Dainik Bhaskar Jaipur

The Success of Dainik Bhaskar in Jaipur was unprecedented.

1. DAINIK BHASKAR - JAIPUR Marketing Management: Case Analysis (PPT) PROF. NARENDRA K SHARMA Group: 07 Ajay Patel (2013IPG-005) Akshay Sharma (2013IPG-008) Ankit Kumar (2013IPG-021) Anni Gupta (2013IPG-022) Deepak Kumar (2013IPG-037) Keshav Singhal (2013IPG-059)

2. VISION DAINIK BHASKAR Highlights positive values that have driven India’s growth and aspirations. Inclusively working in coverage areas to bring about socio- economic change. connect with readers 1 Unbiased courageous journalism . 1 TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND, ENABLING SOCIO-ECONOMIC CHANGE

3. ABOUT US DAINIK BHASKAR began its journey with a four- page newspaper form Bhopal (MP) in 1958 by Late Dwarka Prasad Agarwal 3358 crore media house with 10,000- manpower strength 160 offices all over India has daily Newspapers 2 stand-alone weeklies & 1 magazine Circulating in 13 states of India. largest read newspaper group in India with 2.97 crore readers. 28% potential of India with Bhaskar markets 2 2

4. EVOLUTION DAINIK BHASKAR launched its Gwalior edition in 1967, Started in 1958 by Late Dwarka Prasad Agarwal as a four-paper newspaper 1958 1967 launched its Indore edition in 1983, 1983 3 3 1958 1967 1983

5. EVOLUTION DAINIK BHASKAR launched its Raipur edition in 1992, launched its Jabalpur edition in 1987 1987 1992 launched its Bilaspur edition in 1993, 1993 4 1987 1993 4 1992

6. EVOLUTION DAINIK BHASKAR December 1996, launched its Jaipur achieved no. 1 status & strong leadership in 1995 in MP 1995 1996 Became the No.1 urban newspaper of Rajasthan by1999. 1999 5 1995 1999 5 1996

7. WHY JAIPUR? DAINIK BHASKAR Jaipur had the highest percentage of readers of a Hindi daily in the SEC A and B classes, the group with higher disposable income. It was showing the fastest growth in Hindi newspaper readership. Also , Dainik Bhaskar was already being read in some of the southeast districts of Rajasthan Therefore Jaipur, State capital of Rajasthan was identifies as main target

8. IDENTIFICATION OF MARKET : JAIPUR DAINIK BHASKAR It was identified as the next big market. (1996) It targeted to be the no. 2 Newspaper in Jaipur in terms of Circulation. The first day , it managed to reach a circulation figure of 50, 000 in Jaipur city. The circulation reached 172, 347. It became the number: 1 – most largely circulated newspaper daily in Jaipur.

9. CHALLENGES FACED IN JAIPUR DAINIK BHASKAR Strong hold on the distribution channel Entry into new market Jaipur Presence of an undisputed market leader 10 Habit-Based Purchasing 8 Entry into new market Jaipur Presence of an undisputed market leader Habit-Based Purchasing Strong hold on the distribution channel

10. COMPETITION ANALYSIS DAINIK BHASKAR Being a leader in MP, Dainik Bhaskar set a target of acquiring a subscription base of 136,000 for its Jaipur edition. Information driven marketing systems, developed on a foundation of extensive research, were central to its strategy . vs 7 Commanded about 80% Market share. It was growing at around 35,000 copies per annum. Rajasthan Patrika had a strong hold on the distribution channel (nearly 85%) 9

11. COMPETITION ANALYSIS DAINIK BHASKAR They had a strong leadership in MP. Didn’t had any political support in Jaipur. The Bhaskar Group was about Rs . 400 million conglomerate with diversified interests in cement, oil extraction , hospitality, travel agency and textiles. vs 8 People were habituated of reading Rajasthan Patrika It was growing at around 35,000 copies per annum. It was the undisputed and undefeated newspaper in Jaipur. They had strong hold over advertisements , hence, had a political edge over other competitors.. 10

12. ACTIONS TO THE MAIN PROBLEM DAINIK BHASKAR Extensive Research of the market Jaipur Guarantee Bond Strategy 11 Pre-Marketing Strategy 1 2 3 11 A survey was conducted to create a newspaper ‘for the people, of the people and by the people’. Pre-market the paper and get con-firmed paid-up circulation. For the first time, in the history of newspaper marketing, the readers would know that a new newspaper was being published and they would tell the hawkers to deliver the paper to their doorsteps on a given date. Dainik Bhaskar’s inaugural issue was priced 33% lower than Rajasthan Patrika . The readers were offered an invitation price of Rs . 1.50 against the regular cover price of Rs . 2.00

13. MARKETING CONCEPTS DAINIK BHASKAR 3. AIDA 4. 4 Ps Crowd Sourcing 12 2. STP 12

14. CROWD SOURCING AND VALUE ADDITION DAINIK BHASKAR Crowd sourcing that collects large amounts of information and aggregates it to gain a complete and accurate picture of a topic Giving subscription and adding value by money back offer on dissatisfaction Customer survey and Market research Crowd sourcing that collects large amounts of information and aggregates it to gain a complete and accurate picture of a topic. Giving subscription and adding value by money back offer on dissatisfaction.

15. STP DAINIK BHASKAR Dainik Bhaskar set a target of acquiring a subscription base of 136,000 for its Jaipur edition. Need for Unbiased Newspaper and Price sensitivity Divided the Hindi spoken regions into major cities. The sample size of about 175,000 representing nearly 50% of households was chosen. SEGMENTATION TARGETING They made the customers feel special. The campaign was designed using below-the-line media, hoardings and free-standing inserts in Rajasthan Patrika . POSITIOING 14 14 SEGMENTATION TARGETING POSITIOING

16. AIDA DAINIK BHASKAR 15 15 A I D A AWARENESS INTEREST DESIRE ACTION Market research Customer engagement Showed concern and worked on insights Assurance to deliver or money-back

17. 4 P s DAINIK BHASKAR Different variations in different regions. Unbiased for readers Colored Supplements Higher Technology PRODUCT PRICE PLACE PROMOTION 16 2-3 Rupees daily Rs . 1.5 for 4 days in a week. An introductory price with a guarantee of no change in at least six months. Available in 9 states & 1 union territory. Jaipur had the highest percentage of readers of a Hindi daily in the SEC A and B classes Presentations were made. Supplemented by advertising in other newspapers , cable TV participation in major cultural and religious events

18. CONSUMER SEGMENTS DAINIK BHASKAR ADULTS ILLITERATE LOCALS 19 17 Articles of interest to all age groups. Good mix of national, international, regional and local news. ADULTS KIDS LITERATE ILLITERATE LOCALS

19. KEY REASONS FOR THE SUCCESS DAINIK BHASKAR Favourable rapport with ad agencies and advertisers Good channel of distribution Localisation of News Marketing Aggression Creative innovations such as events marketing Most Popular Business 18 Use of Local and English Languages

20. KEY REASONS FOR THE SUCCESS DAINIK BHASKAR AUDIENCE TASTE AND REQUIREMENS DIRECT AND AGGRESSIVE MARKETING SUCCESS CUSTOMER CENTRIC ORGANISATION 18 19 FLEXIBILITY EFFECTIVE PRICING POLICY

21. EXPANSION INTO OTHER PARTS OF RAJASTHAN DAINIK BHASKAR Produce marketing materials that educate Creating a powerful USP (Unique Selling Proposition 20 Testimonials from readers and advertisers . 20 Produce marketing materials that educate Testimonials from readers and advertisers . Creating a powerful USP (Unique Selling Proposition

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