dainik.bhaskar

8/7/2019 Dainik.Bhaskar

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CONTENTS

Introduction

History

Objectives

Growth


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INTRODUCTION

Started in 1956 in Bhopal

Published by D B Corp Ltd.

Was started by Dwarka Prasad Agarwal

Is a Hindi language newspaper


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INTRODUCTION

Political Affiliation : Liberal

Most widely read newspaper in India

Ranks 11th world-wide in circulation

Sells 44.9 million copies daily


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HISTORY

Launched in 1956 as Subah Savere(Bhopal)

Renamed as Bhaskar Samachar followed bythe name Dainik Bhaskar in 1958.

By 1995 had displaced Nai Duniya as the

largest selling news paper in Madhya Pradesh

Current National Editor - Shravan Garg.


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OBJECTIVES

To build a reputation outside Madhya Pradesh.

To capture market share in Hindi speakingareas of India

First identified location was Jaipur, Rajasthan


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JAIPUR LAUNCH STRATEGY

Rajasthan Patrika : # 1 newspaper with a

circulation of 1,00,000 copies

First phase

To collect market information and create awareness

Second phase

Order fulfillment process.


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Phase I : Conduct Survey

Understand the reader satisfaction with existingoptions

Survey covered a population of 2,00,000 potentialcustomers

Survey was conducted by in house team of 700surveyors and not by a research firm

The team was highly trained in grooming, bodylanguage, customer engagement etc.

Hawkers were bypassed because they might havebeen prejudiced


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Phase I : Create Awareness

Handouts were distributed during surveys to create

awareness

Awareness also created through teaser hoardings


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Phase I : Survey Results

Surveys revealed that

95 % of readers were looking for a change

78 % felt that the Rajasthan Patrika was biased

Readers also wanted more city news to be covered

Initial targets revised from 50,000 to 1,00,000 postsurvey


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Phase II : Order Booking

Surveyors went back to the same households with aprototype of the paper

Advance subscription price was kept at Rs. 1.50 (for a6 month subscription)

Newsstand price was kept at Rs 2. The Patrika wasselling for Rs 2.25 then

Paper launched in Dec 1996 Printed and sold 1,72,000 copies on Day 1,

becoming the largest circulated newspaper in

Rajasthan on Day 1 itself.


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Mid 2003 : Launch in Gujarat


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AHMEDABAD LAUNCH STRATEGY

Mid 2003, forayed into Gujarat

3 months prior to the launch, the entire family

shifted to Ahmedabad

Conducted a similar survey in Ahmedabad in Mar2003

Survey covered about 8 lakh house holds in cityand about 3.5 lakh house holds in Mehsana andAnand


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Survey revealed that :

90 % of the people wanted unbiased coverage

Wanted the paper to be more colourful

Strong dislike for front-page advertisements

22nd June 2003, Divya Bhaskar (in Gujarati)

was launched with a circulation of 4,53,000fully paid up copies.

Matched the figures of Gujarat Samachar, (oneof the dominant newspaper of Gujarat (then))


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As per a survey conducted now Divya Bhaskar

is the largest selling newspaper with a

readership of 12.11 lakh, followed by Gujarat

Samachar with a readership of 10.02 lakh

readers


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STRATEGIESTHATCANBEADOPTED

Own Radio Station

Own News Channel in Hindi

Can Penetrate Into Untouched Areas E.gChildrens Weekly Journals.

Can Cover Different Spectrums Of News In T.VChannels.

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