Pre Pared By :-

Group No - 9

Guidance By :- Prof. Krunal Joshi

Submitted To :

Nicm (Sjpi)

A Branding Project

On

Academic Year :- 2014-15

India’s Largest Newspaper GroupIndia’s Largest Newspaper Group

Strong presence across India

MP, Chhattisgarh, Rajasthan, Punjab, Haryana, Chandigarh, HP,

Delhi, Maharashtra, Gujarat, Jharkhand & Jammu

14 states65 Editions4 languages

Trusted by 1.80 crore readersAcross 14 states

India’s

Largest Newspaper Group

Dainik Bhaskar Group

• Trusted by 1.90 crore readers everyday

• Covers 13 states with 65 Editions

• Reaches to 1.31 crore urban readers

• Bhaskar Markets account - 32% of

Indian GDP and 40% of Market

potential (MPV)

Sources: Indicus Analytics Market Skyline of India 2010 / indiastat.com / RK Swamy BBDO Guide to Market Planning 2008 / IRS 2012 Q1

• Single biggest direct consumer contact programme• Evolving the product with the customer• Challenged Conventional Wisdom• Reaches leadership or close to leadership position in

every launch• Mission to achieve something spectacular• Shifted the dynamics of the industry• The team saw opportunities where others saw

problems

• Dainik Bhaskar

• Divya Bhaskar

• Business Bhaskar

• Divya Marathi

• DNA

• DB Star

• DB Gold

• Saurashtra Samachar

Newspapers

MYFM-94.3 Jiyo dilse

• 4th largest radio network in India.

• Currently operational in 17 cities across 7 states in India - Jaipur,

Chandigarh, Bhopal, Surat, Raipur, Nagpur, Udaipur, Jalandar, Gwalior, Ahmedabad, Bilaspur, Ajmer, Amritsar, Indore, Jodhpur, Jabalpur, and Kota.

• The brand proposition - Jiyo Dil Se, inspires listeners by urging them to follow their heart. It shows them the way to live life to the fullest while giving the brand a young & vibrant feel.

FM Radio

I MEDIA CORP LTD A subsidiary company that provides integrated internet

and mobile interactive services.

• It is largest Hindi Newspaper site with

100 Million page views every month.

Internet Portal & Service

• The digital footprint contains:- www.dainikbhaskar.com - Largest Hindi portal, www.divyabhaskar.com - Largest Gujarati portalwww.dailybhaskar.com - English news site, www.divyamarathi.com - Marathi news portal.

• The mobile reach entails having WAP sites, phone applications, and a mobile shortcode 54567.

Everyday reaching 1.90 crore readers

across India

Brand Bhaskar is today synonymous

with excellence, speed, quality, ethics & innovation

Source : IRS 2012 Q1

The Top 5 Newspaper GroupsDainik Bhaskar Group

Dainik Jagran Group

The Times of India Group

HT Media Group

Malayala Manorama Group

Publication AIR Publication AIR Publication AIR Publication AIR Publication AIRDainik Bhaskar

14553Dainik Jagran

16412 The Times of India 7652 Hindustan 12157Malayala Manorama

9875

Divya Bhaskar

3693 I Next 618The Economic Times (Eng)

792Hindustan Times

3805

Saurashtra Samachar

250Midday (Eng)

422The Economic Times (Hin)

58 Mint 246

Business Bhaskar

81 Midday (Guj)

162Maharashtra Times

1401

DNA* 51 Inquilab 152 Navbharat Times 2588

DB Star 289 Nai Dunia 1688 Sandhya Times 90

Dainik Prabhat Kiran

98 Nav Dunia 369 Vijay Karnataka 3425

Mumbai Mirror 777

Bangalore Mirror 185

Ahmedabad Mirror 71

Pune Mirror 40 Total 19015 Total 19823 Total 17079 Total 16208 Total 9875

Source: IRS 12 Q1 AIR figs (000’s)* Does not include figs of DNA Mumbai, Pune & Bangalore

Source : IRS 2012 Q1

Figs in % Reach of All Readers of Any Daily in each State

State-wise urban Readership

BRANDING ACTIVITY

Jal Satyagrah An editorial and communication initiative

• “Jal Satyagrah”, Jal Hai toh Kal Hai (Watermovement- If there is water, there istomorrow) aims at motivating readers tosave 15% water in their daily usage

• To promote this cause the Group hadalso undertaken various activities andorganized a conference with experts fromUNICEF, UNESCO and InternationalCommission for Irrigation and Drainage.

CSR Activities

CSR Activities

Tree Plantation

• Dainik Bhaskar Group is carrying out tree plantations nationwide.

• Motivating the general public to come forward and plant a tree at their own place.

• The Group targets to plant 25 lac trees.

CSR Activities

Parinda - Save Bird Campaign

• During the peak of summers, when temperature reaches 45-47 degrees, thousands of birds die due to lack of drinking water & grains to eat.

• “Parinda- Save Birds”. 'Parinda' (pot to contain water & grains in local dialect) were made in consultation with the forest department & ornithologists.

• 50000 water bowls were distributed free of cost

• It elicited strong support from readers and the public and the state level personalities appreciated as well as participated in the campaign.

Other Initiatives

India Pride Awards

• The event acknowledges the role of Public in India's progress by awarding them for excellence.

• It is an annual event and has been graced by the Home Minister – Finance Minister of India . & Deputy Chairman of the Planning Commission.

Other Initiatives

Bhaskar Women of the Year Awards

• These awards were set up to recognize and felicitate deserving women in order to encourage and motivate women to achieve greater heights.

• More than 2,000 women participated in 4 categories.

• This also helped the brand to build a connection with women readers directly.

Other Initiatives

Junior Editor

• Junior Editor was an attempt to encourage newspaper reading habit amongst the younger generation through increasing interactivity with the newspaper

• 10 states, 42 cities and 592 schools participated in it and 67130 newspapers were submitted

• Jr. Editor was listed in Guinness book of World Records, Limca book of records as well as India book of Records

• Divya Bhaskar has coverage in 2 states with:

•Divya Bhaskar has invested in State-of-the-art printing technology - the KBA printing machine from Germany. This machine at its Ahmedabad plant is capable of printing high quality colour images leading to enhanced reading experience.

KBA printing set-up

Gujarat 6 editions (Ahmedabad, Vadodara, Surat, Rajkot, Bhavnagar and Bhuj)

Maharashtra Mumbai

Divya Bhaskar: Technology Advantage

Printing capacity of 85,000 copies per hour

• 'World largest manual newspaper' : more than 60,000 kids participated: Gunniess Book of record 2011

• 'India's first perfumed newspaper'; 41 lac copies: Limca Book of Records

• Brand Leadership Award 'GLOBAL AWARDS FOR BRAND EXCELLENCE'.2011

• 'International Newspaper of the Year', CMO Asia Awards 2011

• 'Gold Award for Best in Print', Wan-IFRA, 10th Asia Media Award 2011

• 'Marketing Solutions for Advertising Clients', INMA Awards, 2010

• 'Media Abby' Bronze Award at Goa Ad Festival 2009

• Platinum Award for public service category at 39th Creativity

• Silver Award for Newsletter B2B category at 39th Creativity

Awards & Recognition

• Dainik Bhaskar adjudged Consumer Superbrand (2009-10)

• World’s Largest Tea Party : INDORE Guinness World Record

• APMA Awards (Asian Publishing Management Awards) -

• Gold Award for Best Launch in Punjab• Silver award at the 'National Awards for

Excellence in printing' 2011.• 'Newspaper Printer of the Year' 2011 award by

Print Week.• Print Week - 'India Newspaper Printer' of 2009 • IFRA 'Best in Print' 2004• Brand Leadership Award - Radio, • 'Global Awards for Brand Excellence. 2011• 'Radio Channel Of The Year, CMO Asia Awards

2011 • 'International Broadcasting Excellence Award'

2010

Awards & Recognition

• Product

• Price 2-3Rs 1.50Rs.(four days in a week)

PROMOTION Promotion strategies are concerned with

the planning, implementation and control of persuasive communication with customers.

Strategies followed by Divya Bhaskar in space selling are as follows:

1.Discounts, schemes/offers.

2.Public relations.

3.Attractive ads.

4.Retaining the old clients.

5.Approaching efficient/potential ad agencies.

MARKETING STRATEGIES

It uses direct marketing to establish leadership position from day one.

To do the customer preference survey in order to study the requirements.

Involving the customer to collect the requirements, the suggestions and then design the project accordingly.

Pricing decision is based on the market affordability and the nature of his product to provide the best quality.

It reduces the Price of News Paper.

Pre-Launching Branding Campaigns

• Divya Bhaskar is strong company in this industry and it has good brand image.

• The firm’s financial position is also strong.

• The firm has good and enough employees, the firm providing all the facilities to its employee like bonus, incentive, training etc.

• Over staff in finance & personnel department.

• Coordination between departments is not proper.

• They do not contact any new customers directly.

CONCLUSION

• In light of above we can say that the current marketing strategies of Divya Bhaskar are satisfying up to a greater extent.

• They just need to change a bit in order to grab the whole market.

Thank You India’s Largest Newspaper GroupIndia’s Largest Newspaper Group