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Presented by:

Jayda Bhagwati

Kamlesh Goplani

Jugal Thakkar

Jiten ShahKrishna Paudel

Kamlesh Bharwad


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Introduction

Dainik Bhaskar Group

Marketing Strategies Adopted by Divya Bhaskar

Competitors Punch Challenges, Benefits & Strengths of D.B

Conclusion


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The caselet focuses on the successful launch ofGujarati Daily Newspaper- DIVYA BHASKAR, by theDainik Bhaskar group in Gujarat.

The caselet illustrates the innovative market researchstudy undertook by the DB prior to the launch ofnewspaper that involved surveying the potential

customers on a large scale.


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It also describes the design of the newspaper whichwas based on the inputs obtained from the survey andits promotion to the customers.

Finally the case talks about the success of DBs launchstrategy which resulted in Divya Bhaskar becomingthe market leader and over taking the existing market

leader Gujarat Samachar.


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Dainik Bhaskar commands a staggering 1.5 crorereadership in India as per National Readership Survey(NRS) published in December 2003.

Divya Bhaskar, launched from Ahmedabad in June2003, began with 4,52,000 paid copies. As of February29 2004, the paper sold 5 lakh plus copies, making it

clear leader in Gujarati Newspaper Segment.


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Dainik Bhaskar- the fastest growing print media groupin the country today, began its journey with a four-page newspaper form Bhopal (MP) in 1958 as one ofthe business by the family by Late Dwarka PrasadAgarwal, the father of the chairman, Shri RameshChandra Agarwal.


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1958

Dainik Bhaskar launches its first edition in Bhopal onAugust 13

1977 Indias one of first web offset machine got installed at

Dainik Bhaskar for Bhopal edition, against uniformprevalent practice of rotary machine

1981

Dainik BhaskarsBhopal edition became the largestnews paper of Bhopal City


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1983 Launch of Dainik BhaskarsIndore edition - the first and

biggest move outside home town of Bhopal on March 05

1988

Launch of Dainik BhaskarsRaipur edition1993 Launch of Dainik BhaskarsBilaspur edition on September

20

1995 Dainik Bhaskar emerged as the number one newspaper inMadhya Pradesh and was declared the fastest growing dailyin India, by the Readership Survey


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1996 Launch of Dainik BhaskarsJaipur edition in Rajasthan on

Dec 19. This development marked a critical point for thecompany, which significantly altered the strategic

direction and growth plans of the company1997 Launch of Dainik Bhaskars fourth edition of Rajasthan

from Bikaner on Oct 16

Launch of the third edition in Rajasthan fromJodhpur onAug 03

Launch of the second edition in Rajasthan fromAjmer onApril 06


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1998

Launch of Dainik Bhaskars fifth edition of Rajasthan fromUdaipur on May 31

1999 Launch of Dainik Bhaskars sixth edition of Rajasthan from

Kota city, the educational hub of the country.

2000

Dainik Bhaskar group expands presence to Haryana stateon June 04, by launching Panipat and Hisar editions

Launch of Dainik BhaskarsChandigarh edition on May 07


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2001

Dainik Bhaskar Group further consolidated itsposition by launching Faridabad edition, in Haryana

state, after two editions from Panipat and Hisar2003

Launch of Divya Bhaskar fromAhmedabad on June 22.This was the biggest launch of any new edition, across

languages, across territories in India where the dailywas launched with 4,52,000 copies on day first andbecame the leading publication in Ahmadabad city


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2004 Launch of new Hindi magazine, AHA! Zindagi, the

first of its kind on lifestyle and positive thinking

In their first merger and acquisition, the DainikBhaskar group acquired Saurashtra Samachar thesixty years old, largest circulated daily newspaper ofSaurashtra

Launch of Divya BhaskarsBaroda edition on Sept 12

Initiated presence in Maharashtra with the launch ofDivya BhaskarsMumbai edition in July

Launch of Divya BhaskarsSurat edition on March 28


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2005

AHA! Zindagi magazine launched in Gujarati language

IMCL, a new web media company was formed as a

subsidiary of DB Corp2006

Entry in Punjab with launch ofAmritsar andJalandharedition on Oct 8


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2007 Launch of DB Gold the first compact newspaper in

Gujarati from Surat

Launch of DNA inAhmedabad and Surat as a franchise by

DB Corp Ltd Launch of Young Bhaskar Magazine for children and

Lakshya, a career magazine

Launch of Dainik BhaskarsLudhiana edition on Dec 15

Launch of Divya BhaskarsBhuj edition on July 30, makingit the only Gujarati newspaper with seven editions inGujarat

Launch of Divya BhaskarsRajkot edition on Nov 01


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2008 Dainik Bhaskar completes fifty glorious years as a leading

Hindi publication Business Bhaskar, a Hindi financial newspaper, was

launched in Bhopal, Indore, Raipur, New Delhi, Panipath,Jalandhar and Ludhiana with separate editions for each ofthese cities

Launch of Dainik Bhaskar editions in Pali, Nagaur, Bhilai,Ratlam and Shimla

Launch of DNA inJaipur as a franchise by DB Corp Ltd Launch of editions of DB Star in Bhopal and Indore

2009 Launch of DB StarJodhpur editions on Aug15, 2009


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Textile Oil Extraction and Refining FMCG Cable TV

Family Entertainment Art and Culture Event promotion and Retail marketing Education FM Radio Multi Media Desk Real Estate Shopping Mall


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Dainik Bhaskar
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Their actions and thoughts are based on the following principles: Entrepreneurship Ambition Innovation Professionalism

They are totally professional and committed to a goal. Theremight be different ideas among them, but they respect thesediverse ideas.

Their every effort will be focused on progress andentrepreneurship.

They give utmost importance to creativity and innovation. Theyshould always endeavor to do anything better than before, itshould be special, should be effective and should be done withtotal commitment.


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They believe in winning and teamwork. They believein delivering and always respect those who are capableof implementing every idea.

They as an organization are totally committed toemployees.

They should provide their consumers, what they needor which they require.

They would play a positive role in the society, nomatter in what medium they would be in.


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Gujarat-2000 newspapers

Prevalent kings of Gujarati newspaper industry-

GUJARAT SAMACHAR & SANDESH

Gujarat samachar- started in 1932- 1.47 million readersduring July to December 2002

Sandesh- started in 1943- 0.75 million during July toDecember 2002


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Beginning of 2002- Dainik group, leading businesshouse in the country with a strong presence in printmedia industry, decided to launch a Gujaratinewspaper- Divya Bhaskar in Ahmedabad- A leading

city in Gujarat.

Conducted survey for 6-8 months in terms of both,

product & advertisements.


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Demographic/Socioeconomic:-Age, Sex, Income, Marital Status, Occupation

Psychological/Lifestyle:-

Activities, Interests, Personality Traits

Attitudes/Opinions:-

Preferences, Views, Feelings, Inclinations


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Awareness/Knowledge:-Facts about product, features, price, uses

Motivations:-Why People Buy (Needs, Wants, Wishes, Ideal-Self)

Behavior:-Purchase, Use, Timing, Traffic Flow


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Phase 1: Consumer contact program through a door to door survey

Survey of 1.15 million house holds in abad, mehsana &anand

Analysis Dainik decided to launch newspaper according to

consumers expecttions

Simultaniously, mass media campaign was organised togive publicity to the launch.


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Phase 2: Chali tamari marji

Objective- informing the audience that the newspaper wasbeing launched according to their expectations

0.75 million households in & around ahmedabad werecovered

Bookings in the form of guarantee bonds

Bonds- subscriptions of 1 yr w/o advance money from thesubscribers provided the price of the newspaper will

remain unchanged


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June 22 03, Divya Bhaskar was launched inAhmedabad

Launched at the price of 1.5 Rs at the time whenprevelant rate of major newspapers in Gujarat marketwas Rs 2. Thus it seeded to break the existing cartle


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Launched with a confirmed circulation of 4,52,150copies, the highest in country for any newspaperon its opening day.

16 page newspaper with additional featuressupplement.


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Divya Bhaskar

Product: All colour pages Printing Media Daily Newspaper Demand by Customers More Pages More supplements

Place: 1st launched in

Ahmedabad & then inBaroda & Surat & than

whole Gujarat

Product: Partially Colourfull

Printing Media Daily Newspaper

Provide what theywished

Less Pages

Less supplements

Place: Every where in Gujarat

Gujarat Samachar


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Divya Bhaskar

Price: @low price of 1.5 Rs

Promotion: 1 yr subscription w/o

advance

Guaranteed bonds

Fixed price for 1 yr

Gifts for subscription

Price: @high price of 2.5 Rs

Promotion: Advance for

subscription

No guaranteed bonds

No fix price

No gifts for subscription

Gujarat Samachar


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How did competitors respond??? Many far reaching changes

Professional business

Investment increased in promotional activities

Price war began


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Success story of Divya Bhaskar


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Success story of Divya Bhaskar
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Sandesh: Reduced price to 1.50 Rs

Increased number of supplements

Incresed number of color pages

On the spot gifts


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Gujarat Samachar: Strengthened their marketing team at national & local

level

New design & layout

Pay nothing for the newspaper Mala maal dhamaka coupon scheme

Conducted beauty events in association with AyurHerbals & Hindustan Lever Ltd


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Difficulty in getting government advertisement

ABC ( Audit Bureau of Circulation) refused toconduct survey

Promotional strategies were against its term &conditions

Competitors were established

Existed loyal customer


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Newspaper design based on the input obtained fromsurvey

Group found 70% of reader were not happy with thereality coverage of current newspaper

Such dedicated effort helped them to dethrone theking of the market

Untapped need of readers finding revealed the need

for a more people friendly newspaper


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Whole paper was colorful Set up printing press in local district

More supplements

More space for advertisement world Generate loyal readership with relevant content

Paid great deal of attention on localization of news


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Recent survey had showed that Divya Bhaskar isholding a strong position in Ahmedabad withreadership figures of 5.132 mollion.

Divya Bhaskar have been able to grow the market sincetheir first venture in 2003 & they have higher numberof female readers.

The Bhaskar group is planning to come up with moreeditions & more printing centers to help DivyaBhaskar strengthen its position in entire Gujarat State.


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