Starring……From the makers of……
ALOK AMITNIKHIL
MANDEEP
Gujarat Newspaper Industry
SUBMITTED TO MR.OHRI
Gujarat Newspaper Industry - 2001
•English
•Hindi•Gujarati
2000 Newspapers
were published
•Gujarat Samachar
•Sandesh
Market Leaders
Dainik Bhaskar Group
In 2002, Gujarati
newspaper – Divya Bhaskar
Strategies Adopted Phase – 1
Door to Door Survey –
consumer expectations
Mass media campaign – publicity to the launch
Phase – 2
Chali Tumhari Marzi
Launched in accordance
with customers’ expectation
• Guarantee Bonds • 1 – year subscription • No money in advance • Promotional price was `1.50 • Fixed price for 1 – year
• Huge Untapped Potential • Studied the product and advertising
before launching. • Record Opening
• Highest in the country for any newspaper- confirmed circulation 452,150.
Brand Loyalty
• Reduced price to r`1.50• Increased no. of supplements & colour
pages• Novel Scheme
• Customers get gift if they are subscriber of Sandesh
• Ineffectiveness • Pricing and offering strategy could
not leave an impact. • Customers started buying Divya
Bhaskar too. • Adapted old price.
Sandesh’s Strategies
• Strengthened its marketing team• Face lift to newspaper – Design &
Layout• Subscription offer – Plastic Bucket. • Malamaal Dhamaka
• Customers could redeem coupons to get guaranteed gift
• Conducted Beauty Events• In association with Ayur Herbals and
HLL.
Gujarat Samachar’s Strategies
• Difficulty in getting Government advertisement
• ABC refused to conduct survey• Promotional strategies were
against its terms & conditions
• Competitors were well established • Existed loyal customers• Govt. advertisement
Challenges Faced by D.B
D.B. – Rung Up The Ladder
•Proved credibility in terms of circulation
•A C Nielson and Ernst & Young
•Launched promotional campaign
•Exchange4media.com to attract advertisers
•Additional editions were launched
•In Surat @ `1.50
•In Baroda @ `2.00
•NRS – strong position of D.B. (5.132 Million Copies)
•Higher number of Female Readers
• Newspaper design based on the inputs obtained from survey .
• Group found 70% of readers were not happy
with the reality coverage of current
newspapers.
• Extensive in depth survey 1.15 million
(population Ahemdabad 3.5 Million-2001).
• Such dedicated effort helped them to dethrone
the kings of the markets.
• Untapped needs of readers – findings
revealed the need for a more people friendly
newspaper
Benefits of Research
• Paid a lot of attention on the presentation
of content.
• Minute details in a manner that
nobody misses them.
• It targeted the entire family
• Presented itself as unprejudiced,
people friendly newspaper , use
colours to make readers more
interested.
Differentiation Strategy of D.B.
• Whole paper was colourful. • Set up printing press in local district
• To give latest news to its readers.
• Newspaper was of 28 pages.• More space for the ad world, a lot of
fund from it.
• Generated loyal readership with relevant content.
• Divya Bhaskar met the needs of their readers
• Paid great deal of attention on localization of news.
Strengths of Divya Bhaskar
Current Status –Divya Bhaskar
• Divya Bhaskar is PrintWeek India Newspaper Printer of 2009
• Only regional newspaper to won IFRA 'Best in Print‘
• Launched DB Gold, Surat’s first afternoon paper ,the first afternoon initiative from the Bhaskar Group in Gujarat. • Cater to the needs of the industrialist, trader and business
community of Surat, which is over 2.52 lakh strong. • Afternoon has comparatively more time on hand identified
as a great opportunity .• Present in 2 states with 8 editions; as per the following chart:
http://investor.bhaskarnet.com/pages/awards.php?id=5
Divya BhaskarS.N. State Name Editions name1 Gujarat Ahmedabad 2 Rajkot 3 Jamnagar 4 Surat 5 Baroda 6 Bhavnagar 7 Bhuj 8 Maharashtra Mumbai
Newspaper Ranking - Circulation
•Gujarat Samachar Rank 14 (1.051 M)
•Divya Bhaskar Rank 19 (.840 M)
•Top 100 Newspapers Worldwide
•Gujarat Samachar Rank 46
•Divya Bhaskar Rank 71
Thank You
News is something, someone, somewhere does not want to
read, Rest is PR.
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