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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- 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 D.B
Current Status –Divya Bhaskar
• Divya Bhaskar is PrintWeek India Newspaper Printer of 2009
• Divya Bhaskar won IFRA 'Best in Print‘
• Only regional newspaper of India to win “Best in Print” (Bronze)
• "Divya Bhaskar“, present in 2 states with 8 editions; as per the following chart:
http://investor.bhaskarnet.com/pages/awards.php?id=5
Divya Bhaskar
S.N. State Name Editions name
1 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