PROJECT REPORT

ON
‘’Sales Promotion of Prabhat Khabar in Patna’’
AT
Neutral Publishing House Ltd., Patna

A REPORT SUBMITTED IN PARTIAL FULLFILLMENT OF THE REQUIREMENT FOR

THE AWARD OF BACHELOR OF BUSINESS MANAGEMENT
(B.B.M. 2nd Year)
FROM
PATLIPUTRA UNIVERSITY, PATNA

SUBMITTED BY
UNDER THE GUIDANCE OF
Bulet Kumar
Dr. R.K. Sharan Roll No: 05
Principal, Oxford Business College Reg. No.:- 202245700015
Jaganpura by Pass 90 feet, Patna-27 BBM 2nd Year
Session: - 2022-2025
 DECLARATION

I, Bulet Kumar, a student of BBM 2nd Year studying at

Oxford Business College, Patna solemnly declare that the

project work entitled- “Sales Promotion of Prabhat

Khabar in Patna’’ was carried out by me at Neutral

Publishing House Ltd., Patna. This programmer was

undertaken as a part of academic curriculum according

to the University rules and norms and by no commercial

interest and motives.

Place:
(Bulet Kumar)
Date:
 ACKNOWLEDGEMENT

I feel great pleasure for the completion of this project. At the very

Outset I would express my sincere thanks and deep sense of gratitude to

Personnel who helped me during the collection of data and gave me rare
and valuable guidance for the preparation of this report.

I am thankful to my project guide Dr. R.K. Sharan for giving me such

a wonderful opportunity to work with corporate as a part of my project

Work and constantly motivating right from the beginning.

I would also like to pay my thanks, respect and regard to Mr.

Navneet Sharma (Sr. Manager – Circulation (PCC Head Bihar) ‘Neutral
Publishing House Ltd., Patna’ for his supports and guidance during
my internship.

I take opportunity to thanks all my friends and also thank all people
who directly or indirectly concerned with this project. I also express my
gratitude to my parents who give a constant support and love throughout
my life and career.

(Bulet Kumar)
 CONTENTS
NUMBER TOPIC PAGE NO.
Title of the Project 1
CHAPTER 1
1.1 Company Profile 2-5
1.2 Board of Directors, Achievements &
Awards

CHAPTER 2
2.1 Objective & Scope of the study 6
2.2 Research Methodology 7-8
2.3 Limitations of study 9
CHAPTER 3
3.1 Sales Promotion 10-13
3.2 Marketing & Marketing Strategy 14-17
CHAPTER 4
4.1 Data Analysis & Interpretations 18-33
4.2 SWOT Analysis 34
CHAPTER 5
5.1 Conclusion 35
5.2 Suggestions 36
Annexure
Questionnaire 37-39
Bibliography 40
 Sales promotion of Prabhat Khabar News Paper in Patna

TITLE OF THE PROJECT

“Sales Promotion of Prabhat Khabar News Paper
in Patna’’

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 Sales promotion of Prabhat Khabar News Paper in Patna

CHAPTER -1
1.1 COMPANY PROFILE

Name: Prabhat Khabar

Founded: 1984

Founder: Hari Shankar Singhania

Headquarters: Ranchi, Jharkhand, India

Ownership: Prabhat Khabar Printing & Publishing Ltd. owns

Prabhat Khabar, which is part of the Prabhat Group.

Description:
Prabhat Khabar is a Hindi-language daily newspaper that
primarily serves the states of Bihar, Jharkhand, and West Bengal.
It has gained prominence for its comprehensive coverage of
regional news, politics, business, sports, entertainment, and other
topics of interest to its readers.

Circulation:
Prabhat Khabar has a significant circulation base in its target
regions. It is one of the most widely read newspapers in Bihar
and Jharkhand and has a substantial readership in neighboring
states as well.

Online Presence:
In addition to its print edition, Prabhat Khabar has a strong
online presence through its website and mobile applications. It
provides

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 Sales promotion of Prabhat Khabar News Paper in Patna

News updates, articles, and other content in Hindi for its digital
audience.

Editorial Stance:
Prabhat Khabar is known for its objective reporting and editorial
stance. It covers a wide range of topics, including local, national,
and international news, with a focus on issues relevant to its
readership base.

Social Impact:
The newspaper has played a significant role in shaping public
opinion and influencing political discourse in the regions it
serves. It has also been involved in various social initiatives and
campaigns aimed at promoting literacy, education, and social
welfare.

Recognition:
Over the years, Prabhat Khabar has received numerous awards
and accolades for its journalistic excellence and contribution to
the media industry in India.

Expansion and Reach:

While its core readership base remains in Bihar, Jharkhand, and
West Bengal, Prabhat Khabar has expanded its reach through
both print and digital platforms, reaching a broader audience
across India and even among the Indian diaspora.

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 Sales promotion of Prabhat Khabar News Paper in Patna

Prabhat Khabar is the fastest growing Hindi daily in

Jharkhand, Bihar & West Bengal and is 7th among the top 10

Hindi dailies of India with 9 million readers as per IRS Q4,

2012 and circulation of 8 lakh copies daily across 10 editions.

Prabhat Khabar was established in 1984, which was followed

by an instant policy failure in 1989, which eventually led to

almost shutdown of the newspaper. Operated by some local

politicians in a poor/sub-standard infrastructure, overstaffed

(250 employees) for six-page newspaper circulated just 500

copies, single edition of Prabhat Khabar printed in Ranchi was

in a pathetic situation way back before it was acquired by

Neutral Publishing House Limited, promoted by Usha Martin

Group.

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 Sales promotion of Prabhat Khabar News Paper in Patna

1.2 BOARD OF DIRECTORS

Management Team

Aloke Poddar CFO

Sanjay Kumar Chief Executive Officer
Vijay Bahadur Vice President (Business Head Bihar & Jharkhand)
Kamal Kumar Goenka Managing Director
Kumar Nishant Giri Senior Human Resources Manager

Company Secretary

1. ASHUTOSH CHOUBEY Company Secretary

RAMESHWAR SINGH THAKUR Director
RAJEEV JHAWAR Director
DHRUB JYOTI BASU Director
RANJIT KUMAR DUTTA Whole time Director
SAMIR LOHIA Director
DHRUB JYOTI BASU Director
GHANSHYAM DAS LAKHOTIA Director

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 Sales promotion of Prabhat Khabar News Paper in Patna

CHAPTER – 2
2.1 OBJECTIVE OF THE STUDY
 Increase the sales of the Prabhat Khabar by implementing different
marketing strategy.

 Understand the market conditions for Prabhat Khabar Product.

 Different Promotion tool used by Prabhat Khabar.

 To study the brands of Prabhat Khabar & consumer’s perception with

its completions.

 To find out the level of satisfaction of the buyers on different attributes.

 To identify strength weakness, opportunity and threats for Prabhat

Khabar Products.

 To study the features of different brands that give a good idea of

various schemes offered by the company.

 To understand the competitive environment in which the company is

operating and is do esired to meet customer need and satisfaction.

 Understand the Market condition of Prabhat Khabar

SCOPE OF THE STUDY

The scope of this study is strictly within the framework of the state
objectives. The findings of this study can only be generalized for
understanding the impact of Sales Promotion of Prabhat Khabar.

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 Sales promotion of Prabhat Khabar News Paper in Patna

2.2 RESEARCH METHODOLOGY

Data sources
Primary data:

It has been collected by forming a proper questionnaire; Questionnaire is a

systematic and structured manner of collecting data for conducting experiment.
The nature of the questionnaires is very inductive and fundamental. It has been
kept in a proper framework to make it clear to the retailers.

Primary data can be collected in five main ways:

i) Observation

ii) Focus groups

iii) Surveys

iv) Behavioral data

v) Experiments

Among these, ‘survey method’ was selected to collect the primary data. 150
customers were visited & collected the required data relevant to this project.

Secondary data:

Secondary data were collected from different websites, magazines, company

brochures, and agencies.

Types of research

As far as this project is concern, it is a descriptive type of

research work, the study was presented as a “depth interview”.

Research instruments

i) Questionnaire

ii) Personal interview

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Sampling Techniques

Sampling Plan

Any sampling process starts from defining the problem

And ends with final selection of the sample.

Defining the population

The population comprises the customer at Patna.

Sampling Techniques

Here the ‘non-probability’ technique was selected. Mainly through ‘judgement sampling’
process the 150 sample were selected.

Types of Research:

Research are mostly categorized in to four major categories:

 First is descriptive & Analytical

 Second Applied & Fundamental

 Third Quantitative & Qualitative

 Fourth Conceptual & Empirical

The project will be based on

Descriptive Research type – As it includes survey and fact finding enquiries of

different kinds of quantitative figures like customer satisfaction of prescription
generation are taken as the most important feature for the analysis.

Tools and Techniques

I used for project from statistics are-

- Bar chart

- Pie charts

- Tables

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2.3 LIMITATIONS OF STUDY

Since the improvement is never ending, so this study also suffers

from certain limitations. Some of them are as follows:

 Shortage of time factor was one of the biggest constraints.

 More stress was faced during collection of primary data through

questionnaires and also to collect secondary data from the organization

in terms of organizational profile, product and price profile.

 All the observation and recommendation will be made on the

feedback obtained from survey.

 Because of illiteracy, was a time consuming method in which

continuous guidance was required.

 Questionnaire method involves some uncertainty of response Co-

operation on the part of informants, in some cases, was difficult to

presume.

 It is possible that the information supplied by the informants may

be incorrect. So, the study may lack accuracy.

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CHAPTER 3
3.1 DEFINITION OF SALES PROMOTION
Sales promotion includes incentive-offering and interest - creating

Activities which are generally short-term marketing events other than

Advertising, personal selling, publicity and direct marketing. The purpose

Of sales promotion is to stimulate, motivate and influence the purchase

And other desired behavioral responses of the firm’s customers.”

Sales promotion offers a direct inducement to act by providing extra Worth

over and above what is built into the product at its normal price. These
temporary inducements are offered usually at a time and placeWhere the
buying decision is made. Not only are sales promotions very Common in the
current competitive market conditions, they are increasing At a fast pace. These
promotions are direct inducements. In spite of the Directness, sales promotions
are fairly complicated and a rich toll of Marketing with innumerable creative
possibilities Limited only by the

Imagination of promotion planners. Sales promotion is often refereed to By the

names of ‘extra purchase value’ and below-the-line selling’.

Today we find companies in almost all sectors offering some sort of a promotion
scheme. These sectors range from automobiles to beverages,

from financial services to foots, from household durables to services,

from household products to business products, from personal care to

textiles and apparel.

OBJECTIVES OF SALES PROMOTION

Sales promotion is a tool used to achieve most of the five major promotional
objectives.

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 Sales promotion of Prabhat Khabar News Paper in Patna

Building Product Awareness – Several sales promotion techniques are

Highly effective in exposing customers to products for the first time and
Can serve as key promotional components in the early stages of new
Product introduction. Additionally, as part of the effort to build product
Awareness, several sales promotion techniques possess the added
Advantage of capturing customer information at the time of exposure to
The promotion. In this way sales promotion can act as an effective
customer information gathering tool (i.e., sales lead generation), which
Can then be used as part of follow-up marketing efforts.

Creating Interest – Market find that sales promotions are very

Effective in creating interest in a product. In fact, creating interest is often
Considered the most important us of sales promotion. In the retail
Industry an appealing sales promotions can significantly increase
Customer traffic to retail outlets. Internet marketers can use similar
Approaches to bolster the number of website visitors. Another important
Way to create interest is to move customers to experience a product.
Several sales promotion techniques offer the opportunity for customers to
Try products for free or at low cost.

Providing Information - Generally sales promotion techniques are

Designed to move customers to some action and are rarely simply
informational in nature. However, some sales promotions do offer
Customers access to product information. For instance, a promotion may
Allows customers to try s fee- based online service free for several days.
This free access may include receiving product information via email.

Stimulating Demand – Next to building initial product awareness, the

Most important use of sales promotion is to build demand by convincing
customers to make a purchase. Special promotions, especially those that

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 Sales promotion of Prabhat Khabar News Paper in Patna

Lower the cost of ownership to the customer (e.g., price reduction); can be
Employed to stimulate sales.
Reinforcing the Brand – Once customers have made a purchase sales
Promotion can be used to both encourage additional purchasing and also
As a reward for purchase loyalty (see loyalty programs below). Many
Companies, including airlines and retail stores, reward good or
“Preferred” customers with special promotions, such as email “special
Deals” and surprise price reductions at the cash register.

CLASSIFICATION OF SALES PROMOTION

Sales promotion can be classified based on the primary target audience to
whom the promotion is directed. These include:

Consumer Market Directed – Possibly the most well-known methods of

Sales promotion are those intended to appeal to the final consumer.
Consumers are exposed to sales promotions nearly everyday, and as
Discussed latter, many buyers are conditioned to look for sales promotions
Prior to making purchase decisions.

Trade Market Directed - Marketers use sales promotions to target all

Customers including partners within their channel of distribution, Trade
Promotions are initially used to entice channel members to carry a
Marketer’s products and, once products are stocked, marketers utilize
Promotions to strengthen the channel relationship.

Business-to-Business Market Directed – A small, but important, sub-set

Of sales promotions are targeted to the business-to-business market.
While these promotions may not carry, the glamour associated with
Consumer or trade promotions, B-to-B promotions are used in many
industries

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FUNCTION OF SALES PROMOTION

Sales promotion is a short-term marketing strategy designed to achieve a
Specific purpose. Sales promotion differs from advertising in that its
Intent is to create a sense of urgency to encourage immediate action as
Opposed to building sales or a brand over a long period of time. Sales
Promotion may take the from of a temporary price reduction or a
campaign to introduce an item.

Production Differentiation
Use of sales promotion techniques help to differentiate your products
From those of your competitions. This is especially beneficial are your
Products offered essentially the same features and benefits as others on
The market. A method often used to make products stand out is to offer
them at a slightly reduced price for a short period of time.

Attract Customers
Sales promotions are used to attract customers during periods of slow
Sales. For example, if you offer a seasonal product such as barbecue
Grills, by running a promotion in the middle of writer where the price is
Reduced by 48 percent may encourage people to buy a grill at a time
Where it might not otherwise cross their mind.

Increasing Market Share

Sales promotions can lead to an increase in market share for the
Manufacture. The promotion will likely increase your sales by taking
Away sales from your competitors. As a result, your market share will
Increase while your competitors’ share decreases.

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 Sales promotion of Prabhat Khabar News Paper in Patna

3.2 MARKETING

Marketing is the process of performing market research, selling products

And/or service to customers and promoting them via adverting to
Further, enhance sales. It generates the strategy that underlines sales
Techniques, business communication, and business developments. It is an
Integrate process through which companies build strong customer
Relationships and create value for their customers and for themselves.
Marketing is used to identify the customer, to satisfy the customer, and to
Keep the customer. With the customer as the focus of its activities, it can
Be concluded the marketing management is one of the major components
Of business management. Marketing evolved to meet the stasis in
Developing new markets caused by nature markets and overcapacities in
The last 1-2 centuries. The adoption of marketing strategies requires
Businesses to shift their focus from production to the perceived needs and
Want of their customers as the means of staying profitable.
The term marketing concept holds that achieving organizational goals
Depends on knowing the needs and wants of target markets and delivering
The desired satisfactions. It proposes that in order to satisfy its
Organizational objectives, an organization should anticipate the needs and
Wants of consumers and satisfy these more effectively than competitors.

Definition of Marketing Management:

Marketing Management is a business discipline which is focused on the

Practical application of marketing techniques and the management of a
Firm is marketing resources and activities. Rapidly emerging forces of
Globalization have compelled firms to market beyond the borders of their

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Home country making international marketing highly significant and an

integral part of a firm’s marketing strategy.
Traditionally, marketing analysis was structured into three areas:
Customer analysis, Company analysis, and Competitor analysis (so-called
“3Cs” analysis). More recently, it has become fashionable in some
Marketing circles to divide these further into certain five “Cs”: Customer
Analysis, Company analysis, Collaborator analysis, Competitor analysis,
And analysis of the industry Context.
In Customer, analysis is to develop a schematic diagram for market
Segmentation, breaking down the market into various constituent groups
Of customers, which are called customer segments or market
Segmentation’s. Marketing managers work to develop detailed profiles of
Each segment, focusing on any number of variables that may differ
Among the segments: demographic, psycho graphic, geographic,
Behavioral, needs-benefit, and other factors may all be examined.
Markets also attempt to track these segment’s perceptions of the various
Product in the market using tools such as perceptual mapping.

MARKETING STRATEGY
Marketing strategy as a process that can allow an organization to
Concentrate its resources on the optimal opportunities with the goals of
Increasing sales and achieving a sustainable competitive
Advantage. Marketing strategy includes all basic and long-term activities
In the field of marketing that deal with the analysis of the strategic initial
Situation of a company and the formulation, evaluation and selection of
market-orientated strategies and therefore contribute to the goals of the
company and its marketing objectives.
If the company has obtained an adequate understanding of the
Customer base and its own competitive position in the industry, marketing

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 Sales promotion of Prabhat Khabar News Paper in Patna

Managers are able to make their own key strategic decisions and develop

A marketing strategy designed to maximize the revenues and profits of the

Firm. The selected strategy may aim for any of a variety of specific

Objectives, including optimizing short-term unit margins, revenue growth,

Market share, long-term profitability, or other goals.

To achieve the desired objectives, marketers typically identify one

Or more target customer segments which they intend to pursue. Customer

Segments are often selected as targets because they score highly on two

Dimensions: 1) The segment is attractive to serve because it is large,

Growing, makes frequent purchases, is not price sensitive (i.e. is willing

to pay high prices), or other factors; and 2) The company has the

resources and capabilities to complete for the segment’s business, can

meet their needs better than the competition, and can do so profitably. In

fact, a commonly cited definition of marketing is simply “meeting needs

profitably.

The implication of selecting target segments is that the business will

Subsequently allocate ,ore resources to acquire and retain customers in

The target segment(s) than it will for other, non-targeted customers. in

Some cases, te firm may go so far as to turn away customers who are not

In its target segment. The doorman at a swanky nightclub, for example.

May deny entry to unfashionably dressed individuals because the business

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Has made a strategy decision to target the “high fashion” segment of

Nightclub patrons.
Developing a marketing strategy
Marketing strategy serve as the fundamental underpinning of marketing
Plans designed to fill market needs and reach marketing objectives. Plans
And objectives are generally tested for measurable results. Commonly,
Marketing strategies are developed as multi-year plans, with a tactical
Plan detailing specific actions to be accomplished in the current year.
Time horizons covered by the marketing plan vary by company, by
Industry, and by nation, however, time horizons are becoming shorter as
The speed of change in the environment increases, Marketing strategies
Are dynamic and interactive. They are partially planned and partially
Unplanned.
Marketing strategy involves careful scanning of the internal and external
Environments. Internal environmental factors include the marketing mix,
Plus performance analysis and strategic constraints. External
Environmental factors include customer analysis, competitor analysis,
Target market analysis, as well as evaluation of any elements of the
Technological, economic, cultural or political/legal environment likely to
Impact success. A key component of marketing strategy is often to keep
Marketing in line with a company’s overarching mission statement.
Once a thorough environmental scan is complete, a strategic plan can be
Constructed to identify business alternatives, establish challenging goals,
Determine the optimal marketing mix to attain these goals, and detail
Implementation,

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CHAPTER 4
4.1 DATA ANALYSIS & INTERPRETATIONS
1. How the Respondent did come to know about the Prabhat Khabar
News Papers?

Particulars No. of Respondents Percentage

News Paper 60 60%
Television 23 23%
Magazine 13 13%
Hoardings 2 2%
Others 2 2%
Total 100 100%

Interpretation: From the above graph shows that 60% of the respondents
Came to know of Prabhat khabar though News Paper, 23% of the
Respondents though Television, 13% of the respondents though the
Magazine and 2% of respondents from Hoardings, 2% of respondents
though others. The above graph explained that majority of respondents
are News paper and Television.

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2. What is the Selling scale system of Prabhat khabar?

Table No.2

No. of Respondents Percentage

Excellent 50 50%
Good 20 20%
Fair 10 10%
Poor 10 10%
Very Poor 10 10%
Total 100 100%

Graph No. 2

Interpretation: In the above graph shows that 50% of people says

Excellent about selling scale system of Prabhat khabar, 20% Good, 10%
Fair, 10% Poor and rest 10% says very poor.

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3. Sale of Prabhat Khabar News Paper in Rural area and urban area

Table No. 3

No. of Respondents Percentage

Urban Area 75 75%

Rural Area 25 25%

Total 100 100%

Graph No. 3

Interpretation: In the above graph shows that 75% Sale of Prabhat

khabar News Paper in Urban Area, Only 25% Sale in Rural Area.

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4. Respondents Classification According to Age?

Age (in years) No. of Respondents Percentage

16-22 10 10%

23-40 35 35%

41-60 55 55%

Total 100 100%

It shows that 10% of the respondents are in the age group of 16-20, 35%
are in the age group of 23-40 and 55% are in the age group of 41-60.

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5. Does Advertisement Influence your decision in Changing about Prabhat

Khabar?

Particulars No. of Respondents Percentage

Yes 80 80%

No 12 12%

Can't say 8 8%

Total 100 100%

It shows that 80% of the respondents Says Yes, 12% says No and Only 8% of
respondents can not say about statement.

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6. Respondents Classification According to Sex?

Sex No. of Respondents Percentage

Male 60 60%

Female 40 40%

Total 100 100%

It shows that 60% of the respondents are males and 40% of them are females.

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7. Respondents Classification According to Education Qualification?

Qualification No. of Respondents Percentage

illiterate 2 2%
Below Matric 4 4%
Matric 24 24%
Graduate 30 30%
Post Graduate 40 40%
Total 100 100%

It reveals that out of 100 respondents 10 are Illiterate, 30 are Below Matric, 40 are
matriculate and 16 are 16 are Graduate and rest of them 4 are post graduate.

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8. Do you think Advertisement through on air adds id effective?

No. of Respondents Percentage

Yes 96 96%

No 4 4%

Total 100 100%

It the above table indicate that the 96% of the respondents are of the view that they
have been the advertisement through on air adds while 4% says that advertisement
though air adds is not effective.

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9. Dos Expenditure should be incurred on advertisement. ?

No. of Respondents Percentage

Yes 86 86%

No 4 4%

Can't Say 10 10%

Total 100 100%

In the above table shows that 86% of the respondents are of the view that the
expenditure incurred on advertisement is effective in adding the profit while 4%
denied the same and 10% did not reply.

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10. Which reason you find for the difference of advertisement effectiveness?

No. of Respondents Percentage

Education 40 40%

Liking 20 20%

Standard of living 20 20%

Level of development 20 20%

Total 100 100%

In the above table shows that 40% of the respondents say education is one of the
main reason of advertisement effectiveness while equal % of the respondents are
in the favors of likings, standards of living and level of development

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11. What is your perception about Prabhat khabar Newspaper?

Particulars No. of Respondents Percentage

Good 40 40%
Ordinary 30 30%
No comment 10 10%
Poor 20 20%
Total 100 100%

Interpretation:
The above graph reveals that good perception comes from 40%, 30%
Have ordinary perception about the Prabhat khabar Newspaper and
Rest by 10% have No Comment, 20% have poor perception.

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12. Factor prompt to buy Prabhat Khabar Newspapers.

Table No. 12

Features No. of Respondents Percentage

Performance 22 22%
Look 9 9%
Availability 6 6%
Price 12 12%
Maintenance 8 8%
Brand image 39 39%
After Sales Service 4 4%
Total 100 100%

Interpretation:

The above graph reveals that factor prompt to buy Prabhat Khabar
Newspapers. Performance (22%), Look (9%), availability (6%), Price (12%),
Maintenance (8%), Brand image (39%) and after sales service (4%).

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13. Prabhat Khabar Newspaper have Good Quality.

Table No. 13

Particulars Number of Respondent Percentage

Strongly agree 50 50%
Agree 20 20%
Neither agree 20 20%
Disagree 10 10%
Total 100 100%

Graph No. 13

Interpretation:

The above graph shows that 50% of respondents strongly agree Prabhat
khabar Newspaper Have Good Quality, 20% agree, 20% neither agree and
10% of respondents disagree.

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14. Which feature of Prabhat Khabar Newspapers attract you more?

Table No. 14

Particulars Number of Respondent Percentage

Good Looking 40 40%
Price 20 20%
Less power consumer 20 20%
Stylish 10 10%
Etc 10 10%
Total 100 100%

Graph No. 14

Interpretation: 40% people like Prabhat Khabar Newspaper due to good

looking, 20% due to price, 20% due to less power consumption and rest due
to stylish & trend and rest of others.

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15. On the basis of price and feature comparison, is Prabhat Khabar

Newspaper economical?

Table No. 15

No. of respondents Percentage

Extremely Agreed 20 20%
Highly agreed 30 30%
Agreed 24 24%
No Comments 12 12%
Disagreed 14 14%
Total 100 100%

Table No. 15

Interpretation: The above graph showing is Prabhat Khabar Newspaper are

economical. 20% of public is extremely agreed with this statement, 30% is highly
agreed, 25% is agreed and rest of peoples answer is negative.

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16. Distribution of Respondents According to Occupation

Table No. 16

OCCUPATION RESPONDENTS PERCENTAGE

RETIRED 14 14%
PRIVATE JOB 42 42%
GOVT JOB 12 12%
STUDENT 16 16%
BUSINESS 16 16%
Total 100 100%

Graph No. 16

Interpretation: Out of 100 respondents14% were retired, 12% were private job
holders, 42% were government job officials, 16% were students and 16% were
businessman.

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4.2 SWOT Analysis

Strengths
 Wide variety of models and variants

 Strong distribution network

 Cost effective models in all segment

Weaknesses
 Market stagnation

 High competition from different brands

 Only few commuter attracted models

 Low production capacity

Opportunities
 Tremendous demand of Prabhat Khabar in the market

 Varied customer tastes

 100% Allowance in News Paper Industry

Threats
 Entry of new brands in the market

 High Stringent pollution norms

 Dynamic technology implementation in newspaper industry

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CHAPTER 5

5.1 CONCLUSION

The conclusion that can be derived from this survey is that Prabhat
Khabar being a big brand, and a quality striver is hit by the low-cost

Rivals. But the segment it caters is highly satisfied and constitutes

immense “Brand Loyal” . After deep research, analysis and getting

Information about companies as formulated that the Prabhat khabar

News Paper companies achieved success in the market. Throughout

Study we found the News Paper manufacturer having very new and
modern technology in their paper, they have a good market share in
India, many of newspaper companies like Dainik Jagran, Hindustan,
Dainik Bhaskar, etc. are also giving large competition.

Prabhat Khabar
has managed to but in spectacular performance going from strength
despite increase in competition; the company’s sales have witnessed
an uptrend, registering an average growth of 15% in the five years
under review.

Today the mass media plays a major role in India.

Most of the public depends upon in mass media and with the help
of media; public can came across happening around them.
However, in this mass media Television plays major role. It is the
responsible for the television to create awareness among most of the
products.

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 Sales promotion of Prabhat Khabar News Paper in Patna

5.2 SUGGESTIONS

 They should prefer proper distribution.

 They should provide some good scheme and offers to his

customers.

 Give proper information to the customers about new products

and provide catalogue.

 They should improve their post sales services.

 It should educate the customers about the maintenance of the

newspaper.

 Asking the customers to come regularly for servicing even after

the second gift period.

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 Sales promotion of Prabhat Khabar News Paper in Patna

ANNEXURE
QUESTIONNAIRE FOR THE SURVEY

Name :……………………………………………………………………….
Age :………………………………………………………………………….
Contact No. ……………………………………………………………….
Address : ……………………………………………………………….....
…………………………………………………………………………………
1. How the Respondent did come to know about the Prabhat
Khabar?
a) Television b) Magazines
c) Friends d) Hoardings
e) Others
2. What is the Selling scale System of Prabhat Khabar?
a) Excellent b) Good c) Fair
d) Poor e) Very poor

3. Sale of Prabhat khabar newspaper?

a) Apartment b) Urban Area

4. Respondents Classification According to Age?

a) 16-22 b) 23-40 c) 41-60

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 Sales promotion of Prabhat Khabar News Paper in Patna

5. Does Advertisement Influence your decision in Changing

about Prabhat khabar Newspaper?
a) Yes b) No c) Can’t Say

6. Respondents Classification According to Sex?

a) Male b) Female

7. Respondents Classification According to Education

Qualification?
a) Illiterate b) Below Matric c) Matric
d) Graduation e) Post Graduation

8. Do you think Advertisement through on air ads is

effective?
a) Yes b) No

9. Does Expenditure should be incurred on advertisement?

a) Yes b) No c) Can’t Say

10. Which reason you find for the difference of advertisement

effectiveness?
a) Education b) Linking c) Standard of Living
d) Level of Development

11. What is your Perception about Prabhat Khabar

Newspapers?
a) Good b) Ordinary c) No comment d) Poor

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 Sales promotion of Prabhat Khabar News Paper in Patna

12. Factor prompt to buy Prabhat khabar Newspaper.

a) Performance b) Look c) Availability d) Price
e) Maintenance f) Brand image g) After sale service

13. Decision influenced by to purchase Prabhat Khabar

Newspaper?
a) Parents b) Self c) Friends d) Relatives
e) Others

14. Prabhat Khabar Newspaper have Good Quality.

a) Strongly agree b) Agree c) Neither agree d) Disagree

15. Based on price and feature comparison, is Prabhat Khabar

Newspaper economical?
a) Extremely Agreed b) Highly agreed
c) Agreed d) No comment e) Disagreed

16. Distribution of Respondents According to Occupation

a) Retired b) Private Job c) Govt. Job d) Post Graduation

17. Distribution of Respondents According To Qualification

a) Matriculate b) Inter c) Graduate d) Post Graduate

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 Sales promotion of Prabhat Khabar News Paper in Patna

BIBLIOGRAPHY
Books :
 Philip Kotler, Kevin Keller (2009), Marketing Management
(Thirteenth Edition)
 Marketing Management, The McGraw. Hill Company Rajan
Saxena (Third Edition)
 Berman, Berry and Joel r Evans (Oct-1997) Retail Management:
A strategic approach 8th edition Englewood cliffs NJ printcehall
 Blythe, J. (2001) Essentials of Marketing, 2ND Edition, Prentice Hall
 Brassington, F and Pettit, S, (2000), Principles of Marketing,
Second Edition, Prentice Hall, Harlow
 Brooks, I am Weatherston, J (1997) The Business Environment.
Challenges and Changes, Prentice Hall.
 Chisnall, P.M. (1997) Marketing Research, Fifth Edition, London:
McGraw-Hill

Magazines:
- Business world
- Business & Mgt.
- Business Today
Websites:
- https://www.prabhatkhabar.com
- www.google.com

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