A presentation on

Customized from day one Innovation Special – Dainik Bhaskar

Presented by Chaitanya M.V.K(HEB0909011)

Contents of the Presentation

• AIM and OBJECTIVES

• Introduction about the Company

• The Role of Market Research in Divya Bhaskar Success in Gujarat

• The successful launch of the Gujarati daily newspaper- Divya Bhaskar

• Needs of the potential customers

• The Innovation frame work followed by Dainik Bhaskar in Gujarat

• Some of the screen shots of newspaper

• conclusion

AIM

To Study the case study Customized from day one Innovation

special—Dainik Bhaskar .

OBJECTIVES

• To Identify the Challenge to become a market leader in new

language and a new territory by Dainik Bhaskar.

• To study the successful launch of the Gujarati daily newspaper-

Divya Bhaskar .

• To Analyze the needs of potential customers.

• To study the Innovation frame work followed by Dainik

Bhaskar in Gujarat.

Introduction about the Company

• Dainik Bhaskar is a Hindi-language daily newspaper of India.

• It was started in year 1958 from Bhopal, the capital city of

Madhya Pradesh.

• Its is owned by the Agrawal family in Bhopal and its current

national editor is Shravan Garg.

• Dainik Bhaskar has 27 editions in 9 states.

• In Gujarat, Bhaskar Group publishes Divya Bhaskar a Gujarati

daily launched in 2003

The Role of Market Research in Divya Bhaskar Success in Gujarat

Customer survey:

• Divya Bhaskar, before its launch group(1,450) conducted a

large consumer survey with both individuals & focus group

interviews of 12 lakh households in and around Ahmadabad.

Market research :

• Dainik Bhaskar, an Indian newspaper views market research

not just as a tool for surveying the market they intend to enter,

but also as a brand building exercise.

The successful launch of the Gujarati daily newspaper-

Divya Bhaskar

Divya Bhaskar did a thorough study of the various market in

which it launched its edition.

• Step1: The group first conducted a research study in

Ahmadabad.

• Step2: After establishing itself over there it moved on to Surat.

• Step3: This research work help in understanding the various

segment of people.

• Step4: By phase by phase it carried out it edition.

Needs of potential customers

According to the customer needs

• The price was only kept Rs 2 so it was economical for everyone

to purchase the newspaper.

• The whole paper was colorful & hence it boosts the image of

the news paper.

• The paper also set up printing press in local district so as to

give latest news to its readers and also save its transportation

cost.

Contd…

• The newspaper has got a lot of space as it newspaper was of 28

pages. So it offered more space for the ad world & hence

generate a lot of fund from it.

• The paper consists of 28-30 pages including supplements. This

strategy was implemented to cater the needs of news for the

whole family from children to youths to older class segment.

• Divya Bhaskar met the total needs of their readers and they

paid a great deal of attention on localization of news.

Ten types of Innovation Framework :

1. Business Model

2. Networking

3. Enabling Process

4. Core process

5. Product performance

6. Product systems

7. Brand

8. Customer experience

9. Service

10. Channel

Organizations that achieve breakthrough innovation usually cover at least 3-4 types of innovation included in the framework. But Dainik Bhaskar fulfils SIX.

The Innovation frame work followed by Dainik Bhaskar in

Gujarat.

Business model:

Using a pre-paid model at a large scale to convince advertisers

and vendors of the circulation at launch.

Enabling process:

Using a "crowd sourcing" approach to provide potential

consumers increased leverage in designing a new product.

Core process:

Developing a consumer centered, repeatable process to launch

media products in unfamiliar geographies and new languages.

Contd…

Product performance:

A localized content offering based on superior knowledge of

the needs of Gujarati newspaper readers.

Brand:

Using the research process as a platform to promote the brand.

Customer experience:

A unique model of consumer engagement that enables Dainik

Bhaskar to build awareness, obtain insights and build loyalty

rapidly in a new market.

Contd…

One key aspect of the innovation was using consumer

research for two-way communication, effectively doubling the

impact of each interaction. This approach was effectively a form

of "crowdsourcing," where a company finds a way to get the input

of a large number of consumers to help configure an offering.

In addition to extracting the

information that was relevant to the creation of a new, market

appropriate product, the experience that consumers received over

the course of the two visits was enough of a differentiator to

cement a relationship that resulted in high conversion to

subscriptions.

Some of the snap shots of newspaper

Web site of Divya Bhaskar :

Promotional video:• The video opens on the shot of a small boy looking longingly

at a toy in a shop, even as his mother drags him away and buys him balloons.

• Dhoni, the narrator, says that from childhood, we are taught to be satisfied with what we have and not ask for more.

• If the roads are in a bad condition, we will simply drive slower, we are taught to take another route. he says, ‘Zidd Karo’ (‘Insist on what you want’).

• In the next shot, Dhoni is seen protecting a girl at a bus stop. Next, a lady firmly gets herself a seat on the bus by making a man vacate it.

• One sees a handicapped man make a perfect dive into a pool, while another man hugs a tree .

• Dhoni then joins hands with other Indians and finishes finally ends with“Dainik Bhaskar. Zidd Karo, Duniya Badlo”

“Insists on what u want and change your world”

Conclusion:

• Finally, Dainik Bhaskar broken the geographic barrier and break

the language barrier by the success of Divya Bhaskar.

• Divya Bhaskar ‘s launch edition sold 4,52,000 copies, taking it

straight to the #1 position.

• Dainik Bhaskar gave Gujarat readers a customized news paper

from the day one.

• From the success of Divya Bhaskar in gujarat ,Dainik Bhaskar

has launched DNA(Daily news and analysis) in Mumbai-another

new language in new geography.

• As a result,Divya Bhaskar has a circulation of 11.5 lakh in

Gujarat with 9 editions.

Reference:

• 1.Unknown,http://businesstoday.intoday.in/content_mail.php?optioncom_content&name=print&id=14983,Retrieved on July 31.

• 2.Unknown,www.docstoc.com/docs/24724104/Case-Study---Dainik-Bhaskar ,Retrieved on july 31.

• 3.Unknown,http://en.wikipedia.org/wiki/Dainik_Bhaskar,Retrieved on july 31.

• 4.Unknown,http://connect.in.com/dainik-bhaskar/profile-522568.html,Retrieved on august 1.

Journals:

• Business Today

Thank you