PRESENTED BY:-

NAVEEN BANSAL JIMIT PATHAKRICHA SHARMA GOURAV SHARMAJUPINDER TEJIPUNJAB

LAUNCH

PRESENTATION

THE BHASKAR GROUP

One of the leading corporate house in India.Founded: 1958With a turnover of over Rs.1700 CroresHeadquarter: Bhopal, Madhya Pradesh (M.P)Chairman: R C AgrawalBhaskar Group Diversification: Newspaper, Electronic Media, Entertainment (Bhaskar T.V), Textiles, Oils, Printing, FMCG Retailing & Internet Services.

THE PRODUCT: Dainik Bhaskar According to National Readership Survey (NRS) Dainik

Bhaskar is the largest read newspaper group in India with 2.65 crores readers.

The circulation of Bhaskar Group Publications covers a total of 12 Indian states.

Having 153 offices all over India.

MILESTONE: Dainik Bhaskar 1983 - Launch of Dainik Bhaskar Indore. 1996 - Launch Dainik Bhaskar in Jaipur.. 2000 - Dainik Bhaskar Chandigarh and

Haryana. 2004 - Divya Bhaskar New York and

Toronto edition launched. 2006 - Launch in Punjab. 2010 - D B Corp Ltd. launched 50th

Edition by launching Bhatinda Edition on 12th Sep. 2010

They are planning to launch their edition in J & K.

DAINIK BHASKAR: PUNJAB LAUNCH

Launch: October 08,2006

Selling record no. of 1,86,000 copies on first day

Launch of Amritsar and Jalandhar editions

CORE OBJECTIVE: PUN JAB LAUNCH

Generate volume for the company

Achieve the vision of market leadership from the day one

THE BATTLEFIELD: PUNJAB Launch Hindi readers is more than regional (punjabi) newpaper

reader in Punjab. Following Encirclement Strategy It is the part of its overall expansion strategy

segmentation.

COVERED 2 REGIONS: The Majha The Doaba

MARKET RESEARCH

Two objectives: Surveying the intended target market Brand building exercise

Team of 250 boys & girls dressed in smart DAINIK BHASKAR outfit Data of five lakh houses taken from PUNJAB STATE ELECTRICTY BOARD

STRATEGY

Prize Contest

Hand over of a letter written by its chairman , along with a telephone directory

MARKETING STRATEGY OF Dainik Bhaskar IN PUNJAB

(1) New and Innovative marketing strategy i.e CAMPAIGN (7 phases).

(2) Expansion Strategy(3) Following Marketing concept (4) Advertising through double decker bus(5) Direct Marketing strategy i.e ONE-TO-ONE

CONNECTION WITH THE CUSTOMERS, ADVANCE BOOKING.

One-To-One Connection with the Customer:

To find out the Punjab based Hindi readers.

This survey was used for aggressive advance booking of the newspaper.

To make paper more people friendly few questions were asked regarding what people would like to read in the news-paper.

The direct marketing team went around the place with a “Pre Paid Coupons booklet”.

STRATEGY AGAINST COMPETITOR

Market Penetration

PUNJAB KESARI

Rs. 2/copy for 4 days

Rs. 3/copy for remaining 3 days

DAINIK JAGRAN

Rs. 2/copy

DAINIK BHASKAR

28 paise /copy

CAMPAIGN: “PUNJAB KO CHAHIYE JAWAB”

Seven phases of billboard advertising.

In high density areas. IMC Supplemented by various

media such as television, cable network, mobile vans , mailers, brochures.

Phase: 1

46 saal me sirf Ek Milkha Singh Kya kehte hain aap ! ( what do you say)Punjab ko chahiye jawab ( Punjab wants the answer)

Phase: 2

Featured the name Dainik Bhaskar along with issue, tag line and a base line.

Raise the issues related to Punjab.First time people associated the campaign to

Dainik Bhaskar

Phase: 3

Focus was shifted to national issues along with tagline and base line.

Phase: 4

Focus now was on social issues like bribery, reservation, education etc.

This time base line was “Sahi Faisla Kijiye”

Phase: 5

Fifth phase campaign ran only in Amritsar.Stressed on the fact that Dainik Bhaskar’s Amritsar edition is the

first Hindi newspaper in the city.The bold statement on billboard read “Ab Amritsar Ko Milege Apna

Pehla Akhbar” with “ Punjab ko chahiye jawab” as tagline and “Sahi faisla kijiye” as base line.

Phase: 6

“Main book kar raha hoon kyunki mujhe chaiye sirf sachai.

Billboards now portrayed people from all segments giving reasons why they were booking Dainik Bhaskar.

Phase: 7

Highlighting the content.“Sachai ko bhatakne nahein dengi khabre” Date of launch was also mentioned now.

OUTCOME: THE VICTORYHit The stand on October 08, 2006. Selling a

record number of 1,86,000 copies on the first day.

Despite of strong competition from Punjab Kesari and Dainik Jagran, it becomes the No. 1 news-paper

Around 3 Months- 2,10,000 copies sold per day.

Has a sales more than the combined sales of Punjab Kesari and Dainik Jagran.

CONCLUSIONPerfect case of the product purely matching the

expectations created by its campaign.Tremendous Marketing strategies used for the success

of the news-paper.Dedicated Efforts helped Dainik Bhaskar to become

the king of the news-paper market.Research combined with product development.

SUGGESTIONS A special column regarding business dictionary on the

business news page should be introduced so as to expand itself in the field of business.