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Rajasthan Patrika Analysis Wrt Competitors - Garima

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Analysis of Rajasthan Patrika w.r.t. Competitors

Submitted By :Garima Gupta

Parameter of Analysis of Newspaper IndustryNewspapers in India are measured on two parameters, circulation and readership. Circulation is certified by the Audit Bureau of Circulations which is an industry

body. It audits the paid-for circulation of the member newspaper companies. Readership is estimated by two different surveys, The Indian Readership Survey (IRS) and the National Readership Survey (NRS).

List of players in the industry

Amar Ujala Dainik Jagran Dainik Bhaskar Hari Bhoomi Hindustan NavbharatTimes Navabharat(Mah/Chh) Nai Dunia Punjab Kesari Rajasthan Patrika

Market Share : based on Circulation% Market Share of different Dailies in Rajasthan (09)35 30 25 2015.74 32.94 30.10

15 10 5 0

13.09 6.10 2.0

Rajasthan Patrika Nav Jyoti Dainik Bhaskar Pratah Kaal Rashtradoot others

Evident from above : The Two Leading Newspapers in Rajasthan come out as Rajasthan Patrika Dainik Bhaskar

CirculationFigures in Lacs

8 7 6 5 4 3 2 1 0

7.8 6.43

Dainik Bhaskar Rajasthan Patrika

Today Rajasthan Patrika claims (09): Total of 7.8 lakh circulation in Rajasthan

Today Dainik Bhaskar claims (09): Total of 6.43 lakh circulation in Rajasthan

Top 10 Hindi daily newspapers in India[according to the Indian Readership Survey (IRS) 2010 Quarter 1 released recently by the Media Research Users Council (MRUC). The survey was conducted by Hansa Research.]

Note: These are all readership figures (in lakhs) and not circulation numbers. TOP 10 HINDI DAILIES Rank 1 2 3 4 5 6 7 8 9 10 Newspaper Dainik Jagran Dainik Bhaskar Hindustan Amar Ujala Rajasthan Patrika Punjab Kesari Navbharat Times Navabharat(Mah/Chh) Hari Bhoomi Nai Dunia IRS 2009 R2 160.96 128.8 93.36 82.99 64.86 34.25 23.66 14.06 12.77 11.87 IRS 2010 Q1 163.13 133.29 99.14 84.91 66.85 35.26 24.72 14.37 13.55 12.79

(All figures are in lakhs; IRS 2009 R2: IRS 2009 Round 2; IRS 2010 Q1: IRS 2010 Quarter 1)

Readership3.5 3 2.5 2 1.5 1 0.5 0 Rajasthan Patrika 0.654 1.4 0.574 3.35

AIR '09 Rajasthan All India

Dainik Bhaskar

Figures in Crores AIR : Average Issue Readership

Dainik Bhaskar with a TR of 3.35 crore is higher than IRS 2008 R1 readership figure of 3.19 crore. Rajasthan Patrika with a TR of 1.4 crore readers has seen an increase of 52,000 readers. Rajasthan Patrika still leads in this market (Rajasthan) with an AIR of 6,538,000. Dainik Bhaskar is next with an AIR of 5,736,000

Major Content CategoriesDainik Bhaskar

Rajastan Patrika

Mukhya prushtha Bazar Sports Entertainment Rasrang (Readers Literature) Abhivaykti (Readers Opinion & Editorial) Madhurima (weekly Magazine)

Mukhya prushth Rastriya Antar Rastriya Vyaapar Khel Bollywood Ravivariya (Sunday edition) Parivar (weekly supplement) Sampadikiya (Editorial)

The Pricing War There is Duopoly in the Newspaper Market of the two leading newspapers ,

Rajasthan Patrika & Dainik Bhaskar There is cut throat Competitive pricing strategy followed Price of both fluctuates between ~ Rs.1 & Rs.2.75 The Price Gap between the two hovering from ~ 25p. to 50p. Rajasthan Patrika still maintaining market leadership by offering various schemes. Dainik Bhaskar trying to break in to potential market by the leading the price

fluctuation.

Source of Revenue

Distinguishing features between Bhaskar and Patrika(In terms of Advertisement)

Newspaper Characteristics - ImageDainik BhaskarStrength The Bhaskar is livelier Drawback The Bhaskar for being unreliable Outlook The Bhaskar is a modern looking place with lots of plate glass and concrete.

Rajasthan PatrikaStrength The Patrika is more reliable and credible. Drawback Comparatively less livelier Outlook The Patrika is housed in a pink fortress, a typical Rajasthani fort.

Overall Analysis In terms of Circulation, Rajasthan Patrika is having the best circulation . But Rajasthan Patrika is lacking the readership in comparison to Dainik Bhaskar. In terms of advertising, Dainik Bhaskar earns more revenue from the Ads then

Rajasthan patrika while Advertising rates are higher in patrika than in bhaskar.

Strategy to Market PatrikaAs the circulation of Patrika is already very good , we need to improve its Readership . We can consider the following strategies : Improvise New Marketing Strategy to retain young readersy focus on image makeovers to appeal more to the youth by

innovative Content management Expanding into New Media y Patrika Group has a strong presence in Internet Industry y Do large no. of online promotion We can start giving a weekly supplement with the subscriptions which

will cover the most important news of whole week, it will be further useful for students who are facing competitive exams.

Thank You..!!!