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Starring…… From the makers of…… ALOK AMIT NIKHIL MANDEEP Gujarat Newspaper Industry SUBMITTED TO MR.OHRI

Gujrat Newspaper Industry

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deals with Newpaper Battle between Divya Bhaskar,Gujrat and Sandesh

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Page 1: Gujrat Newspaper Industry

Starring……From the makers of……

ALOK AMITNIKHIL

MANDEEP

Gujarat Newspaper Industry

SUBMITTED TO MR.OHRI

Page 2: Gujrat Newspaper Industry

Gujarat Newspaper Industry - 2001

•English

•Hindi•Gujarati

2000 Newspapers

were published

•Gujarat Samachar

•Sandesh

Market Leaders

Page 3: Gujrat Newspaper Industry

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

Page 4: Gujrat Newspaper Industry

• 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

Page 5: Gujrat Newspaper Industry

• 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

Page 6: Gujrat Newspaper Industry

• 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

Page 7: Gujrat Newspaper Industry

• 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

Page 8: Gujrat Newspaper Industry

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

Page 9: Gujrat Newspaper Industry

• 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

Page 10: Gujrat Newspaper Industry

• 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.

Page 11: Gujrat Newspaper Industry

• 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

Page 12: Gujrat Newspaper Industry

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

Page 13: Gujrat Newspaper Industry

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

Page 14: Gujrat Newspaper Industry

Thank You

News is something, someone, somewhere does not want to

read, Rest is PR.