Vibha Shetty

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STUDY OF DISTRIBUTION EFFECTIVENESS

AND READERSHIP SURVEY OF

BUSINESSGYAN

A Dissertation submitted in partial requirements for the

award of MBA Degree of Bangalore University

By

Ms Vibha Shetty

(Reg no: 04XQCM6116)

Under the guidance of

Prof. Jairaj Nair

MPBIM, Bangalore

M.P. Birla Institute of Management,Associate Bharatiya Vidya Bhavan,

No 53, Race Course Road,

Bangalore-560001

2006


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M.P.Birla Institute of Management

Associate Bharatiya Vidya Bhavan

EXECUTIVE SUMMARY

The objective of the readership study was to identify needs of

Businessgyan readers and to make recommendations to enhance

readers satisfaction in the Businessgyan.

The objectives of the distribution study was to examine the

visibility of Businessgyan in the distribution outlets and to

identify how visibility can be improved in the distribution centers

This research investigation is analytical in nature. We seek to

generate the data for the research analysis through an interview

schedule to be administered on the readers and the data so

generated will be subject to analysis and inferences will be drawn

accordingly.

Businessgyan was found to be popular for its practical

information especially to human resource managers and facility

managers. It was also noticed that the articles and practical

information sections are the most preferred among the other

content in the magazine.


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Declaration

I hereby declare that this dissertation entitled, STUDY OF

DISTRIBUTION EFFECTIVENESS AND READERSHIPSURVEY OF BUSINESSGYAN is a bonafide study, completed

under the guidance and supervision of Prof. Jairaj Nair, Adjunct

Professor, M.P.Birla Institute of Management, Bangalore. (Internal

Guide) and Mr. Balaji, Businessgyan Bangalore (External Guide).

I further declare that this dissertation is the result of my own efforts

and that it has not been submitted to any other University or Institute

for the award of a degree or diploma or any degree or other similar

title of recognition.

Place: Bangalore

(Ms.Vibha Shetty)

Date:


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Certificate

I hereby certify that this dissertation entitled STUDY OF

DISTRIBUTION EFFECTIVENESS AND READERSHIP

SURVEY OF BUSINESSGYAN has been prepared by Ms.Vibha

Shetty under the guidance and supervision of Prof. Jairaj Nair,

Adjunct Professor, M.P.Birla Institute of Management, Bangalore.

(Internal Guide) and Mr. Balaji, Businessgyan, Bangalore (External

Guide)

Place: Bangalore

Date:

(Dr.Nagesh S Malavalli)

Principal


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Certificate

I hereby certify that this dissertation entitled STUDY OF

DISTRIBUTION EFFECTIVENESS AND READERSHIP

SURVEY OF BUSINESSGYAN is the result of research work

carried out by Ms. Vibha Shetty under my guidance and supervision.

Place: Bangalore

Date: (Dr. Jairaj Nair)

Internal Guide


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Acknowledgement

I would like to take this opportunity to thank my project guide,

Prof Jairaj Nair, for highlighting certain aspects that I needed to

cover and also in framing the final report.

I am also grateful to Mr. Balaji, Chief Catalyst and Mr. Kiron,

Relationship Manager of Businessgyan for their expert guidance and

support.

Credit also goes to my parents, without whose moral support

and inspiration, this report would have been incomplete.


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External Guides Certificate


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INDEX

SL. # CONTENTS

1.1 Industry profile

1.2 Company profile

1.3 Product profile

1.4 Businessgyan distribution

1.5 Businessgyan readership

2.0 Research topic-

Study of distribution effectiveness

of Businessgyan and Readership

survey


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Part I

PROFILE OF THE

ORGANISATIONAL


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1.1 INDUSTRY PROFILE

Introduction

For centuries human civilization has utilized the printed media

to spread news and information about political and social happenings

to the masses. In ancient Rome and China, handwritten newssheets

were posted daily in the major cities to update citizens on

government scandals, military campaigns, trials and executions, etc.

With the invention of the printing press during 14th century in

Europe, the spread of news and information on paper increased

dramatically. Short pamphlets reporting a news event were circulated

around the community. However, these pamphlets appeared only

once, reporting a single news event.

The first modern newspapers, or publications that would

appear regularly and frequently, are a European invention. The first

half of the 17th century saw weekly news publications popping up in

Germany, Italy, France, England, and many other western European

nations. These newspapers featured items from all over Europe and

occasionally America or Asia. However, they rarely reported any

news about the country in which they were being printed.

The invention of the telegraph in 1844 revolutionized the printed

media industry. For the first time information could be transferred


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within a matter of minutes from all parts of the country. Publications

were reporting events that were now only one or two days old, rather

than one or two weeks. As newspapers began to go into mass

circulation they became valuable businesses with large staffs. They

started to be less of a vehicle for one person's opinion and more of a

provider of information.

The first magazine came into existence in 1700s, looked like

books. Magazines began as a medium from which literate men

expounded their points of view, in essay or satire. Daniel Defoe

started the first English magazine, The Review, during or just after

his imprisonment for criticizing the Church of England. His purpose:

a statesman or man of letters offers his comment, criticism and satire

to influence public taste. The audience is composed of members of

the same social scene that is the subject of most of the magazine's

writing.

Until the 1880s, only the upper classes read magazines. They

were small soft cover books, carrying stories that appealed to a

classically educated, elite readership that identified with Europe. The

poor folk read newspapers and weekly tabloids. Magazines were

expensive, partly because printing technology limited even the most

popular to a run of 100,000 copies; it simply took too long to push

any more paper through a press. The birth of mass media changed

this trend. Magazines began printing in large numbers which brought

down the price and hence circulation increased.


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Introduction of photography during the period 1890-1910

brought dramatic improvements to the magazine industry.

Photographers and editors had to devise precedents for using

photography and words together in print. The first photo-interview,

between French photographer Paul Nadar and 100 year old physicist

M. E. Chevreul, set a precedent for photo-captions later. The

combination of the photos, evolving styles of journalism, and the new

technology of offset printing and color process created a new

language of the printed page, a language which made high-power

advertising layouts possible. Suddenly magazines became very

attractive to advertisers. Before the turn of the century, even the most

popular magazines carried only a small amount of what we call

classified advertising and almost no large display ads. But after some

resistance, the last of which died out in the 30s, mass market

magazines all came to depend on advertising to survive. This

changed magazines completely. They no longer sold people

information and entertainment; their main purpose was to provide

advertisers with a steady, returning audience. Advertising exploded

not just because of the magazine but due to large-scale distribution

networks.

New manufacturing technologies made it possible to mass-

produce goods for unprecedented reach. And the invention of plate

glass windows, around the turn of the century made possible


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expansive storefronts, which in turn set the tone for the large

department stores which placed the most expensive early advertising.

But the co evolution of advertising and mass media was dramatically

important. Ads made it possible to sell magazines below production

cost, which made it possible to lower their price still more increasing

their audience, which made them even more useful to advertisers. Ad

agencies started in 1890. They developed research and circulation

boosting: the subscription discount offers, the efforts to survey a

magazine readership to document their demographics for potential

advertisers.

The slick magazine look didn't crystallize until the late

40s/early 50s. Its roots were in the fashion magazine of the 20s.

Vanity FairandVogue, where advertising and editorial art directors

worked together on the new language of fashion photography/page

display. At first the slick look was purely a highbrow consumer

phenomenon, a representation of new attitudes about quality. Vogue

in particular, for all its evocation of upper-class pretension, made that

pretension accessible to wave after wave of newcomers. The slick

look signified a further democratization of style and substance alike,

a sense that audiences as well as information producers would

henceforth be chosen on merit and not appointed merely because they

represented a social class.


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But it wasn't long before the slick look gravitated even to trade

magazines. New magazines all looked the same, and adopted the

same tone. They distinguished themselves only by carving out

narrow consumer-group content niches: Runners, weight-lifters, dog

lovers, model train builders, music lovers, computer owners, knitters,

home restorers, and so on. People turned to magazines in a much

more prosaic way, to identify (through them) with communities of

interest, rather than communities of identity. In the early 1970s, one

magazine established itself as a general-interest vehicle for

describing identity in a mass-medium-dominated world. It enjoyed

one of the most popular magazine launches in history known as

People.

Media in India

News media in India is undergoing significant changes in the

current liberalized environment. To understand these changes, one

needs to have some idea of the road traversed so far. It is useful to

look at media in the two phases of India's history - pre-colonial and

post-colonial. Each medium has taken its own evolutionary path.

William Bolts, an ex-employee of the British East India

Company attempted to start the first newspaper in India way back in

1776. Bolts had to beat a retreat under the disapproving gaze of the

Court of Directors of the Company.


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The BengalGazette by James Augustus Hicky was started in 1780.

The Gazette, a two-sheet newspaper, "specialised" in writing on the

private lives of the Sahibs of the Company. The colonial

establishment started the Calcutta Gazette. It was followed by

another private initiative the Bengal Journal. The Oriental Magazine

of Calcutta Amusement, a monthly magazine made it four weekly

newspapers and one monthly magazine published from Calcutta, now

Kolkata.

PTI (Press Trust of India) and UNI (United News of India) are

the two primary Indian news agencies. The former was formed after

it took over the operations of the Associated Press of India and the

Indian operations of Reuters soon after independence on August 27,

1947. PTI is a non-profit cooperative of the Indian newspapers. UNI

began its operations on March 21, 1961, though it was registered as a

company in 1959 itself.

Over the years saw the development of magazine industry in

India. Eventually trade specific magazines came into being due to

influx of foreign media. Most prominent among them is Business to

Business publications which involve both daily newspapers like

Business Standard, etc and magazines like Business World.


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Business Media in India

Business media industry remains a very small business in India

by International standards. Combined revenues from business-to-

business publishing are in the region of Rs 46 crores. The past 2 3

years have been tough ones for publishers in particular with

advertising revenues falling dramatically as they have elsewhere in

the world. Advertising is heavily skewed towards newspapers and

television which are relatively much larger businesses in India. Acombination of various data sources generates the following from

Indias total Rs 5bn advertising expenditure.

Advertising spent between different media

TV

45%General Print

52%

Radio &Cinema

2%

Internet

0%Specialist &Trade Mags

1%


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The market for business publishers is dominated by a small number

of companies each of which own around 10 15% of the business

publications market. The following table shows the top six publishers

who, between them, account for 67% of the market ranked here by

Business Strategies Group (BSG) private estimates of revenues from

business publications. It appears no other publishers achieve more

than 5% share of the market:

Top 6 business media publishers in India:

Company Comments

1 Cyber media Leading and longest-established major technology

publisher.

2 ABP Group Publisher of Business World

3 Living

Media

Indias largest magazine publisher. Now publishes

only to one B2B magazine, Business Today

4 Jasubhai A leading publisher of technology and other

business magazine

5 Business

India

Flagship publication is Business India

6 Indian

Express BPD

The Business Publication Division of Indian

Express Newspapers has a range of specialist

business titles of which Express Computer is the

flagship.

Source: BSG analysis


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Because of its relatively small size and the fact that it has remained

tightly closed to foreign publishers, the presence of international

business media companies in India is very limited. The following

profiles represent the largest and most important of India business

publishers.

Cyber media

Cyber media is one of the best established of the business

publishers in India. Founded in 1982 by Pradeep Gupta, the

Chairman and Managing Director, the company has for most of its 20

plus years history focused on technology publishing. Most recently, it

has announced its intention to work with McGraw Hill to launch an

Indian edition of Business Weekalthough approvals for that venture

are still pending. The company is also planning an Initial Public

Offering. The company has various business lines, as well as its eight

magazines; it has an event management division and what is regarded

as the leading on-line service for the technology industry. The

company has also ventured successfully into producing technology

programming for television as well as multi-media content and CDs.

Cyber media employs 375 staff with offices in Delhi (its Gurgaon

head office is one of the more sophisticated publishers offices in

India), Mumbai and Bangalore.


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ABP Group

The weekly Businessworld has emerged as the leading

general business title in India with a circulation of 135,000. Although

it carries rather fewer pages in each issue than its fortnightly rivals,

business today and Business India, our estimates still put the

magazine in the top spot with over 10% of all Indias business

revenues. Businessworld is published by the Kolkata-based ABP

Group which also produces the English language The Telegraphnewspaper and the Bengali newspaper Ananda Bazaar Patrika.

Living India (India Today)

Indias leading magazine publisher now has one major

business title, Business Today. The Group was launched in 1975 with

the fortnightly English news magazine, India Today. Today, that

magazine claims a circulation of 417,505 and total readership of 15.9

million across all its editions. The publishers say it is the most

widely read magazine in the country and that Living Media India is

the largest magazine publisher in the country. The company also

published Computers Today for a number of years but pulled back

from that market. An attempt to re-launch as Smart Inc. was not

sufficient to keep the company in that market, leaving Business


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Today as the only business focused title in a portfolio which

otherwise focuses on consumer titles.

Jasubhai Group

Jasubhai Chairman, Jasu Shah, is one of Indias business

media pioneers. Starting with his flagship Chemtech trade show some

30 years ago, he has built what is now clearly one of the leading

business media groups in the country. As well as the chemical

industry, the Groups magazine portfolio covers IT (DIGIT,

Computer Reseller News, Network Computing, and Developer 2.0

are the main titles),, architecture, interiors and, in its newest venture,

the pharmaceuticals and biotechnology sectors.

Business India

The original Indian general business magazine founded by

Ashok Advani, 26 years ago, Business India, is a powerful brand in

the Indian market. Published every two weeks, the magazine bears

some resemblance to The Economist and has a reported circulation of

89,000. As well as Business India magazine itself, the company

produces magazines and events for interiors (Inside Outside). Theevents division was previously very active producing, amongst other

things, Comdex India. .


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Indian Express BPD

The Indian Express is one of the great Mumbai newspaper

titles founded by independence campaigner Ramnath Goenka.Its Business Publications Division was founded in the early 1990s by

his grandson and remains an important publisher of trade titles in the

IT, hospitality, pharmaceuticals and textiles. The groups flagship

weekly Express Computer competes vigorously with Cybermedia and

Jasubhai in the IT sector.

RECENT DEVELOPMENTS:

The following is a summary of business media developments

in India since the middle of 2002:

June 2002 Restrictions on foreign investment lifted:Foreign holdings in news and current affairs publications are now

allowed up to 26% while technical and other non-news media can sell

up to 74% to non-Indian companies. Information and Broadcasting

Minister Sushma Swaraj was reported as saying that editorial and

management control have to remain in Indian hands. The

Government retains veto rights over investments by foreign

companies and needs to approve subsequent changes of ownership. It

also requires that 75% of all employees are Indian nationals. The

move received a mixed welcome from Indian media groups. The


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major ones remained opposed to it while smaller players saw it as an

opportunity to tap outside capital sources.

Aug. 2003 AMP acquires stake in Hindustan Times:

Australian financial services group AMP acquired 19% of the

Hindustan Times; a Delhi based general newspapers, the first

transaction of its type after the 2002 regulatory liberalization.

Sept. 2003 Financial Times acquires stake in Business

Standard:

The Financial Times (FT) announced the acquisition of a stake

in the Mumbai based Business Standard newspaper. The investment

of Rs141 million gave the FT a 13.85% stake in the pink broadsheet

which is printed in seven Indian cities. The existing shareholders,

investment bank Kotak Mahindra and Great Eastern Shipping, both

retained their equity positions following the deal.

Jan. 2004Wall Street Journal announces Indian edition:

Dow Jones announced an agreement with Bennett, Coleman &

Co. Ltd., publisher of The Times of India and The Economic Times,

to establish a joint venture to publish an Indian edition of the Wall

Street Journal. Dow Jones will own 26% of the new business, themaximum allowed under current rules. The Indian Journal will be

published five days a week. Bennett, Coleman has been among the

more aggressive Indian companies in taking advantages of the


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liberalization of foreign media ownerships rules first announced in

June 2002.

Last year it also announced a joint venture with BBC

Worldwide to publish specialty consumer magazines in India.

Foreign ownership:

Until June 2002, foreign companies were not allowed to own

print media operations in India. At that time, the government

announced a limited relaxation of those restrictions.

The new rules are as follows:

News publications can take up to 26% foreign investment;

Technical and non-news media can take up to 74% foreign

investment.

The two highest profile deals in this sector have been the

Financial Times acquisition of 13.85% of the Business Standard

newspaper in Mumbai and Dow Jones announcement that it will

work with Bennett & Coleman, publishers of the Times of India to

publish an Indian edition of the Asian Wall Street Journal of which it

will own 26%. So far, BBC Magazines acquisition of a stake in the

Times of India Groups Filmfare and Femina titles is the major

magazines investment so far. The financial details of this

arrangement have not been released although market rumours in

Mumbai have speculated on a high price paid for the stake of up to

Rs 80 crores


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Circulation

Controlled vs. paid circulation

By and large, this is a market where business publishing is

dominated by controlled circulation titles.. Many publications are

largely limited to 8 10 major cities. There has been some success in

working around this physical limitation with online publications such

as ITNation.com whose e-newsletter goes to IT distributors in 200 or

so small and medium-sized cities.

Estimated circulation of Indian business and finance

publications in Karnataka:

Publication Frequency CirculationBusinessworld Weekly 10747

Business today Fortnightly 11764

Business India Fortnightly 10622

Business Week Monthly 10500

Business

Standard

Daily 32350

Most controlled circulation titles use the Indian Postal System

for distribution. Some of the more up-market titles use courier

networks, which today have become very cheap and reliable.


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There is also a network of bulk delivery companies who do

citywide deliveries while some publications have their own local

delivery teams.

There is a market for international magazines but industry

insiders in India believe it is essential to have a large local media firm

to publicize these titles. The Times of India, for example, does this

through its portal indiatimes.com for quite a number of titles.

Without the local boost, the sale of most international titles does not

exceed 1,000. Time magazine and Cosmopolitan have an

arrangement with the India Today group and the BBC, now

managing the two top brands of the Times Group, has indicated that

is wishes to launch a number of other consumer titles into the market.

They would use the distribution infrastructure of the Times

The future

A number of important trends in business media over the next

several years will emerge in India. These will all have significant

impacts on the way foreign companies can do business there:

The beginnings of a process of consolidation will occur over

the next 3 4 years in which smaller publishers will be acquired or

will go out of business. Foreign publishers are likely to be involved,

at least in part, in this process.


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Several Indian business media firms are considering Initial

Public Offerings. This move will inevitably be linked to an

acceleration of mergers and acquisitions as well as pressure from

market regulators for significantly improved professional standards in

those companies which do list. Investors will also be looking for

higher returns than have traditionally been achievable in this sector.

This will presumably lead Indian business media groups to look to

diversify into other media and to seek foreign partnerships to help

improve their capitalization and give them access to international

markets.

It is believed that 2004 - 5 are likely to see the emergence of

the Internet as a significant business tool in India. This will lead to

the emergence of new business opportunities which are subject to

much less regulatory constraint for foreign companies.


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1.2 COMPANY PROFILE

Introduction

Businessgyan is a unit of Dr. C V S Ratnam & Associates Pvt

Ltd. It was started in 2001 April. Mr.Balaji Pasumarthy initiated the

idea of this magazine. He realised the need for a medium which

would educate new entrepreneurs. Thats how Businessgyan a

business handbook was initiated to cater information, contacts, etc to

companies who were setting up operations in Bangalore. It was setup

and started working to collect information, different articles,

advertisers, etc.

Mission

Businessgyan Mission is To help people do business

smoothly and successfully. This is achieved by making practical

information available. Key aspects of Businessgyan are

It is a one stop place for decision makers to access

information

Handy information, guides, checklists, benchmarks

& resources are provided to save time and effort.

Presented in a manner, which is user friendly

Integrates print, e-mail & help desk formats to

effectively provide information.


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After just 3 years of existence Businessgyan has grown well to

establish itself as a unique magazine with a difference and to boast

for being only city specific business magazine. It has further

extended itself from magazine to bring up a business directory to

cater information to facility managers to find their vendors. It acts as

a bridge between facility managers and vendors.

Businessgyan has taken up a project with IFMA India

chapter called as Atheos. Atheos was launched on 15th

Nov 2003 in

IFMA India Work Place. The First Ever Enterprise Collaboration

Gateway, designed specifically to simplify the partner selection

process in Enterprises. Atheos facilitates interactions by providing

relevant contact information, knowledge on selection and usage of

various services and products. Atheos is truly a collaboration

exercise, with the actual users, namely decision makers, providing

inputs on exactly what information gaps they encounter and how they

would like it to be solved. An initiative of International Facilities

Management Association- India Chapter and Businessgyan, Atheos is

designed to catalyse the partnering process in the Enterprise to

Enterprise space. Atheos Vision is To Provide knowledge products

and services to catalyse the Decision Making process in enterprises.


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STRATEGY

Definition of Strategy:

Strategy is the art of devising and employing a system of

activities that mobilizes all resources toward a valuable goal.

According to Edmund P. Learned Strategy is the pattern of

objectives, purposes or goals, stated in such a way as to define what

business the company is in or is to be in and the kind of company it is

or is to be. One another definition given by Alfred D. Chandler

states that Strategy is the determination of basic long-term goals and

objectives of an enterprise, and the adoption of course of action and

the allocation of resources necessary for carrying out these goals. In

other words, the route that the organization has chosen for its future

growth; a plan an organization formulates to gain a sustainable

competitive advantage.

Businessgyan is the only city specific practical business

magazine which doesnt believe in becoming a yet another business

magazine. Various companies have different strategies to achieve topposition in their field of operation. Businessgyan give priority in

creating unique methods to reach buyers in offices in the growth and

expansion stage. Core readers of Businessgyan are decision makers

in the investment, growth and expansion phase in an organisation.


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To reach them Businessgyan have devised unique techniques

like Watering Hole concept, referral networks, etc. Mission of

Businessgyan is Information, to help do business smoothly and

successfully. So creating content which key decision makers

involved in buying decisions would require for their work and which

will catch their attention and interest is given at most priority.


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STRUCTURE

Definition of Structure:

A structure is the formalizing of relationships, roles and

responsibilities in order to organize and perform work. In simple

term, structure is the pattern in which various parts or components

are interrelated or interconnected. So organization structure is the

pattern of relationships among various activities and positions.

Because various persons hold these positions, the structure is the

relationships among people in the organization.

Organizational structure of Businessgyan is shown above is for

the sake of the outside world to open customer doors etc. but have no

significance within the company. In reality Businessgyan has a fluid

and dynamic structure. Actual working involves defining the broad

activities, which also include identifying a coordinator.

People work on different aspects and are responsible to

different coordinator of the broad activities. People in the team couldbe working for different coordinators at the same time and be

coordinators themselves for specific activities or objectives. This is

sponge structure of organisation. Depending on the immediate

urgency and priorities people drop or reduce the time spent on long


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term projects and focus on immediate priorities etc. Frequent groups

meetings to share and exchange information and set objectives.

Administration head is in charge of financial activities also among

other activities. Main financial activities are maintaining accounts of

all essential issues like salary billing, purchase, sales, etc.

Administration head is also in charge of data entry in the

organisation. Editorial staff is involved in developing issue focused

articles, interview the gurus of different field, product review and

hence thereby increasing the subscription. Concept Development

Manager is responsible for forecasting sales for the financial year,

taking care of P&L of the company, taking care of production & get

copies on time, recruiting, etc.


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SYSTEMS

Definition of Systems:

A system is a defined process, or set of processes, that links

and orders activities to enable work to be done and goals to be

achieved. According to Richard A. Johnson A system is an

organized or complex whole; an assemblage or combination of things

or parts forming a complex unitary whole. System in simple words

is the formal and informal procedures, including innovation systems,

compensation systems, management information systems, and capital

allocation systems, that govern everyday activity.

In Businessgyan lot of time and effort is spent of developing

systems to eliminate non-productive work. Continued improvement

and streamlining of all day to day activities is given importance.

Information is readily available to anyone in the team. Businessgyan

have an efficient data entry system where data is entered only once

for multiple tasks. In terms of IT systems, an Relational Database

Management System (RDBMS) based Management Information

System has been developed internally which integrates sales, billing,order book, readers database and interactions with readers and

advertisers. This has been designed on filemaker pro, which is a

Apple company product.


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Systems like group meetings to encourage team work and

sharing of information where new ideas and concepts are discussed.

These meetings are frequent with each and every member can

express their view points which will be put up for discussions and

finally a consensus will be arrived at. Evaluation and feedback

mechanisms to help improve each individual. Accounts, sales,

readership interaction systems all integrated to provide intelligent and

quick data.


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STYLE

Definitionof Style:

Style of leadership or relationship refers to the manner in

which an individual uses his or her talents, values, knowledge,

judgment, and attitudes to lead and relate to others. Style expresses

the person's character. Style is the leadership approach of top

management and the organization's overall operating approach; also

the way in which the organization's employees present themselves to

the outside world, to suppliers and customers. In simple words styles

is the pattern of behavior, which a leader adopts in influencing the

behavior of his followers (subordinates) in the organizational context.

Businessgyan has a participatory, non intrusive, democratic

decision making with special emphasis on grooming skills among

team members and working towards a system to help foster a

collaborative and productive work culture. Control is restricted to

setting the broad direction and structure for the business to grow

naturally. This provides a good environment for personal growth and

skill setting among the members so that they get equipped to meet the

challenges on their own. Members are given full power over their

area of work in taking decisions. Clear policies are set helping in

decision-making.


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Team Members are independent and driven to perform their task.

Seeking help, expertise and assistance as and when required from

other members. Sharing and expressing concern and plans to make

necessary shifts in strategy as and when required in a dynamic not

centrally planned fashion. Clear emphasis is given on team work and

co-operation. The team members are responsible adults, skilled and

competent for their roles. Good ideas and commitment is not a

prerogative of a few but something basic for every team member.

Every member's actions impact the organisation and the success of

other team members. So every team member is responsible to correct

and set right deviant behavior of another if any and is responsible to

make his or his team member contribute the maximum.


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STAFF

Definition of Staffing:

Staffing may be defined as filling and keeping filled the

positions in the organization structure. This is done by identifying

workforce requirements; inventorying the people available; and

recruiting, selecting, placing promoting, appraising, planning the

careers of, compensating and training or otherwise developing both

candidates and current job holders so that task are accomplished

effectively and efficiently

Staffs are selected based on skill and aptitude required for

specific roles. However once hired, they are free to work on projects

of interest and importance to the organisation. Team members

evaluate performance of each member and weightage to each

evaluation is given in proportion to the impact of the team members

work on other team members deliverables. Basically internal

customers get to evaluate their internal suppliers. People work across

projects and teams get formed and dissolved automatically based on

projects. Designations are given for the sake of the outside world toopen customer doors etc. but have no significance with in the

company. Increments happen based on the value provided by the

individual to the team and to his internal customers.


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Everybodys opinion matters and decision-making is done by

evolving consensus. Finally the person responsible takes a call taking

the majority on board.

SKILLS

Definition of Skills:

A skill is the ability, knowledge, understanding, and judgment

to accomplish a task. Skills may be defined as what the company

does best; the distinctive capabilities and competencies that reside in

the organization

Key areas in Businessgyan are Concept Development and

Marketing. So basic skills required are good sales and marketing

skills for the sales team whose work involves marketing physical

copies of Businessgyan and selling ad space. Content development

skills for editorial staff is a must. They must be able to provide

relevant, useful and accurate information to readers. Knowledge of

business management and the Bangalore business environment is

essential which will contribute towards the pursuit of excellence in

this field.


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SHARED VALUES

Definition of Shared Values:

A shared value is an essential characteristic or attribute

promoted by the organization to motivate the behavior of members of

the organization. In simple words, Shared values are what stimulate

trust. Values are the identity by which a company is known

throughout its business areas. These values must be explicitly stated

as both corporate objectives and individual values.

Create a culture where every one is comfortable

contributing and reaching out to his or her full potential. Where

individual initiative thrives and finds expression. An organisation

which responds to changes in the environment fast and seizes

opportunities, and is capable of high growth while resilient to face

tough times. Where each individual feels important and has a sense

of being part of creating something important. An environment free

of hierarchy and red tape, yet very productive and effective, where

people enjoy working yet are result oriented. Where people come to

make a living and a life.


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1.3 PRODUCT PROFILE

Businessgyan is the only city specific practical business

magazine, which doesnt believe in becoming a yet another business

magazine. It helps a very focused communication channel for those

who want to reach out to the decision makers in the companies,

enterprises and the startups. It covers articles which are focused on

issues which are very useful to decision makers like CEOs, CFOs,

HR Managers, Purchase Managers, Students, Entrepreneurs, etc.

Businessgyan covers topics on all aspects of management and

also on industry verticals like BPOs, etc. Rather than focusing on

industry sectors, it prefers to focus on functional areas inside each

industry.


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Content that stands apart

Businessgyan, is the only city specific business digest, with

little news but more implementation oriented articles.

It is a handbook for decision-makers in companies and for

entrepreneurs to access practical business guidance and to

collect vendor information.

Articles like panel discussions, best practice case studies,

business methodologies, expert columns, message board,

product launches and jargon busters, are relevant to an

audience across all industry sectors.

Prominent personalities are featured in our 'First Person'

interview, so are companies and products as case studies.

Articles give handy business information to be used for day-to-

day operations, starting new ventures and understanding

industry trends across verticals.

Management Gurus give 'gyan' for navigating through toughtimes. Inputs are taken from industry practitioners to design

content for decision makers to solve complex problems.


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Last but not the least, it is a Cost Effective Publicity Media for

Small & Medium Enterprises who support the huge IT and

ITES industry in city. You can find classifieds on pest control,

data storage, foreign exchange dealers, audiovisual renting,

HR, tax and financial consultants.


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Distribution system

Businessgyan uses unique ways to reach the target readers.

One method is distribution through couriers to reach well known

organisations. Distribution technique called 'Watering Hole', is

employed by which the magazine is placed in strategic locations

where new entrepreneurs or top executives can pick it up. It also uses

Refferal networks which is a common means of getting information

about vendors. Right now Businessgyan has a circulation of 15000

copies, which is more than any other business publication in

Bangalore.

Benefits to Advertisers:

1.Provides an effective focused medium to address decision makers.

2.Information dissemination and brand building takes place during

decision-making stage,

3.Little spillage of media spending.

4.Long shelf life since decision-makers keep reffering to it during

growth stage.

5.Constant updation possible.


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Businessgyan Distribution

CIRUCULATION: AN OVERVIEW

SUBSCRIBERS 2500

MAILED COPIES or sponsored copies: Decision

Makers - CEO's, Facilities manager, Finance Head,

HR Head, Branch Heads Sales & Marketing Head,

Senior Partners of Venture Capitalist and

Consultantancy companies

3500

TRADITIONAL CHANNEL / Paid Copies

Available at Stands ie, Bombay Store, Fabmall,

Gangarams, Higgin Bottoms, Java City, In & Out,

Regular Book Shops, Super Markets and other

premium outlets

4500

WATERING HOLES: for companies in growth/

expansion and start-up phase: STPI, Venture Capital,

Business Centres, Builders, International Real Estate

Consultants, Banks/Financial Institutions, Trade

Chambers

2000

For Transit Visitors/for new to town: all Premium

& Business Hotels, Car Rentals, Foreign exchanges1500

Conference: TIE, CII, and other events like IFMA,

Microsoft conference, PC Expo, IT.com paid

conference, HR India monthly meet,

700

Total 14700


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Businessgyan In Brief

Businessgyan is a business digest providing practical business

information. It is the only city specific handbook available for

decision-makers in companies and entrepreneurs to access practical

guidance and to collect vendor information.

In its five years of existence Businessgyan has built a unique

identity for itself as being the only source of information in

Bangalore for useful information that can be applied to work. With a

circulation of 15,000 copies a month and readership of around

60,000 a month, Businessgyan leaves an imprint in the business

landscape of Bangalore and thus is a very effective vehicle to reach

out to professionals and business decision makers.

Businessgyan Highlights:

We take Focus very seriously:

Trying to fill a tea cup with a fire hose? No one likes spillage, so

why not focus your marketing budget in a media, which can reach,

business decision makers with pinpoint accuracy...And thats the

precise reason you don't find us everywhere! But examine the desks

of corporate decision makers in Bangalore, be it a CEO, CFO,

Finance, HR or Admin Manager, High Net worth Individual and

you will surely find us.


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Effective Medium, in terms of cost and reach:

In a world of information overdose, it might sound preposterous to

claim that we are the only medium who can assure some mileage

for its advertisers. It is the only medium, which is sought out for

both advertisements and articles.

Businessgyan is designed as the most effective channel in Bangalore

to reach business decision makers, be it the huge IT, BPO or Biotech

Industry, or the large number of companies starting up to support theneeds of the growing city. With our focused distribution methods we

reach out to the decision makers who have the maximum impact.

We reach out to the CXO of the top 1000 companies in Bangalore in

a targeted and sustained basis, and we have also got special methods

to reach out to those companies who are in the growth and

expansion phase. Needless to say we cover the people who really

matter in Bangalore in a very effective manner.

Grey matter for the business elite:

We are experts whom you can refer for every practical business

information that can help you get down to business right away. Our

implementation-oriented articles like best practice case studies,

business methodologies, expert columns on HR, Finance, Facility,

Marketing, are relevant to an audience across all industry sectors.


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Management Gurusgive 'gyan' on navigating through tough times,

inputs are taken from industry practitioners to design content for

decision makers to solve complex problems.

Outstanding personalities are featured in our First Person interview

and so are remarkable companies and products featured as case

studies. Articles give handy business information to be used for day-

to-day operations, starting new ventures and understanding industry

trends across verticals. In short, we are the mouthpiece of seasoned

veterans who want to propagate the 'best practices' in business.

The context makes the difference:

Business Information that is useful for work, this is what

Businessgyan is all about, and this sets us apart from all the other

business media, which cater to the economy, news, and stock

market. Since Businessgyan is read for useful business information,

readers also look at advertisements for making decisions. It is not a

surprise that you will find Businessgyan in the office environment,

on desks of managers, in the reception, with the office secretary,

and used for contacting vendors, looking up business information.

Businessgyan is not read in the morning and forgotten, it is read at

work and preserved.


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Readership

By Functional Area: -

CEO / General Management/ Partners:- 23%

Human Resources:-21%

Facility Managers / Admin:-23%

Finance / Information Systems:- 15%

Marketing/ Advertising:- 14%

Production/ Operations/ Quality:-4%


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By Position in the Organization:-

Top Management (CEOs, Directors, Owners, Heads of Department)

64%

Team Leaders:- 22%

TeamMembers:-14%


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By Industry:-

IT / ITES/ Bio-Tech 46%

Banking / Finance / Retail- 7%

Hotels/ Hospitality 6%

Manufacturing- 11%

Consultants/Resellers- 8%

Others:- 22%


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By Size of Company: -

Less than 20 employees:- 17 %

20 100:- 37%

100 and above :- 46%


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Part II

PROJECT

TOPIC-

Study of the distribution effectivenessof Businessgyan in the distribution

outlets and readership survey of

Businessgyan


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Study of the distribution effectiveness of

Businessgyan in the distribution outlets

RESEARCH OBJECTIVES:

The following are the objectives of the research undertaken:

To examine the visibility of Businessgyan in the distributionoutlets

To identify the how visibility can be improved in the

distribution centers

To make recommendations to enhance the visibility of

Businessgyan in distribution centers

To examine if the agents supply Businessgyan at the right time

and at the right place

To examine if stores are being supplied with adequate number

of copies of relevant issue


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To understand the feasibility of selling the magazine in the

respective store

To identify the pattern of sales and pattern of refilling the

magazine.

PURPOSE OF RESEARCH

Our preliminary enquiry with the distribution manager in

Businessgyan indicated that distribution of the magazine though

extensive was not effective and lacked visibility.

These findings reveled that the distribution and readership aspects of

the magazine have not been researched adequately. This is a road

that is less traveled. This prompted us to undertake this research

PROBLEM STATEMENT:

The research has been undertaken to identify the distribution outlets

that can be used as a tool to enhance visibility and increase sales.

HYPOTHESIS:

Since this research investigation is company-specific, the company

has asked us to identify the visibility effectiveness of Businessgyan

in the distribution centers and readers satisfaction based on its

requirements. Hence the issue of hypothesis formulation, we feel, is

redundant.


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RESEARCH DESIGN:



schedule to be administered on key officials in the distribution

centers and the data so generated will be subject to analysis and

(simple statistical treatment) and inferences will be drawn

accordingly

RESEARCH LIMITATIONS:

Since this research investigation has been administered on

randomly selected key officials in the distribution centers, the

problem of generalization is obvious

Time and resource constraints

Reluctance of store managers to reveal flaws and negativeaspects of the store and visibility


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RESEARCH TOOL:

A questionnaire was designed with the help of the distribution

staff of Businessgyan (distribution manager and assistants who

personally visit stores).

The purpose of the questionnaire was to identify certain key

aspects of the distribution of the magazine, which ultimately

determine the sales of Businessgyan. Some of them are:

Distribution effectiveness

Visibility of Businessgyan in the store

Feasibility of selling the magazine in the store


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QUESTIONNAIRE:

DISTRIBUTION EFFECTIVENESS

1.)How good is the visibility of Bg compared to other magazines

in the rack?

( ) visible ( ) barely visible ( ) not visible

2.)How effective is the distribution, i.e. does it reach the stores on

15th

of every month?

( ) yes ( ) no ( ) sometimes

3.)Does the refilling take place on time?

( ) yes ( ) no ( ) sometimes

4.)How often is it refilled?

( ) monthly ( ) weekly ( ) fortnightly


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5.)Do people prefer magazines based on the prices? (E.g. what is

the probability of people choosing Business World over Bg

since BW is Rs. 10?)

( ) most of them ( ) no ( ) yes

6.) Do you get enquiries about Bg from customers, especially if

the store is out of stock?

( ) yes ( ) no ( ) rarely ( ) most of

the time

7.)Has the sun board improved the visibility of Bg?

( ) to some extent ( ) to a large extent ( ) no

8.) Is it the first of its kind?

( ) yes ( ) no ( ) dont know

9.)Do you think its the right idea to improve visibility?

( ) yes ( ) no


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10.) Is the cover page attractive enough to induce customers

to buy the magazine?

( ) yes ( ) no

11.) Which is the most preferred category in magazines?

Sports Movies &

entertainment

Health

care

Business Others

Most

preferred

Less

preferred

Not

preferred

12.) Any suggestions?

Store-

Contact person-


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RESEARCH FINDINGS

Stores visited:

FOODWORLD

FABMALL

BOMBAY STORE

LANDMARK

HEALTH & GLOW

JAVA CITY

HIGIN BOTTOMS

GANGARAMS

Visibility of Businessgyan:

FOODWORLD

The visibility of the magazine in Foodworld (3 outlets) is

good. It is placed in a rack along with the other magazines of

different categories, some of them being sports, entertainment, and

health etc. It is visible to people who walk into Foodworld as the rack

is placed near the entrance.

The distribution of magazines to all Foodworld outlets is

handled by a distribution agency called Magworld.


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Each of the Foodworld outlets receives 20 copies every month and on

an average each outlet sells 15 copies per month. All the unsold

copies are sent back to the distribution agency.

BOMBAY STORE

Bombay store is located on M G road. Businessgyan here is placed

on the cash counter in a small rack. It is the only magazine sold here.

As per the officials in Bombay store they receive 15 copies every

month and they sell 10 copies on an average every month.

LANDMARK

Landmark is located in Forum. The magazine is hardly visible in the

rack as the rack is stuffed with several other magazines, which are

larger in size than Businessgyan. When questioned, the officials in

the store were not aware if they had received the most recent issue.

There seemed to be lot of confusion regarding the current status of

the magazine in the store as to whether they had any copies in the

store presently and when was the last time they had received the

copies.

Further probing revealed that Landmark had not received any copies

of Businessgyan for the past 6 months, which was not known until

then. The distribution agency for Landmark is Kasturi and the agency

was responsible for not delivering the magazine to the store


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HEALTH & GLOW

Businessgyan in Health & Glow outlets are placed in a rack

near the cash counter. Each of the three outlets visited receive

anywhere between 15 to 20 copies each month. The officials in

Malleshwaram and Basaveshwarnagar outlets claimed they sell on an

average 7 to 8 copies each month. As per the officials as most people

who walk into the store are women looking for cosmetics and other

beauty products, they do not pay much attention to the magazinesplaced in the counter.

The store manager in the commercial street outlet said that not more

than 3 copies in a month are sold since the visibility is very poor. The

magazine in the store is placed in a rack adjoining the cash counter.

The rack is barely visible.

JAVA CITY

Church Street

Lavelle road

Java City is a coffee shop located in two prime locations. Each of the

Java City outlets receives 20 copies per month and as per the

managers they sell 10 copies each on an average per month.


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Businessgyan in the Lavelle road outlet is placed behind the cash

counter and is visible to people who walk up to the cash counter, but

since most of the time the bill is produced to the customers in their

respective tables, customers do not approach the cash counter. As

hence visibility though good is not meeting its purpose.

HIGGIN BOTTHOMS

Higgin Botthoms is a bookstore located on M G Road. The

magazine is placed on a table along with the other magazines. Thestore receives 25 copies each month and sells all the copies. At times

when there is excess demand, the store manager informs

Businessgyan distribution officials and the required numbers of

copies are delivered to the store.

GANGARAMS

Gangarams is a bookstore located on M G Road. The magazine is

placed on a table along with the other magazines. The store receives

25 copies each month and sells all the copies. At times when there is

excess demand, the store manager informs Businessgyan distribution

officials and the required number of copies are delivered to the store.


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EFFECTIVENESS OF DISTRIBUTION:

The distribution of Businessgyan takes place on 15th

of every

month. The distribution agencies (Magworld and Kasturi) are

responsible for distribution of Businessgyan to most outlets

(Foodworld, Landmark, Health & Glow, Fabmall). The distribution

staff of Businessgyan handles the distributions to bookstores.

The distribution staff and the distribution agency have to make sure

that the books reach the stands by 15th of every month. All the unsold

copies of the previous issue are returned to Businessgyan.

On enquiry with the store managers regarding the promptness of

distribution (i.e., whether they receive the magazine on 15th

of every

month) the following facts were revealed:

Promptness of distribution

0

2

4

6

8

10

12

14

On time Not sure No Sometimes


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Refilling maybe done monthly, fortnightly or weekly depending on

the demand.

The stores where refilling takes place monthly are

FOODWORLD

FABMALL

BOMBAY STORE

HEALTH & GLOW

JAVA CITY

The stores where refilling takes place fortnightly are

HIGGIN BOTTHOMS

GANGARAMS

Refilling

0

2

4

6

8

10

12

monthly fornightly weekly


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PRICE CONSIDERATION:

In majority of the stores ( except Bombay Store & Java City),

since the magazine was kept in a separate rack along with others the

consumers would pick up the magazine of their choice or based on

impulse.

But in Java City and Bombay store, Businessgyan is the only

magazine to be sold. Most of the times, the customers perceive it to

be a complimentary issue with their purchase and hence they just

pick it up from the rack without paying attention to the price (but it is

later included in their bill).

ENQIURIES FOR BUSINESGYAN:

The question of enquiries arises only when the concerned store runs

out of stock and refilling has not taken place on time. Since the

distribution staff and agencies are prompt with their services except

in Landmark, the enquires for Businessgyan are not received that

often. However there have been cases where bulk orders for

Businessgyan have been placed on a single day (E.g. in the month of

May, Gangarams received an order of 20 copies on a single day andthis resulted in enquiries when they were out of stock)


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EFFECTIVENESS OF SUNBOARD:

The sunboard is a cardboard frame placed behind the magazine

to enhance its visibility in stores where magazines are placed in a

rack.

During the visit to the various stores mentioned above it was

noticed that the sunboard was not used at all. The company should

make sure that the concerned distribution agency handles this issue

strictly.

For instance in Foodworld (Malleswaram) the distribution

agency (Magworld) had not ensured that the sunboard was placed

behind the magazine.

Due to such instances the survey revealed that the sunboard

hardly mattered in enhancing the visibility of the magazine.

The store managers in all the outlets (where sunboard was required)

were not sure if its the first of its kind. They are also not aware if the

cover page is attractive enough to induce a purchase.


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MOST PREFERRED CATEGORY:

Business magazines were the most preferred category in all the

outlets. For instance in Gangarams OUTLOOK (business magazine)

is the most preferred magazine.

SUGGESTIONS AND RECOMMENDATIONS:

BY STORE MANAGERS:

Mr. Michael, store manager Java City (Lavelle Road)

Businessgyan in the Lavelle road outlet is placed behind the cash

counter and is visible to people who walk up to the cash counter, but

since most of the time the bill is produced to the customers in their

respective tables, customers do not approach the cash counter. As

hence visibility though good is not meeting its purpose. Hence therack needs to be shifted from the billing section to the sitting area of

the coffee shop.

Health & Glow (Commercial Street), Store manager-

The store manager in the commercial street outlet said that not more

than 3 copies in a month are sold since the visibility is very poor. The

magazine in the store is placed in a rack adjoining the cash counter.

The rack is barely visible. Hence provision needs to be made to place

the rack at a prominent place. E.g. on the billing counter.


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Businessgyan should try to increase its reach to more number of

people by enhancing its visibility in distribution outlets and efficient

and timely distribution services.

The distribution agencies responsible for placing and refilling the

magazine on the stands should be given strict instruction regarding

their role and the repercussions if they fail in their duty.

Monthly or quarterly visits to the distribution outlets can be made by

Businessgyan staff to verify if the said instructions are being carried

out and also to check if there is a possibility of placing the magazine

in a more prominent location where visibility is enhanced.

Businessgyan now needs to identify many other outlets where the

magazine can be placed and help in increasing its circulation.

Others were of the view that the magazine should be bigger in size so

that the visibility can be enhanced and looks on par with other

business magazines. They also felt the cover page of the magazine is

not attractive enough; one of the reasons is that the cover page is

congested with too much content (pictures and text)


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READERSHIP SURVEY

PURPOSE OF RESEARCH

The readers of the magazine have several suggestions for the

magazine. There was a requirement to clearly define the needs of the

readers in order to facilitate implementation of the possible changes.

These findings revealed that the readership aspects of the magazine

have not been researched adequately. This is a road that is less

traveled. This prompted us to undertake this research.

PROBLEM STATEMENT:

This project is undertaken to identify the varying needs of

Businessgyan readers and also to determine its reach impact. The

following pages contain recommendations and steps to improve the

problems stated above.

HYPOTHESIS:

Since this research investigation is company-specific, the company

has asked us to identify the readers satisfaction based on its

requirements. Hence the issue of hypothesis formulation, we feel, is

redundant.


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RESEARCH OBJECTIVES:

To identify needs of Businessgyan readers.

To make recommendations to enhance readers satisfaction in

the Businessgyan.

RESEARCH DESIGN:



schedule to be administered on the readers and the data so generated

will be subject to analysis and inferences will be drawn accordingly

RESEARCH LIMITATIONS:

Since this research investigation has been administered on

randomly selected readers, the problem of generalization is

obvious

Difficulty of tracking actual number of readers due to

overlapping

Time and resource constraints


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RESEARCH TOOL:

A questionnaire was designed with the help of the staff of

Businessgyan.

The objective was to identify the readers opinion about

Businessgyan, their opinion on the articles, their ideas for

improvement of the magazine in terms of content and people

featured in the magazine.


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READERSHIP SURVEY QUESTIONNAIRE:

Please Let Us Hear From You

We hope you find it useful. Our purpose with the survey is to meet

your professional information and career and practical needs. To

evaluate how we are doing and help us enhance the digest, we are

conducting this readership survey. The following questionnaire takes

only a few moments to complete. Since your views are very

important to us, please take the time to let us hear from you. (Pleasefeel free to check more than one box.)

1. How often do you read Business gyan?

( ) Regularly ( ) Sometimes ( ) rarely

( ) Never

2. How do you like the magazine?

( ) Interesting ( ) Satisfactory

( ) Informative ( ) No comments


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3. From where do you pick it up?

( ) Subscription ( ) Book shops

( ) Food world or other super markets ( ) Business center

( ) Hotel ( ) Conference

( ) Other

4. Have the ads helped you?

( ) Yes ( ) No

5. How do you rate it compared to other magazines?

( ) Very good ( ) More Informative

( ) More practical information ( ) Same as other business

magazines

6. The length of articles in Bg is:

( ) too long ( ) too short

( ) just right


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7. Which area(s) of Bg are of most interest to you? (Please feel

free to check more than one box.)

( ) Articles ( ) Interviews

( ) Panel Discussion reviews ( ) Campaign reviews

( ) Practical information ( ) In-depth analysis of cover

feature

( ) Expert-written ( ) other

8. What kind of people do you think should be featured inBusinessgyan?

( ) Business Leaders ( ) Entrepreneurs

( ) Achievers ( ) Middle/top level managers

( ) CEO /CFO ( ) Others

9. Any suggestions regarding content?

10.Please tell us how you think Bg can better meet your needs?

11.What kind(s) of information would you like to see featured in

future editions of Bg?

Comments:

Name

AddressThank you


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RESEARCH FINDINGS

Total surveyed 50

Corporates 35

Students 10

Others 5

Majority of the regularly category includes corporates. However

some of them come under sometimes and rarely category as they

are constantly travelling.

The magazine is not very popular amongst students.

Frequency of reading

0

10

20

30

40

Regularly Sometimes Rarely Never


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RATING OF THE MAGAZINE:

Businessgyan is most popular for its practical information especially

to human resource managers and facility managers. Practical

information includes advertisements (contacts) and articles that are

useful to decision makers in companies.

LENGTH OF THE ARTICLE:

No changes are required relating to the length of the article. The

readers were of the view that the length of the article was just right.

Though few were of the view that certain extremely interesting

articles could be carried forward in forth coming issues.

Rating of Businessgyan

0

5

10

15

20

25

30

35

Verygood Informative Practical Information


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CONTENT PREFERENCE:

Preference

80%

42%

32%38%

82%

52%

76%

4%

00.10.20.30.4

0.50.60.70.80.9

Artic

les

Interview

PanelD

iscus

sionrevie

Campa

ignrevie

w

Pra

cticalin

form

atio

In-d

epth

analy

sisofc

over

feat

Expe

rt-wr

itte

othe

r

CONTENT

VALU

E

IN%

From the above graph it is noticed that the articles and practical

information sections are the most preferred among the other content

in the magazine.


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CATEGORY OF PEOPLE MOST PREFERRED:

Most preferred category of people to be featured

0

0.2

0.40.6

0.8

1

Business

Leaders

Entrepreneurs

Achievers

M

iddle/top

level

m

anagers

CEO/

CFO

Others

From the above graph it is seen that the readers prefer to read articles

on achievers, business leaders and entrepreneurs. The readers want to

know the best practices followed in their respective companies and

try and implement it in theirs.

However in the CEO/CFO section only outstanding and popular

CEOs like Nandan Nilekani are preferred among a certain section of

people.


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SUGGESTIONS ANS RECOMMENDATIONS:

Suggestions by corporates:

As stated earlier corporates are frequent fliers and hence need the

flight schedule which was being printed earlier but was later

discontinued. There has been a suggestion to continue with the same.

Some of the Facility managers felt that the advertisements in the

magazine were been repeated too often. They suggested that new

advertisements and contacts should be printed as the use of the old

ones has been exhausted.

Suggestions by students and others:

The articles of Businessgyan pertain to more of practical information.

Students suggested that more of day to day affairs and news at

national and international level should be included to keep them

updated and for a better reach.

Students also suggested that Businessgyan should organize

competition in colleges and participate in the managements functions

of B-schools to create awareness about Businessgyan magazine as

majority of the students are not aware of the magazine.


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The students were also of the view that to increase the subscription

the magazine should be given at subsidized rates to the B-school and

graduate college libraries.

Students also feel that a section can be devoted to career related

issues, career counseling and growth, since most of the information is

firm specific. The Human Resource managers who are interviewed

can specify the knowledge and skills required for candidate to enter

their organization. This can help management students to equip

themselves with the required skills so that they can fit the job profile.


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BIBLIOGRAPHY

Books used:

Businessgyan

Businessworld

Business Standard

Websites visited:

www.businessgyan.com

www.business.com

www.hinduonnet.com
http://www.hinduonnet.com/http://www.business.com/http://www.businessgyan.com/


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ANNEXURE

Vibha Shetty

Documents

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