Skyline Business School

Issue:15

A Study of Sales Promotion Campaigns of The Hindustan Times

Students of Skyline Business School undertook a study of the sales promotion campaigns of the Hindustan Times. The objectives of the study were to find the set of objectives set by the Hindustan Times for its sales promotion activities and to get the consumer's perspective on HT's sales promotion activities.

The study found that the main objectives behind the sale promotion programs were to:
·    Create interest among the youth
·    Attract new readers and retain the old ones
·    Create brand awareness about HT among readers and non-readers
·    Increase customer satisfaction
·    Keep readers happy with programs arranged by HT
·    Give itself a new "youthful" look

Our study also focussed on the various sales promotion schemes undertaken by Hindustan Times. Some of them are:
·    HT Scratch & Win Contest
·    Complete the slogan - lucky draws
·    Youth Nexus - sponsoring college festivals

PROMOTIONAL ACTIVITIES

We found that these activities concentrated on three major points.

These are as follows:
·    Increase in Circulation
·    Brand Promotion
·    Advertising Promotion

THE CONSUMER PERSPECTIVE
When consumers were asked to give a feedback on the Hindustan Times sales promotion strategies, 90 percent of them said that they were aware of these activities carried out by them.
We found that people subscribing to their newspaper were happy with the schemes being offered by them.

As part of our study, we asked a few subscribers of Hindustan Times to rate their promotional campaigns. The results are as follows:

· On being asked about the promotional programs, the subscribers were generally aware of them        thus making it effective.

· On being asked whether they were satisfied with HT, the subscribers said they were, and were also    of the viewpoint that the newspaper had lived up to their expectations.

· We also found that HT was successful in establishing itself as a newspaper for the youth.

The study found that the sales promotion programs of HT have been effective. Its objective to target the youth was met, as it was quite famous amongst the youth. We found that the "HT Scratch & Win" contest was one of the most successful programs.

Dissertation by Neeru Singhal, BBA (Hons) Marketing, Batch - 2000 - 2003

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