Presented by:
Jayda Bhagwati Kamlesh Goplani Jugal Thakkar Jiten Shah Krishna Paudel Kamlesh Bharwad
Introduction
Dainik Bhaskar Group
Marketing Strategies Adopted by Divya Bhaskar Competitors Punch
Challenges, Benefits & Strengths of D.B
Conclusion
The caselet focuses on the successful launch of
Gujarati Daily Newspaper- DIVYA BHASKAR, by the Dainik Bhaskar group in Gujarat.
The caselet illustrates the innovative market research
study undertook by the DB prior to the launch of newspaper that involved surveying the potential customers on a large scale.
It also describes the design of the newspaper which
was based on the inputs obtained from the survey and its promotion to the customers.
Finally the case talks about the success of DBs launch
strategy which resulted in Divya Bhaskar becoming the market leader and over taking the existing market leader Gujarat Samachar.
Dainik Bhaskar commands a staggering 1.5 crore
readership in India as per National Readership Survey (NRS) published in December 2003.
Divya Bhaskar, launched from Ahmedabad in June
2003, began with 4,52,000 paid copies. As of February 29 2004, the paper sold 5 lakh plus copies, making it clear leader in Gujarati Newspaper Segment.
Dainik Bhaskar- the fastest growing print media group
in the country today, began its journey with a fourpage newspaper form Bhopal (MP) in 1958 as one of the business by the family by Late Dwarka Prasad Agarwal, the father of the chairman, Shri Ramesh Chandra Agarwal.
1958
Dainik Bhaskar launches its first edition in Bhopal on
August 13
1977
Indias one of first web offset machine got installed at
Dainik Bhaskar for Bhopal edition, against uniform prevalent practice of rotary machine
1981
Dainik Bhaskars Bhopal edition became the largest
news paper of Bhopal City
1983
Launch of Dainik Bhaskars Indore edition - the first and
biggest move outside home town of Bhopal on March 05
1988
Launch of Dainik Bhaskars Raipur edition
1993
Launch of Dainik Bhaskars Bilaspur edition on September
20
1995
Dainik Bhaskar emerged as the number one newspaper in
Madhya Pradesh and was declared the fastest growing daily in India, by the Readership Survey
1996
Launch of Dainik Bhaskars Jaipur edition in Rajasthan on
Dec 19. This development marked a critical point for the company, which significantly altered the strategic direction and growth plans of the company
1997
Launch of Dainik Bhaskars fourth edition of Rajasthan
from Bikaner on Oct 16 Launch of the third edition in Rajasthan from Jodhpur on Aug 03 Launch of the second edition in Rajasthan from Ajmer on April 06
1998
Launch of Dainik Bhaskars fifth edition of Rajasthan from
Udaipur 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 state
on June 04, by launching Panipat and Hisar editions Launch of Dainik Bhaskars Chandigarh edition on May 07
2001
Dainik Bhaskar Group further consolidated its
position by launching Faridabad edition, in Haryana state, after two editions from Panipat and Hisar
2003
Launch of Divya Bhaskar from Ahmedabad on June 22.
This was the biggest launch of any new edition, across languages, across territories in India where the daily was launched with 4,52,000 copies on day first and became the leading publication in Ahmadabad city
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 Dainik Bhaskar group acquired Saurashtra Samachar the sixty years old, largest circulated daily newspaper of Saurashtra Launch of Divya Bhaskars Baroda edition on Sept 12 Initiated presence in Maharashtra with the launch of Divya Bhaskars Mumbai edition in July Launch of Divya Bhaskars Surat edition on March 28
2005
AHA! Zindagi magazine launched in Gujarati language
IMCL, a new web media company was formed as a
subsidiary of DB Corp
2006
Entry in Punjab with launch of Amritsar and Jalandhar
edition on Oct 8
2007
Launch of DB Gold the first compact newspaper in
Gujarati from Surat Launch of DNA in Ahmedabad and Surat as a franchise by DB Corp Ltd Launch of Young Bhaskar Magazine for children and Lakshya, a career magazine Launch of Dainik Bhaskars Ludhiana edition on Dec 15 Launch of Divya Bhaskars Bhuj edition on July 30, making it the only Gujarati newspaper with seven editions in Gujarat Launch of Divya Bhaskars Rajkot edition on Nov 01
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 of these cities Launch of Dainik Bhaskar editions in Pali, Nagaur, Bhilai, Ratlam and Shimla Launch of DNA in Jaipur as a franchise by DB Corp Ltd Launch of editions of DB Star in Bhopal and Indore
2009
Launch of DB Star Jodhpur editions on Aug15, 2009
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
Dainik Bhaskar
Their actions and thoughts are based on the following principles:
Entrepreneurship Ambition Innovation Professionalism
They are totally professional and committed to a goal. There
might be different ideas among them, but they respect these diverse ideas. Their every effort will be focused on progress and entrepreneurship. They give utmost importance to creativity and innovation. They should always endeavor to do anything better than before, it should be special, should be effective and should be done with total commitment.
They believe in winning and teamwork. They believe
in delivering and always respect those who are capable of implementing every idea. They as an organization are totally committed to employees. They should provide their consumers, what they need or which they require. They would play a positive role in the society, no matter in what medium they would be in.
Gujarat-2000 newspapers Prevalent kings of Gujarati newspaper industry-
GUJARAT SAMACHAR & SANDESH
Gujarat samachar- started in 1932- 1.47 million readers
during July to December 2002
Sandesh- started in 1943- 0.75 million during July to
December 2002
Beginning of 2002- Dainik group, leading business
house in the country with a strong presence in print media industry, decided to launch a Gujarati newspaper- Divya Bhaskar in Ahmedabad- A leading city in Gujarat.
Conducted survey for 6-8 months in terms of both,
product & advertisements.
Demographic/Socioeconomic Age, Sex, Income, Marital Status, Occupation
:-
Psychological/Lifestyle:Activities, Interests, Personality Traits
Attitudes/Opinions:Preferences, Views, Feelings, Inclinations
Awareness/Knowledge:Facts about product, features, price, uses
Motivations:Why People Buy (Needs, Wants, Wishes, Ideal-Self)
Behavior:Purchase, Use, Timing, Traffic Flow
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 to give publicity to the launch.
Phase 2:
Chali tamari marji
Objective- informing the audience that the newspaper was
being launched according to their expectations 0.75 million households in & around ahmedabad were covered Bookings in the form of guarantee bonds Bonds- subscriptions of 1 yr w/o advance money from the subscribers provided the price of the newspaper will remain unchanged
June 22 03, Divya Bhaskar was launched in
Ahmedabad
Launched at the price of 1.5 Rs at the time when
prevelant rate of major newspapers in Gujarat market was Rs 2. Thus it seeded to break the existing cartle
Launched with a confirmed circulation of 4,52,150
copies, the highest in country for any newspaper on its opening day.
16 page newspaper with additional features
supplement.
Divya Bhaskar
Product:
Gujarat Samachar
Product: Partially Colourfull Printing Media Daily Newspaper Provide what they wished Less Pages Less supplements Place: Every where in Gujarat
All colour pages Printing Media Daily Newspaper Demand by Customers More Pages More supplements
Place:
1st launched in
Ahmedabad & then in Baroda & Surat & than whole Gujarat
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
Gujarat Samachar
Price: @high price of 2.5 Rs Promotion: Advance for subscription No guaranteed bonds No fix price No gifts for subscription
How did competitors respond???
Many far reaching changes
Professional business Investment increased in promotional activities Price war began
Success story of Divya Bhaskar
Success story of Divya Bhaskar
Sandesh:
Reduced price to 1.50 Rs
Increased number of supplements Incresed number of color pages On the spot gifts
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 Ayur Herbals & Hindustan Lever Ltd
Difficulty in getting government advertisement
ABC ( Audit Bureau of Circulation) refused to
conduct survey Promotional strategies were against its term & conditions Competitors were established Existed loyal customer
Newspaper design based on the input obtained from
survey Group found 70% of reader were not happy with the reality coverage of current newspaper Such dedicated effort helped them to dethrone the king of the market Untapped need of readers finding revealed the need for a more people friendly newspaper
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
Recent survey had showed that Divya Bhaskar is
holding a strong position in Ahmedabad with readership figures of 5.132 mollion. Divya Bhaskar have been able to grow the market since their first venture in 2003 & they have higher number of female readers. The Bhaskar group is planning to come up with more editions & more printing centers to help Divya Bhaskar strengthen its position in entire Gujarat State.
