINA & FILMFARE 64
24 SUGGESTIONS 70
25 EXTRA ACTIVITIES 71
26 BIBLIOGRAPHY 72
27 QUESTIONNAIRE 73
1
EXECUTIVE SUMMARY
The final project at The Times of India, Rajkot was very

informative and knowledge giving.
We have done Research Study on the Retention ratio of

Subscription for Femina & Filmfare. The Research Study was
confined to Rajkot City with a sample size of 200.we have
primary data through questionnaire. We have also been provided
the data bank which we have used as secondary data.
At the end of the Research study we have come to the

conclusion that 71% of the previous Year’s subscribers wanted
to subscribe once again and also got the suggestions from the
subscribers.
After doing Research we penetrated one year subscription for

the Femina & Filmfare magazines in the Rajkot City through
personal selling.
There were some limitations also of our Research study.
All the suggestions and findings might prove important to The

BCCL and helpful to increase the penetration and awareness of
Femina & Filmfare.
2
PREFACE
In today’s era of cut-throat competition MBAs are sure to have

an edge over their counter parts.
During Post Graduation in Business Administration program,

students come in direct contact with the real corporate world
through Industrial Training. An MBA program provides its
students with an in-depth study of various managerial activities
that are performed in any organization.
A detailed research/analysis of managerial activities conducted

in various departments like finance, marketing, human
resources, production, credit management department, etc. gives
the student a conceptual idea of what they are expected to
manage, how to manage and how to obtain the maximum output
through minimum inputs of resources available and how to
minimize the wastage of resources.
As a PGDBM student, I have taken my industrial Training in

Bennett, Coleman & Co. Ltd. – The Times of India-Rajkot
Branch.
3
Why media matters?
All our images, impressions, influences, idols & ideas as

children and grown ups have been influenced by some media or
another. Books, comics, television, hoardings, radio, films,
magazines, newspapers, and internet-they are the things that
bring new ideas, exciting discoveries or new people into our life.
That is why media matters; because by touching our lives it

generates roughly Rs. 246 billion in revenues and employees
several million people. Since it is such a staple of our lives,
media is one of the most exciting industries in India today.
Films, music, news, cricket, and other events all keep increasing
the demand for more media and vice versa. News, for example,
has been some phenomenal changes in the recent past. We can
now get it live on television, on the internet and on the mobile
phone through SMS.
The Indian media business is today more vibrant and happening

than those in developed markets for two reasons:
 First, because we are a large, young market that

consumes huge amount of information and
entertainment. The experience of internet and mobile
phone companies gives startling proof of them.
 Second, we have a large base of professionals,

artistes and filmmakers who will eventually from the
base for exporting large amounts of entertainment
and media products. India animation firms like Crest
or Pentamedia do work for global majors. On the
other hand our creative people, like Shekhar Kapoor
4
or A.R. Rahman, Amitabh Bachchan, Naseeruddin

Shah or Om Puri are well-know manes on the global
circuit.
That is why media matters, it matters to Indian as a consume

class because of the sheer power and influence it has. The
images that you see on Aaj Tak or Star News or the analysis in
Outlook or the investigation by Indian Express are the most
powerful mind stimulants.
5
PRESS
IN THE BEGINNING WAS THE WORD, AND THEN

THERE WAS THE NEWS.
Newspapers are among the oldest of services, yet they come up

with a new act every morning. He Newspaper business works in
a cauldron of contradiction. Its life breadth is today but it must
be informed by the past, state the implication for the tomorrow
and be prepared to answer for its analysis at any time in future.
Driven by the Consumers in this buyers market the newspaper

must shake up a cocktail of politics, business, society and
entertainment. It must condense 24 hrs into 20 minutes that the
reader will devote to the newspaper. It must bring excitement to
the mornings and provide treasure of reading.
GUIDING PUBLIC OPINION BY HAND IT MUST

NEVER LOOSE ITS HEAD
In the 90’s industry grew, and learnt to come to grips with

another revolution that threatened to short circuit it even as it
sought to plug India into the global market. The liberalization of
the economy gave business a power that could impact to politics
as never before.
6
Industry analysis & Position of organiasation
INDIAN PUBLISHING* Revenue

(Rs. Crore)
Bennett, Coleman and Company (BCCL) 1,808
Jagran Prakashan 500
The Hindu 453
Eenadu 418
HT Media 418
Living Media India 324
Malayala Manorama 305
Dainik Bhaskar 300
Indian Express Publication (Mumbai) 250
Matrubhumi 152
Express Publications (Madurai) 121
7
Sakal Group 120
Deccan chronicle 116
Mid-Day Multimedia 93
THE TOP 10 DAILIES*
NAME CIRCULATION READERSHIP
Dainik Jagran 19, 10,562 1, 64, 03,000
The Times of India 18, 81,943 70, 98,000
Dainik Bhaskar 14, 04,794 1, 34, 22,000
Malayala Manorama 13, 09,052 92, 07,000
Hindustan Times 11, 07,390 31, 54,000
Eenadu 10, 39,276 81, 11,000
Anand Bazar Patrika 10, 35,703 51, 18,000
The Hindu 9, 89,157 27, 43,000
Lokmat 8, 84,411 72, 84,000
Rajasthan Patrika 8, 04,043 59, 12,000
8
INDIA’S TOP MEDIA COMPANIES
RANK COMPANY BUSINESSES

1 Bennett & Coleman Publishing, events, music, radio mirchi
2 Star India Television and radio broadcasting
3 Zee Telefilms Broadcasting, cable
4 Eenadu Publishing, Television & Broadcasting
5 Sony Entertainment Broadcasting
Television
6 Hindustan Times Publishing
7 The Hindu Publishing
8 Sun TV Television, Radio, Cable
9 Prasar Bharti Radio & Television Broadcasting
10 Malayala Manorama Publishing
11 The Indian Express Publishing
12 Dainik Bhaskar Publishing, Cable
*SOURCE:
BUSINESS WORLD
28 MARCH, 2005
9
PROBLEM OF THE INDUSTRY
Every industry is affected by one or other problems, which

effect its growth and force to develop new and new strategies
and monitor the environment of the industry to maintain the
position in the market. So the problems, which are affecting the
newspaper industry, are: -
 New companies are entering the market.
 Globalization can bring foreign media houses to enter in

India and affect the Indian publishers.
 Change in technology makes the companies to update their

printing process, which may prove expensive to the
companies.
10
 Low literacy among the citizens of the country affects the

industry as the People cannot read the newspapers due to
illiteracy and only 30% of the market is covered by the
newspaper industry so still more amount of potential is to be

tapped by the companies.
 Low awareness for necessity to read newspapers is also one

of the problems of the industry.
 Many new medias like TV and magazines have come up

which provide the same information as the newspaper and
updated so people are more inclined towards these mediums
and this effects the industry.
11
FUTURE SCENARIO OF THE INDUSTRY
All our images, impressions, influences, idols and ideals as

children and grown ups have been influenced by some media or
another. Books, comics, TV, hoarding, radio, films, magazines,
newspapers, the internet- they are the things that bring new
ideas, exciting discoveries or new people into our lives. News
for example, has seen some phenomenal change in the recent
past. You can now get it live on TV, on the Internet and on the
mobile phone through SMS.
The Indian media business is today more vibrant and

happenings than those in developed market for 2 reasons.
1. We are a large, young market that consumes amount of

information and entertainment. The experience of Internet
and mobile phone companies gives starting proof of that.
12
2. We have large base of professionals, artistes and

filmmakers who will eventually from the base for
exporting large amounts of entertainment and media
products.
13
HIGHLIGHTS
Name of the unit : The Times of India
Address of the unit : BENNET, COLEMAN & CO. LTD.
Sterling Apartments, Jawahar Road,

Rajkot 360001
.
Registered Office : The Times of India,
Daryaganj, Delhi
Head Office : The Times of India,

D N Road, Mumbai
Established Year : 1838
Form of Organization : Limited but not public listed, as major

Shares are with Jain family, it can be
Called Proprietary Concern.
Size of Organization : Large Scale Industry
Promoter : Bennett & Coleman
Banker : HDFC
Chair Person : Mrs. Indu Jain

14
Vice Chairman : Mr. Sameer Jain
Managing Director : Mr. Vineet Jain
A BRIEF HISTORY
15
The first edition of The Bombay Times and Journal of

Commerce, later to be called The Times of India, was launched
in Mumbai in 1838. After several years of changes evolution
and growth in the paper’s character, Bennett, Coleman & Co.
Ltd., the proprietors of The Times of India Group, was
established with the principle objective of publishing
newspapers, journals, magazines and books.
16
Today, Bennett, Coleman & Co. Ltd. is India’s largest media

house. The Times Group is a multi-edition, multi-product, multi-
media organization, and to credit several leading publications.
Among the publications are the Times of India, The Economic
Times, Navbharat Times, Maharashtra Times, Femina &
Filmfare. The Group also has interest in the entertainment and
media industry in the form of Radio Mirchi, Planet M, Times
Music and Times Multimedia and Times TV. Recently Times TV
has launced channel ZOOM.
STORY OF THE TIMES
1838 The Bombay times and the Journal of commerce

with Brenann as editor, published on Wednesday and
Saturday
1839 George Buist is new editor
1850 Converted into a daily
1852Absorbs The Bombay standard and Bombay telegraph

courier
17
1857 Buist ousted after proposing harsh and bloody

reprisals against Indians was following the revolt
1857.
1860 Bombay Times aggress to sell Reuters in India
1861 Name changed to The Times of India and editor as

Robert Knight
1890 Editor Henry Curwen buys The Times of India in

partenrship With Charles Kane
1892 Bennett becomes the editor, joins with

Coleman to form a joins with colman to for a
joint Stock company Bennett Coleman &
Company
1907 First price war Decrease from 4 annas to 1 anna and

circulation Rises by 5 times
1946 Ramkrishna Dalmia buys for Rs. 2 Crore

1950 Son in law Shanti Prasad Jain gets BCCL as dowry,
Delhi Edition launched, K. Gopalswami first Indian
editor
1952 Filmfare launched
1959 Femina launched
1961 The Economic Times launced
1972 Illustrate weekly launced
1984 Sameer and Vineet joined BCCL
18
1986 Arun Shourie becomes the new editor after Girilal

Jain
1991 BBC feature The Times of India among world’s 6

great newspaper
1993 BCCL starts producing Television software
1996 The Times of India crosses 1 million mark in

circulation
1998 BCCL enters music software with Times music
1999 Indiatimes.com launched, BCCL wins bid for 12 FM

channel,BCCL, enters music retail business with
Planed M
2000 The Times of India crosses 2 Million in circulation
2001 Kandivali press was awarded the global ISO 9001-

2000 certificate. It was the first company to receive
this honor.
SIZE & FORM OF ORGANIZATION
In every country, Government adopts different polices in

measuring the size of the unit. The Indian Government has
adopted the basis of investment to measure the size of a business
firm.
The unit can be divided into three categories:
 Small Scale Industry

 Medium Scale Industry
19
 Large Scale Industry
The unit having investment up to 3 crore is known as Small

Scale unit. The unit having investment between 3 crore to 5
crore is known ass Medium Scale unit. The unit having
investment more than 5 crore is the Large-Scale unit. So The
Times of India comes under Large Scale category.
The business can be mainly classified under:
 Sole Proprietorship
 Partnership Firm
 Joint Stock Company
 Private Limited Company
As The Times of India is Limited but not Listed Company, and

the whole business is handled by shareholders. Major shares
owned by family members. So it can be said that The Times of
India is a proprietorship firm.
AWARDS AND ACHIEVEMENTS IN

ADVERTISING
What does it take to collect trophies for outstanding campaigns

years after years? Is it the copy, the picture the media mix?
What’s the note that commands a standing ovation at award
functions the world over?
The answer is simple – It is the piece of communication that

touches a chord that wins. The Times of India campaigns are a
perfect example of this fact. It has always been able to reach out
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to every man – from the one on the streets to the one in the ivory
tower. The reach defines the demographic profile. The
campaigns have spanned the celebration of life. Whatever it is
but the common thread is the distinct style. The group has gone
to win award after ward for print television commercials and
even the radio sports. Both at the national and the international
level, the group has continued to leave an indelible mark on the
advertising fraternity.
The awards received by the group are as follows:
1. “The Masthead of India” campaign bagged 2 bronze

Clio award, the most prestigious in advertising
industry.
2. The corporate campaign of “50 years of Freedom”

which has stirred deep emotions of pride, happiness
and patriotic joy bagged an Abby gold.
3. The Times of India is the official Cannes

representative in India.
4. ‘Silver’ for the campaign for the year at Asia Pacific in

the year 1999.
5. ‘Gold’ for the campaign of the year at AAAI in the

same year.
6. A Gold Abby for the best continuing campaign and

silver for the advertiser of the year and the showcase
of the year in the year 2000.
21
7. A Gold Abby for Navbharat Times Evil eye campaign

in the year 2001.
8. A Silver for its Maharashtra Times single press

campaign at Abby 2002 and four joint silvers for
Navbharat Times and The Economic Times for
corporate excellence.
The group has on its shelves a proud display of the various

awards: London International Advertising Awards, A & M
Awards, Aaren Awards…. And the list goes on for the group.
FUTURE PLANS OF THE COMPANY
22
As already the company is a very big conglomerate with variety

of businesses, but right now also the BCCL group is planning
for:
 4channels on TV
 Financial portal providing financial solutions ranging from
personal, auto and home finance to short loans.
 Even an exchange for financial products like Credit cards.
 The Company is planning for an Indian edition of Wall street
journal.
 The Company is also planning to have JV with BBC for
magazines and events.
VARIOUS DEPARTMENTS OF BCCL
23
BCCL
PRODUCT MARKETING SUPPORT
EDITORIAL RESPONSE FINANCE
SYSTEM
PRESS RMD HR
Most of the functional activities are centralized. At Rajkot

(Sub Office) only four departments are based there i.e.
 Response
 RMD
 Editorial
 Times TV (ZOOM)
RESULTS AND MARKETING DEVELOPMENT

24
RMD PHILOSOPHY OF BCCL :
“WE ARE IN THE BUSINES OF ADVERTISING.

OUR PRODUCT IS AUDIENCE.
THE MOST IMPORTANT FUNCTION OF RMD IS TO
GENERATE QUALITY/RELEVANT AUDIENCE.
FOR US AUDIENCE IS PEOPLE WITH
 LIFESTYLE
 ASPIRATION
 DISPOSABLE INCOME
WE DELIVER THIS AUDIENCE TO RESPONSE WHO
SELLS IT TO ADVERTISERS.
ALSO WE BELIEVE MAINTAINNING QUALITY IN
ADVERTISERS.”
HIERARCHICAL STRUCTURE OF THE RMD DEPT. AT

THE TIMES OF INDIA
25
Director
Vice President
General Manager
Chief Manager
Senior Manager
Manager
Assistant Manager
Senior Officer
Officer
Executive
Trainee
PORTFOLIO OF BCCL
26
The Times
The of India
Economic Times
Times Music
Navbharat
Times Planet M
BCCL
COMPAN
Y
Maharashtra
Times Femina
Filmfare Times FM
Indiatimes.
com
27
28
THE TIMES OF INDIA is from Bennett & Coleman Co.

Ltd. It is a 160-year-old publishing house. It is world’s 10th
largest publishing house and country’s best selling English
newspaper. From November 3rd 1938 it has been a symbol of its
times. The first editor of Times is Dr. J.E.Brennan.
The Times of India is India's largest selling daily.
It is also the largest quality English daily worldwide.
Since its inception in 1838, The Times of India has

established for itself a strong identity as a credible and widely
respected daily. Its factual reporting and balanced views have
made it the true view of the people of India.
In 1991, the BBC selected The Times of India as one of

the world’s six greatest newspapers.
29
The Times of India is published in nine editions from

Mumbai, New Delhi, Bangalore, Ahmedabad, Calcutta,
Hyderabad, Pune, Lucknow and Patna. It has a total readership
of more than five million all over India, making it a truly
national newspaper.
Among its readers are decision-makers, business leaders,

government executives, politicians, trendsetters, the
intelligentsia and the affluent. The Times of India: Not just a
newspaper, an Institution.
 160 + year brand
 Largest circulated English publication in the world
 India's largest read and circulated daily India's foremost

English daily with 9 main editions, TOI - Mumbai, TOI -
Delhi, TOI - Bangalore, TOI - Kolkatta, TOI - Pune, TOI -
Hyderabad, TOI - Lucknow and TOI - Ahmedabad.
 On January 22, 1996 The Times of India became the first

media house in the country to offer advertising agencies
access to an all encompassing software package for
30
advertising space reservation, scheduling, billing and

credit reservations 21 lakh plus copies printed everyday
 Reaches nearly 56 lakh plus readers every morning
 Adds 1600 new readers everyday
 Reaches 31 percent of all English daily newspapers
 More than half of TOI readers belong to SEC A
 8 out of every 10 TOI readers belong to SEC B
UNCOMMON LAXMAN:
A paper of record. Reportage, analysis, about 3 million

miles of newsprint used annually. And a front – page cartoon,
which is only single – column wide and 5 cm deep, but which
can hold its won with all these strengths of the paper. The
31
legendary cartoonist R.K.Laxman is a national treasure, yes, but

valued most of all in The Times of India building itself.
A collection of Laxman’s cartoons, ‘The Eloquent Brush’,

joined seven of the other lavish books published by The Times
on its 150th anniversary. In India’s golden jubille year, Laxman
also completed 50 years with the paper. A portfolio of his
amazing contribution too marked this occasion, ’50 years of
Independence through the Eyes of R. K. Laxman’.
Laxman’s common man has become an icon of The Times

of India. And its metaphor: both represent an uncommon genius
in retaining the common touch.
32
THE ECONOMIC TIMES
The Times of India had always been the first paper of the
country’s movers and shakers, and since nothing moves and
shakes with greater impact than business, on March 5,1961,
Bennett Coleman & Company Limited launched THE
ECONOMIC TIMES, devoted exclusively to this powerful
driving force. In the very first decade, The Economic Times had
to prove that it had what it took to guide business through the
country’s most hazardous economic minefield since
independence. It is now ranked in terms of circulation among
top 3 business dailies in the world. The Economic Times, along
with India, moved into the global arena, becoming compulsory
reading for anyone hoping to tap into what Morgan Stanley
33
anointed as ‘The best Market in the World’. It has kept its

balance through the heady ride, never forgetting the philosophy
of its founder Shanti Prasad Jain, That ‘there is always the other
side of the economic issue.’
Today, ET has moved out of the specialist domain of an

exclusive business paper to a complete paper. It has value
additions, Corporate dossier and Brand Equity, extend its
reach, bridging executive office and lifestyle. ET has started
with Brand Equity quiz in 1991 at Bangalore and it has spread
from 20 teams to 429 teams in the year 2000. The teams were
from Banks, Mutual funds, IT companies besides advertising
agencies. There is The Economic Times intelligence group
(ETIG) which has always tried to provide value-added services
to the readers. It aims to offer quality research through reader
friendly books, CD – ROMs, B2B magazines and the website
www.eintelligence.com.
The group has released, among others, a knowledge series

on investment, Retail, Entertainment and Health, each one
targeting a specific segment of the business community. The
Economic Times Awards for Corporate Excellence is the one
event that brings the best and brightest minds of corporate India
together at one venue. These awards were instituted in 1998 to
34
honor Men, Women and organizations that have made a

fundamental difference to the way business is done.
SWOT ANALYSIS OF THE TIMES OF INDIA & THE ECONOMIC TIMES
STRENGTH: WEAKNESS:
 Largest media conglomerate in India.  Language is a barrier to increase
 2nd largest business daily of world. visibility and availability.
 No competition from 2nd compet.  At some places the marketing strategy
 Very efficient media and marketing is not effective.
strategy.
 Superior print quality.
 Very strong brand equity.
OPPORTUNITY: THREATS:
 Tremendous opportunity to penetrate  Indirect competition from Business
untapped and unaware market. magazines.
 Opening up of Indian economy has  Increasing number of satellite news
created vast opportunities in the field channels.
of media and publishing.  Indirect competition from business
supplements of general newspapers.
35
A newspaper house is like a product if it’s not fresh its

dead:
In 1988, the 150th year of times it had moved to Kandivali,

a suburban location in Mumbai, which is sprawled of over 14
acres, the state – of – art press of The Times of India unleashes a
daily Tsunami of 70,000 copies of a 48 page paper or 1,40,000
copies of a 24 page paper in an hour.
The people who wrote for times were legends from

Winston Churchill, Adolph Hitler, Vikram Sarabhai, to Sunil
Gavaskar, Indira Gandhi, J R D Tata, Mahatma Gandhi and the
list goes on and on.
36
Femina
Gender has been on the agenda of India's change, with as

far - reaching an impact as its economic overdrive. Femina has
mapped that evolution in all its manifold dimensions ever since
the first copy rolled off the press.
The fortnightly magazine did not merely respond to the

new Indian woman, it played a dominant role in creating her.
It has resisted the trap of shrill feminist war mongering and

refused to succumb to air - headed frivolity. It revels in serious
debate as much as in sinful desserts. It balances ambition and
tradition. It attends a client meeting or that of the PTA. It dresses
up and gives a dressing down.
37
Mission
To meet to the needs, expectations and interests of
generation w……. the women of tomorrow.
Year of Launch
1959
Milestones and Achievements
 Forty + years of existence

 Femina Miss India Contests & multiple victories.
 Annual Issues
 Special features
CIRCULATION
1,22,200 (ABC JD 2004)
BRIEF INFORMATION
 Fortnightly.
 4 split runs - Mumbai / Pune, Delhi, Kolkata, South
 India's largest read and circulated women's magazine
 Controls 43 percent of the combined woman oriented

magazines
38
 49 percent of these readers live in the country's 8 metros
 50 percent of the readers belong to the age group 20 to 34

years
 42% of the magazine readers belong to SEC A and B
 Femina has been a companion to the Indian women

through her journey from being the submissive housewife
to becoming the independent decision-maker.
 Besides dealing with issues related to women make up

tips, fashion, recipes, child care, accessories and handy
tips aid the multi faceted Indian women
 Femina Girl's aimed to split the 15 - 19 years old girls was

launched in 2002 as a monthly and is present in 8 metros,
Mumbai, Delhi, Kolkatta, Chandigarh, Bangalore,
Hyderabad, Pune and Ahmedabad ·
 Reader profile is an extension of the Femina reader - SEC

A and B and mostly living in Metros ·
 Successful brand extensions like the Femina Miss India

Contest, Femina Clothes Show and Femina Bridal Show
help integrate the brand with the dynamic woman of today
39
SWOT ANALYSIS
OF
FEMINA
STRENGHTS:
 A magazine- which is totally devoted to women.
 Its coverage- the aspects like fashion and beauty,
relationships, health, self-development etc.
 Its look- Indian in spirit but international in outlook and
presentation.
 Its content- as it provides a wide-angle view of the Indian
women’s world.
WEAKNESSES:
 Its language – English language is a barrier especially in
sauarashtra and kutch region.
 Its target people – it is targeting to the upper middle and high
class of the society. Its content includes fashion & beauty that
can be said for the high class & upper middle class people
only. So the lower middle and lower class people would be
feeling separated from the product.
40
OPPORTUNITY:
 As one of the considerable limitations of the magazine is its
language, it could be launch in other local & Hindi languages.
By this way an untapped market of saurashtra and kutch can
be covered.
 New articles can be included for the lower & lower middle
class people of the society.
 Detailed and informative content is also another aspect that
can be made much more impressive.
THREATS:
 More and more channels on television are launching in this
days on fashion and beauty so they are satisfying needs of the
people for the same.
 Newspaper war introduces more and more supplements with
their mother copy so people are fulfilling their needs.
 Government increases FDI upto 26 % so the foreign
businessman will also enter in this segment of the media
industry.
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FILMFARE
Nothing powers popular culture like the Hindi film. It is

the only products with a pan - India market: the one arena that
transcends differences of language, region, religion, class,
gender and age.
It's the largest film industry in the world and its superstars
are household names in homes that don't speak a word of Hindi,
even among people who know nothing else about India.
42
In India, a country where films influence almost everyone,

Filmfare has taken its own influence on the industry very
seriously.
Mission
To bring out a film-based magazine that gives out the latest news
about the happenings in the film industry.
Brief Information
 Launched in 1952 to satisfy the need to familiarize the cine
stars to their multitudes of adoring fans.
 India’s largest read Film magazine
 Second largest read English magazine in India
 Monthly magazine. 6 split runs – Mumbai / Pune, Delhi,
Kerala, Tamil Nadu, Hyderabad, Karnataka.
 Dramatically changed in 1992 to make it self more
contemporary, colourful , stylish & reader friendly
 Added the revolutionary free products samples with it’s
issues that delighted both advertisers and readers alike.
 Filmfare award, a brand extention that is not only successful
but also a brand in it self.
Circulation
1,35,288 (ABC JD 2004)
43
Milestones & Achievements
 Fifty years of existence - which goes to show the popularity

and acceptance of the magazine by the readers.
 Filmfare awards - The widely recognized, acclaimed and

star studded event graces the best in the industry with
awards year after year. This year the awards donated its
proceeds for the rehabilitation of the quake ravaged Gujarat.
 Annual issues - The Filmfare Annual Issue is brought out to

celebrate it's anniversary ever year which makes delightful
reading with great pictures.
 Special features - like the Filmfare Cookbook and Women

of 98 etc. – are special issues addressing specific topics that
are of interest and arouse the curiosity of readers are brought
out on a regular basis
Shared values
 Unbiased reporting - covering both point of views in any

story.
44
 To cater to the needs and expectations of the readers

through:
 Carrying news based stories.

 Writing features that are short and make easy and enjoyable
reading.
Expected behavior
 Alertness – journalists are expected to have their ears to the

ground in order and to cover the stories from a
unique/different angle.
 Conscientious - The staff is expected to be hard working

and dedicated.
 Regular –In terms of timely reporting of stories and also

attendance.
 Ability to deliver copy on time - meeting deadlines is
 crucial and critical to the business therefore sticking to set

timelines is expected from the staff.
45
SWOT ANALYSIS
OF
FILMFARE
STRENGHTS:
 A magazine- which is totally devoted to bollywood.
 Its coverage- it gives information of bollywood with gossip
and real life story of stars.
 This magazine creates a brand in Film industry by their award
that is like Oscar for bollywood.
 Filmfare is the most authentic magazine on bollywood issues.
 Attractive price skims.
WEAKNESSES:
 Its language – English language is a barrier especially in
sauarashtra and kutch region.
 Its target people – it is targeting to the upper middle and high
class of the society. Its content includes fashion & beauty that
can be said for the high class & upper middle class people
only. So the lower middle and lower class people would be
feeling separated from the product.
 It covers only bollywood-related news and information so
reader can’t get any other information from this magazine.
46
OPPORTUNITY:
 As one of the considerable limitations of the magazine is its
language, it could be launch in other local & Hindi languages.
By this way an untapped market of saurashtra and kutch can
be covered.
 It can be launched twice in a month.
 Detailed and informative content is also another aspect that
can be made much more impressive.
THREATS:
 More and more channels on television are showing now
programmes related to bolloywood so they are satisfying
needs of the people for the same.
 Newspaper war introduces more and more supplements &
special articles of bollywood with their mother copy so
people are fulfilling their needs.
 Government increases FDI upto 26 % so the foreign
businessman will also enter in this segment of the media
industry.
47
CURRENT TRENDS OF MAGAZINE

INDUSTRY IN INDIA
The National Readership Study 2005 (NRS-2005) is

anything but only a readership survey. In the process of
measuring who reads what in India, the survey has given the
advertiser and media industry a much closer look at their
changing consumer and the growth in all the other mediums.
The survey reveals that the penetration of colour television
makes the growth rate of satellite and cable industry very high.
However the trend from NRS 2005 shows newspapers yet

don’t have much to worry. In the last three years, if any thing,
the reach of press has increased from 179 million to 200 million.
The medium continues to grow, adding 21 million readers
between 2002 and 2005, where there are nearly as many as
urban readers (101 million), as there are rural (98 million) ones.
The time spent on the press medium itself has increased

over the years. Today, the average urban adult spends 42
minutes per day reading dailies and magazines and 1 hour 42
minutes watching TV. Three years back the average reading time
was 32 minutes and the average viewing time was 1 hour 40
minutes. This in effect means that print media has increased its
48
share of the day expanse. What cannot be missed in this entire

deal is that newspapers have driven the growth in the readership
base. The dailies readership base has increased from 155 million
in 2002 to 176 million. A key reason can be associated with the
fact that NRS 2005 has also recorded a literacy growth, despite
the stringent literacy definition of the ability to read and
understand any language. Literacy has risen from 62.5 % to
70.6%, growth coming more from rural areas than urban areas.
The NRS 2005 shows that magazine industry shown a

decline, with exception of magazines from the times group, the
India today group, Newsweek and so on. Much of the overall
fall can be attributed to not just the satellite growth but also the
fact that newspapers are increasingly serving the purpose of
magazines with the supplements.
In short, Newspapers have, on the whole shown a further

acceptance. What however cannot be missed is the fact in most
cases, only the large players like The Times group & The
Hindustan Times group have grown further. Most small players
have lost some ground.
Even as magazines on the whole show a substantial fall,

the ones that have managed to buck the trend are large
magazines like the Newsweek, Sportstar, India today, Femina &
Filmfare, Mayapuri and Saptahik Bartaman.
49
MEGAZINE SUPPLY
WOMEN'S ERA 125
FEMINA 310
COSMOPOLITAN 50
ELLE 50
FILMFARE 240
STARDUST 125
SOCIETY 50
The above chart and graph is supply of fashion magazines

in Rajkot city. One can clearly observed that the market share of
both The Times Group products Femina & Filmfare are far
higher than the other magazines. From above figures we can
conclude that despite the overall fall in the magazine industry
these two magazines are sustaining their position in the entire
market.
50
RESEARCH METHODOLOGY
RATIONALE OF THE STUDY:

 The research will be very effective to find the reading habits
of the Rajkot City at large.
 It will help us to know the brand awareness of Femina and
Filmfare in the industry.
 It will help us to know the factors for retention of
subscription of Femina and Filmfare.
 It will give an insight for increasing the penetration of
Femina and Filmfare.
RESEARCH PROBLEM:
Femina and Filmfare are the India’s largest selling
magazines in its category. Even in the Rajkot city they are no.1
in its category. However due to other local language magazines,
they are facing a challenge in the local market.
The research problem is mainly “concerned with the
identifying the factors for the subscription” of Femina and
Filmfare among the citizens of Rajkot City. And also what are
the different means to penetrate the subscription or promote the
sales.
51
In the project, we have tried to identify how to increase

the penetration of the Femina and Filmfare among the different
readers of the Rajkot City. This research was mainly concerned
to the present subscribers by different criteria like age and
income group, occupation and qualification of the readers, the
other probable readers etc. this also include the feedback of the
readers about the article of their interest as well as the changes
they want. We will also try to find out major reasons of why
subscriber wants to stop subscribing.
RESEARCH OBJECTIVE
 To study the retention ratio of previous year’s subscribers at

Rajkot city.
 To study the brand preference of Femina & Filmfare
magazine in the magazine category.
 To study the reading habit.
 To study the market size of magazine in Rajkot City.
 To take suggestions from respondents to increase the
penetration of Femina & Filmfare.
HYPOTHESIS:
52
The retention of subscription ratio will be positive at the end of

our research study.
STRATAS
Sampling is done in systematic sampling manner.
The stratas are as under:
 Professionals
 Students
 Consultants
 House Wife
 Business professionals
 Salaried
SAMPLING PROCESS :
 Sampling Universe : Rajkot City

 Sample Size : 200
 Sampling procedure : Systematic Sampling
SOURCES OF DATA
53
The sources of data are: -

 Primary Data : -
Primary data consists of original information gathered for
this specific purpose.
 Secondary Data : -
Secondary data consists of information that already exists
somewhere and have been collected for some other purpose. It
gives low cost and ready availability of the data to the company.
Here secondary data is through internally sources of the
company from sales figure, data bank of the respondents etc…
companies generally rely on both sources of data.
RSEARCH INSTRUMENT
The research instrument in this study is a structured

questionnaire to be filled by the respondents. The questions are
both open-ended and close ended to have a free opinion from
the respondents.
LIMITATIONS OF THE STUDY

54
 The respondents may not give correct answers due to

personal bias.
 The sample size of 200 is very limited. It is around 33% of
the total subscriber of the Rajkot City. So the accuracy in
analysis cannot be achieved.
 The research is limited to only to Rajkot City so there is a
limitation of area for an appropriate analysis.
 As we are not the expertise in this field, the results may not
be as perfect as it should be for the company to take any
action related to this problem.
55
TABLES & CHARTS OF THE RESEARCH STUDY
PROPORTION OF MALE & FEMALE READERSHIP
GENDER TOTAL
MALE 78
FEMALE 122
PROPORTION OF MALE AND FEMALE READERSHIP
MALE, 78, 39%

MALE
FEMALE, 122, 61% FEMALE
Above chart and table shows the proportion of male and female
readership for both Femina & Filmfare magazines. 61% of total
sample size is the female, which is 122 in numbers, and the
remaining 39% are female.
So one can conclude that female readers are more used to read
the Femina & Filmfare magazines than male.
AGE GROUP OF READERS

56
AGE GROUP TOTAL

UP TO 20 10
21 TO 35 118
ABOVE 35 72
Above chart and table shows the age group of readers for both
Femina & Filmfare magazines. 59% of total sample size are the
between the age group of 21 to 35, which is 118 in numbers, and
the 36% are above 35 age & the remaining 5% are below 20
age.
So one can conclude that readers between age group 21 to 35 are
more used to read the Femina & Filmfare magazines than any
other group.
And it was also concluded in NRS 2005, survey held in
May-2005.
QUALIFICATION OF READERS
57
QUALIFICATION TOTAL
B.GRAD. 26
GRAD. 132
P.GRAD. 42
Above chart and table shows the educational qualification of

subscribers for both Femina & Filmfare magazines. 66% of total
sample size are only graduate, which is 132 in numbers, and the
21% are postgraduate & the remaining 13% are below graduate.
So one can conclude that proportion of graduate readers are

more than any other group.
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MARITAL STATUS OF SUBSCRIBERS
Among 200 respondants 162 are married and 38 are unmarried.
So magazine subscriber ratio of married: unmarried is 81:19
It is obvious that married subscribers are more because age

group of 21 to 35 is the higest age group subscriber.
59
OCCUPATION OF SUBSCRIBERS
OCCUPATION TOTAL
CONSULTANT 20
STUDENT 22
SALARIED 26
HOUSEWIFE 50
BUSINESS 82
Above table & chart show mainly five occupational groups

which we have seen in our reasarch study.
Among them highest is 41%, which are The Business class
because we include proffesionls like hairdressers & beauticians
in business class. And the lowest is 10%, which are consultants,
60
which includes Doctors, CA, Engineers, etc… who generally get

the less time for leisure reading.
RENEWAL RATIO OF THE SUBSCRIBERS
RENEWAL TOTAL
YES 142
NO 58
Above chart and graph shows that 71% of previous year

subscriber want to renew the subscription in the next year.
Which is a very positive finding for magazine industry.
61
CONCLUTION OF THE RESEARCH
The conclusion from this research could be derived by checking

the hypothesis, which are assumed for this research.
In our research study we have derived the subscription retention
ratio of 71% which is positive for any industry. So we accept our
hypothesis and our research becomes significant.
62
SALES PROMOTION OF FEMINA & FILMFARE
Sales promotion, a key ingredient in marketing campaigns,

consists of a diverse collection of incentive tools, mostly short
term, and design to stimulate quicker or greater purchase of
particular products or services by consumers.
Purpose of Sales Promotion: Sales promotion tools vary in

their specific objectives. A free sample stimulates consumer
trial, where as a free management advisory service aims at
cementing a long-term relationship with a retailer. Sellers use
incentive type promotions to attract new triers, to reward loyal
customers, & to increase the purchase rates of occasional users.
Sells promotions often attract brand swithes, who are primarily
looking for low price, good value, or premiums.
Any producer can penetrate their product through five

common communication platforms, which are:
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
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5. DIRECT MARKETING
MAJOR SALES PROMOTIONAL TOOLS:

 DISCOUNTS
 FREE SAMPLES
 CASH REFUND OFFER
 COUPONS
 PREMIUMS ( GIFTS )
 PRIZES
 FREE TRIALS
 PRODUCT WARRANTIES
64
PROCESS OF
PENETRATION
FOR
FEMINA & FILMFARE
MAGAZINES
65
66
67
First of all we have done the research study of RETENTION

RATIO OF PREVIOUS YEAR SUBSCRIPTION. And by this
research study we have found that there are more than 70% of
previous year subscribers who want to re subscribe.
So we have used the one of the tools of SALES PROMOTION
with the combination of PERSONAL SELLING to penetrate the
FEMINA & FILMFARE in the market of Rajkot City.
With the help of 50 % discount scheme, one of the
PROMOTIONAL TOOLS, we have covered the untapped
market. And due to time constraint we could not apply another
promotional tools.
PRODUCT : Filmfare & Femina Magazines

TARGET : 50 (FIFTY) New Annual
Subscriptions
TIME ALLOWED : 1.5 month
MARKET : Rajkot
BRIEF PRODUCT
INFORMATION :
FEMINA
About : India’s largest Selling
women’s magazine in English started in 1959. Its primary
68
audince comprises of well educated, aware and career conscious

women, Fashion, Food, Beauty, Health, Self Development etc.
Are contents of the magazine.
FREQCUENY : 24 Issues per year i.e. 1 issue
every Forthnight
PRICE : Rs. 30 per issue
FILMFARE
About : India’s leading and the most
respected entertainment film magazine in English started in
1952. It covers all aspects of Hindi film industry.
FREQUENCY : 12 Issues per year i.e. 1 issue

per month.
PRICE : Rs. 35 per issue
SCHEME : 50% cash discount for annual
subscriber i.e. Rs. 360 for whole year’s FEMINA and Rs. 210
for whole Year’s FILMFARE
METHOD : -Visiting the random

prospect customers at their
own place.
-Make convinced for buying.
69
-Attract for annual

subscription showing
benefits.
-Collect money for the same
and send to Ahmedabad office
through Rajkot office.
ACHIEVEMENT : Generated the additional sale

of 52 (FIFTY-TWO) copies (ANNUAL SUBSCRIPTION)
within 15 working days.
Through subscription booking, new readers were kept in the

fold of Times Publication.
70
SUGGESTIONS
Though FEMINA & FILMFARE are enough good magazines in

quality and quantity of the content, there are some suggestions
given by respondents in our research study, which can be, taken
into consideration to increase the number of subscriber of the
magazines.
 Earlier there were some free gift schemes for subscribers but
presently it is not given so the free gift scheme can be re
launched to expand the number of subscribers.
It is targeting to the upper middle and high class of the
society. Its content includes fashion & beauty that can be
said for the high class & upper middle class people only. So
the lower middle and lower class people would be feeling
separated from the product, so there should be some articles
for all type of people.
 Both the magazine should be published in the Hindi language
so by that way company can capture more untapped market in
interior area of saurashtra and kutch, where people do not
aware much about English.
71
EXTRA ACTIVITIES
 We study the whole distribution channel of the company’s

product.
 We study the dealers & retailers channel and distribution
process.
 We had made a proposal for Femina & Filmfare to sell at post
office counter. Thus we have found out a totally new concept
of penetration.
 To increase brand awareness we have greeted 30 schools of
Rajkot City with bouquet and gave them best wishes for a
new academic Year.
72
BIBLIOGRAPHY
 A Book on THE TIMES GROUP.

 Business World magazine of 15 th may 2000.
 Impect of 13 to 20 may 2005.
 Marketing Management by Philip Kotler (11th edition)
 The Indian Media Business by Vanita Kohli.
 www.timesgroup.com
 www.thetimesofindia.com
 www.theconomictimes.com
 www.indiatimes.com
 www.filmfare.com
 www.feminaindia.com
 www.mediaindustry.com
 Times of India Newspaper.
 The Economic Times News paper.
73
QUESTIONNAIRE
RETENTION SURVEY OF FEMINA AND FILMFARE SUBSCRIPTION
Name :
Address:
Gender : Male Female Age :
Qualification: Occupation :
Income Group : Marital Status : Y/N
1. For which magazine have you subscribed?
Femina Filmfare Other (specify if any)
2. Since how long have you subscribed above magazine(s)?
3. What is the purpose of your subscription?(For Femina &

Filmfare)
Leisure reading To gain infromation
Customer’s facility Other (specify if any)
4. How much money can you spend to fulfil above subscription

purpose(s)?
Rs.
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5. How would you fulfill your above purpose(s) before

subscription?
Library member Not used to read
Retail purchase Other (specify if any)
6. Would you like to subscribe once again?
Yes No
If yes, why? :
If no, why? :
7. Any suggestion:
THANK YOU
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THE PENETRATION OF SUBSCRIPTION FOR FEMINA AND FILMFARE

SR. NO. PARTICULARS PAGE

03 WHY MEDIA MATTERS ? 04

05 PROBLEM OF THE INDUSTRY 10

06 FUTURE SCENARIO OF THE INDUSTRY 12

07 THE TIMES OF INDIA – HIGHLIGHTS 13

09 STORY OF THE TIMES 17

10 SIZE AND FORM OF THE ORGANIZATION 19

11 AWARDS AND ACHIVEMENTS IN ADVERTISING 20

12 FUTURE PLANS OF THE COMPANY 22

13 VARIOUS DEPARTMENTS OF THE BCCL 23

14 RMD – RESULTS & MARKETING DEVELOPMENT 24

16 THE TIMES OF INDIA 28

17 THE ECONOMIC TIMES 32

20 CURRENT TRENDS OF MAGAZINE INDUSTRY IN INDIA 47

o RATIONALE OF THE STUDY 50

o LIMITATIONS OF THE STUDY 54

o TABLES & CHARTS OF THE RESEARCH STUDY 55

o CONCLUSION OF THE RESEARCH STUDY 61

22 SALES PROMOTION OF FEMINA & FILMFARE 62

23 PROCESS OF PENETRATION FOR FEMINA & FILMFARE 64

The final project at The Times of India, Rajkot was very

We have done Research Study on the Retention ratio of

At the end of the Research study we have come to the

After doing Research we penetrated one year subscription for

There were some limitations also of our Research study.

All the suggestions and findings might prove important to The

In today’s era of cut-throat competition MBAs are sure to have

During Post Graduation in Business Administration program,

A detailed research/analysis of managerial activities conducted

As a PGDBM student, I have taken my industrial Training in

Why media matters?

All our images, impressions, influences, idols & ideas as

That is why media matters; because by touching our lives it

The Indian media business is today more vibrant and happening

 First, because we are a large, young market that

 Second, we have a large base of professionals,

or A.R. Rahman, Amitabh Bachchan, Naseeruddin

That is why media matters, it matters to Indian as a consume

IN THE BEGINNING WAS THE WORD, AND THEN

Newspapers are among the oldest of services, yet they come up

Driven by the Consumers in this buyers market the newspaper

GUIDING PUBLIC OPINION BY HAND IT MUST

In the 90’s industry grew, and learnt to come to grips with

Industry analysis & Position of organiasation

INDIAN PUBLISHING* Revenue

Bennett, Coleman and Company (BCCL) 1,808

Jagran Prakashan 500

The Hindu 453

Living Media India 324

Malayala Manorama 305

Dainik Bhaskar 300

Indian Express Publication (Mumbai) 250

Express Publications (Madurai) 121

Sakal Group 120

Deccan chronicle 116

THE TOP 10 DAILIES*

NAME CIRCULATION READERSHIP

Dainik Jagran 19, 10,562 1, 64, 03,000

The Times of India 18, 81,943 70, 98,000

Dainik Bhaskar 14, 04,794 1, 34, 22,000

Malayala Manorama 13, 09,052 92, 07,000