PRESENTATION

PRESENTED BY :- Abhishek Agarwal Abhi Abhishek Agarwal Bikas Kumar Patra Danish Subzwari Gautam Singh Shweta Agarwal

THE BHASKAR GROUP

• One of the leading corporate house in India.• Founded: 1958• With a turnover of over Rs.1700 Crores• Headquarter: Bhopal, Madhya Pradesh (M.P)• Chairman: R C Agrawal• Bhaskar Group Diversification:• Newspaper, Electronic Media, Entertainment (Bhaskar

T.V), Textiles, Oils, Printing.

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.

THE BATTLEFIELD: PUNJAB Launch

• For Hindi readers in Punjab.

• It is the part of its overall expansion strategy.

• COVERED 2 REGIONS:(1) The Majha(2) The Doaba

Cities Covered Under Punjab Launch

Region Edition Sub.Edition Area Included

Doaba Jalandhar Jalandhar Jalandhar City & Cantt,Goraya,Phillor,Nakodhar,Kartarpur

Doaba Jalandhar Hoshiarpur Nawanshahar,Nagal,Ropar,Banga

Doaba Jalandhar Kapurthala Karputhala,Phagwara.

Doaba Jalandhar Ropar Hoshiarpur,Mahilpur,Garhshankar,Talwara,Mukerian,Bhangala,Dasua

Majha Amritsar Amritsar Amritsar,Patti,Tarantaran.

Majha Amritsar Gurdaspur Batala,Gurdaspur,Dinanagar,Dhaliwal.

Majha Amritsar Pathankot Pathankot,Sujanpur

Malwa Ludhiana - -

MARKETING STRATEGY OF Dainik Bhaskar IN PUNJAB

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

(2) Direct Marketing strategy i.e ONE-TO-ONE CONNECTION WITH THE CUSTOMERS.

(3) Promotional strategy i.e ADVANCE BOOKING.

CAMPAIGN: The “PUNJAB KO CHAHIYE JAWAB”

• Seven phases of billboard advertising.

• In high density areas.• 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 alone 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.

One-To-One Connection with the Customer:

• A team of 250 boys and girls in smart Dainik Bhaskar Outfit.• 5 lakh houses were visited, data was gathered from Punjab State

Electricity Board ( P.S.E.B)• To find out the Punjab based Hindi readers.• This survey was used for aggressive advance booking of the

newspaper.• Team also handed over a letter written by it’s chairman to the

customers along with a telephone directory of imp. Numbers like Hospitals, Police station etc.

• Double – Decker bus was used to offer free rides to the people waiting on the bus stand.

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

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 VICTORY

• Hit 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 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.

CONCLUSION

• Perfect 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

• Launch magazine for children which includes puzzles,quizzes,cartoons.

• Add a page providing information on jobs and career.

• A special column regarding business dictionary on the business news page should be introduced so as to expand itself in the field of business.

THANK YOU