Comparative Analysis of MINT v/s The Economic Times

Comparative Analysis of MINT v/s The Economic Times

1. SubmittedBy:-
VikrantModi
EnrollmentNO:-147110592135
PARULINSTITUTESOFMAG.&RESEARCH
Guidance:
Prof.JayprakashLamoria
Comparative Analysis of The
Economic Times v/s MINT

3. Company Profile
MINT(HindustanTimes)
•Mint,abusinesspaperfromHindustanTimesinassociationwithTheWall
StreetJournal,waslaunchedin2007withthepremiseofbringing“Clarityin
BusinessNews”,aneedstronglyarticulatedbybusinessnewsreadersinthe
country.
•ThenumbersbeartestimonytothehighacceptabilityandstrongbondthatMint
haswithitsreaders.AccordingtotheIndianReadershipSurvey(IRSQ1,2011),
222,000readersmakeMintastrongNo.2player.Minthasa27%readership
shareinthekeymarketsofDelhi,Mumbai,BangaloreandKolkata.With
editionsinChennai,Hyderabad,Ahmedabad,ChandigarhandPuneaswell,
Mintreachesthewho’swhoofcorporateIndianationally.

4. The Economic Times:-
TheEconomicTimesisanEnglish-language,Indiandailynewspaper
publishedbytheBennett,Coleman&Co.Ltd.firstpublishedin1961.Itisthe
world'ssecond-mostwidelyreadEnglish-languagebusinessnewspaper,after
theWallStreetJournal,TheEconomicTimesispublishedsimultaneouslyfrom
12 cities—
Mumbai,Bangalore,Delhi,Chennai,Kolkata,Lucknow,Hyderabad,Jaipur,A
hmedabad,Nagpur,Chandigarh,andPune.
TheEconomicTimesisheadquarteredinMumbaiatTheTimesof
Indiabuilding.ItsmaincontentisbasedontheIndianeconomy,International
finance,shareprices,pricesofcommoditiesaswellasothermattersrelatedto
finance.Thefounder-editorofthepaperwhenitwaslaunchedin1961was
P.S.Hariharan.ThecurrentEditorialDirectorofTheEconomicTimesandET
NowisRahulJoshi.

5. History
Particular Mint (HT) The Economic Times
Type Daily Newspaper Daily Newspaper
Format Berliner Broadsheet
Owner’s
Shobana BhartiaBennett,Coleman & Co.
Ltd.
Founder
Raju NarisettiBennett,Coleman & Co.
Ltd.
Founded 2007 1961
Readership 3,10,000 4,10,000
Headquarter New Delhi Maharashtra

6. SWOT Analysis
Particular Mint (HT) The Economic Times
S-Strength
Increase in MINT
Readership garnering
market share in Metro and
Tier-1 towns
Experience Management
with focus on
diversification.
Strong brand name as it
has brands like Hindustan
Times, Fever 104 Radio etc
Wide reach across India
with a strong readership
Wide coverage and
hugely popular top-of-the-
mind brand.
Part of Largest Media
House in India and hence
excellent reach of over
4,10,000 per day.
Has a good Brand Recall
and is synonymous with
financial and business
news and coverage.

7. Particular Mint (HT) The Economic Times
W-Weakness
Increasing
penetration of digital
media could affect
newspaper readership
in the in the long term
Through
competition from other
financial
newspapersmean
limited market shares.

8. Particular Mint (HT) The Economic Times
O-opportunities
HigherMargins from e-
paper needs subscriptions.
Increasingadvertising
yield and penetration.
Can leverage existing
Supplements like Brand
Equity and others to
differentiate itself from
competition.
Tie ups with WSJ and
other Marque Brands to
get even more
readership base
Promotion, tie-ups
with financial
institutions, colleges etc

9. Particular Mint (HT) The Economic Times
T-Threat
RawMaterialcost
increasing,putting
pressureonmargins
Weakness in
Macroeconomic
environment.
Intenseregional
competitionwith
few competitors
takingnationalroute
Onlinenewsmedium
meansreducedcirculation.
Increasedcompetition
fromothernewspaper

10. Research Methodology
Objective
ToanalysisconsumerinteresttowardtheMINTandTheEconomicTimes.
TocomparetheMINTandTheEconomicTimesregarding
content,edition,waytoexpressthenews.
TocomparetheMINTandTheEconomicTimesattractiontowardthe
customerbypromotionalactivates.
TocomparetheproportionofthenewscoverbythenewspaperinMINTand
TheEconomicTimes.

11. Research Design
DescriptiveResearch
Usedtodescribemarketcharacteristicsorfunctions.
Itassumesthattheresearcherhasmuchpriorknowledgeabouttheproblem
situation.
Descriptiveresearchischaracterizedbythepriorformulationofspecific
hypothesis
Thusinformationneededisclearlydefined,henceitispre-planned&
structured.
Descriptiveresearchismarkedbyaclearstatementoftheproblem,specific
hypothesis&detailedinformationneeds.
ADescriptiveresearchrequiresaclearspecificationofthe6W’s:
Who,What,When,Where,Why&Way.

12. Source of Data
PrimaryData
Methodstousecollectthedata:-Interviews
Instrumenttousecollectdata:-Questionnaires
However,forasmall-scalestudy,themostcommonlyusedmethodsare
interviews,surveyquestionnairesandobservations.
Theprimarydatawillbecollectedformtheexistingandnewcustomerof
MINTHINDUSTANTIMESLTD.Throughadirectstructuredquestionnaire.
SecondaryData
Datacollected,Compiledorwrittenbyotherresearcherseg.
Books,journals,andnewspapersanyreferencemustbeacknowledge.
Companyprofile,companyregisters,websiteandarticleswereusedwidelyas
asupporttoprimarydata.

13. SamplingUnit
Sampleunit:-TherespondentsarethosewhoarereadingTheEconomic
Times/MINT.
Samplingmethod:-Nonprobabilitymethod,
SampleSize:-100respondents
DataCollectionMethod
Datasource:-Primarydata(fieldsurvey).
Methodtousecollectdata:-Interview
Instrumenttousecollectdata:-Questionnaire
Areaofresearch:-Vadodaracity.

14. DATA ANALYSIS & INTERPERRTATION
Q1. Which financial newspaper you are reading?
Particular Respondent %
TheEconomicTimes 50 50%
Mint 30 30%
Other 20 20%
Total 100 100%
50%
30%
20%
The Economic TimesMintOther

15. Q4
Particular
The Economic
Times
% Particular Mint %
News 10 20% News 5 17%
Corporate &
Company
News 8 16%
Corporate &
Company
News 7 23%
Market &
Economic
News 7 14%
Market &
Economic
News 4 13%
Financial News10 20% Financial News 5 17%
Stock Related
News 15 30%
Stock Related
News 9 30%
Total 50 100% Total 30 100%
Q4.Which section/edition of Mint or The Economic Times news you like?

16. Interpretation
According to the respondent of The Economic Times & MINT, 30% are
reading the Section of Stock Related News in The Economic Times & 30%
are reading the Section of Stock Related News in MINT.
20%
16%
14%20%
30%
The Economic Times
News Corporate & Company News
Market & Economic NewsFinancial News
Stock Related News
17%
23%
13%
17%
30%
Mint
News Corporate & Company News
Market & Economic NewsFinancial News
Stock Related News

17. Q6 Price
Particular
The Economic
Time
% ParticularMint %
Highly
Satisfied
15 30%
Highly
Satisfied
7 23%
Somewhat
Satisfied
10 20%
Somewhat
Satisfied
10 33%
Neutral 10 20% Neutral 8 27%
Somewhat
Dissatisfied
12 24%
Somewhat
Dissatisfied
3 10%
Highly
Dissatisfied
3 6%
Highly
Dissatisfied
2 7%
Total 50 100% Total 30 100%

18. Interpretation
AccordingtotherespondentofTheEconomicTimes&MINT,30%are
HighlySatisfiedwiththepriceofTheEconomicTimes&23%areHighly
SatisfiedwiththepriceoftheMINT,whereas20%areSomewhatSatisfied
withthepriceofTheEconomicTimes&33%areSomewhatSatisfiedwiththe
MINT.
30%
20%20%
24%
6%
The Economic Time
Highly SatisfiedSomewhat Satisfied
Neutral Somewhat Dissatisfied
Highly Dissatisfied
23%
33%
27%
10%
7%
Mint
Highly SatisfiedSomewhat Satisfied
Neutral Somewhat Dissatisfied
Highly Dissatisfied

19. Q6. Supplement
Particular
The Economic
Time
% Particular Mint %
Highly
Satisfied
9 18%
Highly
Satisfied
6 20%
Somewhat
Satisfied
15 30%
Somewhat
Satisfied
10 34%
Neutral 20 40% Neutral 10 33%
Somewhat
Dissatisfied
4 8%
Somewhat
Dissatisfied
3 10%
Highly
Dissatisfied
2 4%
Highly
Dissatisfied
1 3%
Total 50 100% Total 30 100%

20. Interpretation
AccordingtotherespondentofTheEconomicTimes&MINT,30%are
SomewhatSatisfiedwiththeSupplementofTheEconomicTimes&34%are
SomewhatSatisfiedwiththeSupplementoftheMINT,whereas40%areNeutralwith
theSupplementofTheEconomicTimes&33%areNeutralwiththeSupplementofthe
MINT.
18%
30%40%
8%
4%
The Economic Time
Highly SatisfiedSomewhat Satisfied
Neutral Somewhat Dissatisfied
Highly Dissatisfied
20%
34%
33%
10%
3%
Mint
Highly SatisfiedSomewhat Satisfied
Neutral Somewhat Dissatisfied
Highly Dissatisfied

21. FINDING
DuringtheresearchIfoundthatthethereissomepeoplearewhoisreading
theMINTthentheotherfinancialnewspaper.Becausethepeoplearenot
awareoftheMINTpaperinthemarketastheyareawareofothernewspaper.
Duringtheresearchthecustomerareaskingwhattypeofthesectionyouwill
giveus,becausetheyareonlyinterestedinparticularsectionoreditiononly.
Sotheseareonetypeofneeds&wantofthecustomer,whichcompanyhasto
fulfiltheirneeds.
Wefindthatthepriceoftheparticularpaperwhichtheyarereadingis
comfortabletothem,butthesomecustomerarealsotellingthepriceofthe
particularnewspaperfortheSaturdayandSundaywashighthenotherday.
ThesupplementofMINTwhichthecustomerneedsandthecompanyisgiving
isgoodthenothernewspaper.

22. Limitations
Though this study was taken up with sincere effort to accomplish the
objectives, there were certain factors that held back the satisfactory
completion of the same.
The research was dependent on the information provided by the respondents.
It may be biased.
The study was confined to Vadodara City only.
Interaction with the respondents was limited due to their busy work.
There were chances that respondents will make assumptions while filling the
questionnaire.
100 people cannot give the picture of entire population living in Vadodara
City.

23. Conclusion
Accordingtotherespondentthereare50%arereadingTheEconomicTimes&
30%arereadingtheMINT
Theeditionmostlikedbytherespondentis30%stockrelatednewsinThe
EconomicTimes&MINT,23%arelikingCorporate&CompanyNewsin
MINT&16%inTheEconomicTimes.
TheMINTisattractingthecustomerbygivingdifferenttypesofgiftandthe
goodsubscriptiontothecustomer,ratherthanotherfinancialnewspaper.
PeoplearemostlysatisfiedwiththeproductMINT,butthecompanymustgive
qualityservicestothecustomerswhoarenotsatisfiedandalsodothesales
promotionschemestoincreasethesales.
MINTisgrowinginthemediamarkettremendously.Thefinancenewsprovided
byMINTisconvenientandeasytounderstandinlanguage.
Itisnow“No2”infinancesectornewspaperbecauseofitsmarketing
techniquesandbettercustomerprofiling.

24. Suggestion
Fromthestudycarriedoutandtheanalysisoftheresultobtainedfrom
thesurvey,thefollowingsuggestionsandrecommendationscanhelpthefirm
toimproveupontheproduct.
Givemorejobrelatedadvertisements.
Comeupwithnewcreativeadvertisements.
Buildproperpositioninginthemindsofthereaders.
GivecertainsmallvoucherspackageatthetimeofDiwalioranyother
festivals,toattractthecustomerforlongerperiod.
Servicecheckcallsatregularintervals.
Makesomeeventswithcorporate&thecustomeroftheMINT.Tospread
awarenessofMINT.
ThecompanyhastoincreasetheawarenessregardingtheMINTnewspaper
inVadodaracities.

25. Learning & Achievement
HindustanTimeshadoffereddiscountupto30%inthepriceofyearly
subscriptionofproductandservices,aimedatincreasingthemarketshare.This
specialsubscriptionratesattractedahugeamountofpotentialcustomer.
IfItalkaboutmyachievement,thenthereispuresellingoftheMINT
newspaper.DuringmySIPIhavedone13subscription.
Thecustomerdon’tknowntheMINTnewspaperbuttheyareawareofthe
HindustanTimes&onthatbasicsthecustomerarepurchasingthenewspaper.
HereMINThavegiventhegoodofferedtothecustomer,sotheyareattracted
towardtheproduct.HereMINThasgiven30%discountinhisannually
subscription.

26. Bibliography
https://en.wikipedia.org/wiki/Hindustan_Times
https://en.wikipedia.org/wiki/Mint_(newspaper)
http://www.htmedia.in/brandPage_hindustan.aspx?Page=Page-HTMedia-Mint
http://www.htmedia.in/Vision.aspx?Page=Page-HTMedia-Vision
https://en.wikipedia.org/wiki/The_Times_of_India
Book Reference
PhilipKotler,KevinLaneKeller,AbrahamKoshy,MithileshwarJha,Marketing
Management,13
th
Edition,PearsonPublicationHouse,Publishedon2012.