An effective marketing strategy is required to retain the current customers as ill as to attract potential ones. A newspaper as a product can satisfy the need for getting the information that helps in decision-making process of the social and family life. Currently, the largest circulated Bengali daily newspaper in the country is "The Daily Prothom-Alo" with having an average circulation of , copies per day.
Marketing information system can help formulation of the marketing strategy of a newspaper. This study aims to overview how "The Daily Prothom Alo" authority can improve their marketing strategy and fulfill the need of the readers when not only print media but also electronic media is contesting very aggressively to attract current as ill as potential customers. Market segmentation can provide information about the characteristics shared by the readers of the daily.
Long-term vision is required to sustain the upcoming challenging environment with the rapid changes in the world. Competition is a never-ending process. Hoiver, it could not retain the position of the highest circulated Bengali daily. In chapter one I described the background of the study, the method I have used for this report. In chapter two, I have highlighted newspaper industry in Bangladesh and the way of competition running in the market. In chapter four I have focused on how the daily prothom alo maintaining its position as leading newspaper in Bangladesh by doing several promotional activities.
Chapter five refers to the SWOT analysis of prothom alo. And at the end I have given some recommendation that can be helpful for prothom alo for further actions.
People read Bengali newspapers to obtain information about national and international affairs. As people of Bangladesh are getting conscious about the need information, the number of readers of the national dailies is rising. At present, many national and international organizations are operating their offices in Bangladesh. Foreigners working in these organizations also read both Bengali and English newspapers by using the help of interpreters.
The number of readers of Bengali newspapers is increasing day by day. This inspires me to work on this report. For the purpose of collecting primary data, an unstructured questionnaire is used. Under the preview of the interviewed- the officials of Daily Prothom Alo, students, doctors, lawyers and housewives, are covered to analyze the competitiveness of "The Daily Prothom Alo "and then provide recommendations for designing effective marketing strategy.
The study used random sampling in designing the sample. Total number of respondents I got was Out of them maximum respondents are students of different universities.
Other respondents are 20 from the daily prothom alo, I also have got 10 respondent who are employee of prothom alo to provide inner view of prothom alo.
The study determines average psychology of the readers of "The Daily Prothom Alo". The study tried to collect the opinion of the readers as ill as target customers regarding their expectation from the daily.
The study also interviewed circulation manager of Hawkers Union of Dhaka city to know the present circulation of different Bengali newspapers in Barisal The study also analyzes strength, weakness, opportunity and threat.
Time period of the study is May to August They argue that often a firm selects a strategy from among two or more possible alternatives. Neill describes that busy potential clients are often unable to attend seminars, as many financial planners have found it rather hard ways. Teaching them and making the newspaper available and the newspaper firm is reachable through if their publication can ensure, then they are most likely to read-the local newspaper.
Dertouzos and Trautman by specifying and estimating a five-equation model of newspaper operations, provide evidence useful for addressing several issues concerning media concentration. On the cost side, the results indicate that there exist significant scale economies in the production of circulation and space. On the other hand, the evidence suggests that chain newspapers cannot produce output more efficiently than independent ones. If you continue browsing the site, you agree to the use of cookies on this website.
See our User Agreement and Privacy Policy. See our Privacy Policy and User Agreement for details. Create your free account to read unlimited documents. Computer literacy in Bangladesh is steadily on the rise. There is also a growing number of Internet users; cellular phone is widespread and so is accessibility of technology like SMS. The concept of a Digital Bangladesh is welcomed by the IT professionals and the general mass.
To fuel this notion the government must give due importance to the matter of cybercrime. Otherwise, like many other positive initiatives this will fall on its face. To make this a success the Ministry of Information Technology, along with the IT professionals and the media must come forward. The SlideShare family just got bigger. Home Explore Login Signup. Successfully reported this slideshow. We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads.
There is n r doubt that customer information is the lifeblood of any business and hence, CRM initiatives. Hill argues that a critical element of a firm's marketing mix is its distribution strategy, the means it chooses for delivering the product to the consumer. The way the product is delivered is determined by the firm's entry strategy.
Hoiver, if distinct groups of consumers have substantially different preferences, the groups bring forth products with more appeal to themselves and less appeal to others. According to SFN Home Published Reports the newspaper industry is highly competitive, and threats are changing all the time.
They are uniquely dependent on inter- related revenue steams provided by sales and advertising. Chapter: 02 2. At first, it has to identify its actual and potential competitors. But in order to maintain its leading position in thee market, it has to focus on the competitors. Comparative Pricing The marketing strategy, price is one of the important factors.
Chapter: 03 Sound marketing requires careful analysis of the readers. Before developing appropriate marketing strategies for a newspaper, the management of the paper has to know the percentage of the actual readers as ill as prospective readers. To sustain in the competitive advantage position the management of the newspaper has to research and develop strategic marketing on the basis of the both categories of the readers' opinion.
Students of Private Universities are target readers of English newspapers. The study conducted survey among students of three reputed Private Universities. Findings are presented in below table, Survey among the students of Different Private Universities S1. Out of them, the majority read of "The Daily Prothom Alo". Readers of "The Daily Prothom Alo" range from Chapter: 04 Consumers have different types of needs and to satisfy these various types of promotional activities have to be planned and implemented properly.
Promotional tools include advertising, sales promotion such as sampling, discount coupons, contests and others , and public relation activities such as: organizing programs, news conferences, donating money and others. Some of the promotional activities are discussed below: 4.
Meril organizes this program on behalf of "The Daily Prothom Alo". This program is held betien March and April. They can also accommodate other mobile phone companies. Other programs arc also organized on different occasions. Chapter: 05 Besides that the strength level is high also having several opportunities. Recommendations 6. This page may include the following.
To increase circulation of the newspaper among the students of public and private Universities. IPGMR, 2. Dhaka Medical College Hospital, 3. Gana Shasthya Hospital, 4. Suhrawardy Hospital, 5. Shishu Hospital, 6. CMH, 7. Central Hospital, 9. Ibna Sina Clinic, Lab Aid Ltd. Medinova Medical Services Ltd. Modern Diagnostic Center, Popular Diagnostic Center- Ltd. Compath Clinic, Holy Family Hospital, Islamic Eye Hospital, Note that blocking some types of cookies may impact your experience on our websites and the services we are able to offer.
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