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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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