broucher bihar final english.indd

VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

India's Largest Newspaper Group


LARGEST - PART OF OUR VISION

1. As the largest circulated Hindi Daily in the Country with a circulation of 34,50,905 copies of Dainik Bhaskar alone (January - June 2013)

2. Dainik Bhaskar ahead of Dainik Jagran by 6,87,000 copies i.e. 25%.

3. Total certifi ed copies of Dainik & Divya Bhaskar is 43,66,174 (This is excluding Divya Marathi, Business Bhaskar and Dainik Bhaskar Jharkhand)


ABC FIGURES - 2013 S.No. Publication Language Average Qualifi cation Sales (Jan-Jun 2013)

1 Dainik Bhaskar Hindi 34,50,9451 Dainik Bhaskar Hindi 34,50,9452 The Times of India English 29,97,6753 Dainik Jagran Hindi 27,63,2094 Malayala Manorama Malayalam 21,49,0125 Hindustan Hindi 19,53,9576 Eenadu Telugu 17,67,1437 Amar Ujala Hindi 16,98,4028 Daily Thanthi Tamil 16,90,6089 Rajasthan Patrika Hindi 16,25,37510 Lokmat Marathi 14,48,463

Source : Audit Bureau of Circulation January-June 2013


LAKHS COPIES DAILY

50


Himachal Pradesh

Gujarat

Rajasthan

Madhya Pradesh

Maharashtra

Jharkhand

Delhi

Haryana

Punjab

Chandigarh

Uttarakhand

JammuHimachal Pradesh

Gujarat

Rajasthan

Madhya Pradesh

Maharashtra

Jharkhand

BiharBihar

Delhi

Haryana

Punjab

Chandigarh

Uttarakhand

Jammu

14 STATES67 EDITIONS

4 LANGUAGES1.97 CRORE READERS


NOW IN

BIHAR

BIHAR


Bihar : Facts File

1. Area : 94,163.00 sq. kms

2. Population : 10,38,04,637 (All India Census 2011)

3. Capital : Patna

4. Literacy Rate : 63.82 per cent (73.39 % male literacy and 53.33% female literacy)

5. Religion : Hinduism, Islam, Christianity, Jainism, Buddhism

6. Languages : Bihari (Angika, Bajjika, Bhojpuri, Magahi, and Maithili), English, Hindi

7. Temperature : Summer season - 35-40 Celsius; Winter season – 5-10 Celsius Rainfall: Av. 120 cms

8. Major Industries : Agro-based, Tobacco, Power, Oil, Engineering, IT


Patna : Major Highlights

Patna's average annual population growth

rate: 3.72%

Agricultural hub with high produc-tion & export of food grain, sugar-

cane and rice

In 2009, the World Bank ranked Patna as the second best city in

India to start up a business.

Rapid Infrastructure Growth

Patna is 15th most developed city in India as per GDP. Total GDP of

Patna is Rs. 60,900 Crore

Patna is India's 5th fastest growing city and the 21st fastest

growing city in the world (Source: Reuters)


Patna : Facts File

According to data from the district trans-port offi ce (DTO), total number of perma-nent driving licences issued to women in 2011-2012 was 3,173 and the fi gure went up to 4,781 in 2012-2013. Growth of 51% in 1 Year

Year No. of Two Wheelers Growth in (In Lakhs) the Last 5 Yrs2009 2.932010 4.292011 5.112012 6.22013 7.38

1. Area : 3202 sq. kms

2. Population : 16,83,200 (All India Census 2011)

3. Literacy Rate : 84.71% (87.71% male literacy and 81.33 % female literacy)

4. Languages Spoken : Hindi, English, Magadhi

5. Two Wheelers Market :

6. No. of Wards : 72

7. Railways Network : Patna lies in between New Delhi and Kolkata which is one of the busiest rail route in India. Patna has 6 major Stations.


Patna – A New Begining for Bhaskar

BIHARA new milestone for

Bhaskar with its 14th State


Opportunity Sensed @ Patna

Bhaskar sensed an opportunity in Patna with its impressive demographical features and market potential.

Crosschecked this opportunity through:

Market Check• Readership and Circulation Figures• Comparing it with other similar markets for penetration opportunities.

Ground Check• Ground Study with 650 Surveyors in the City


Penetration Check

• Compared with other markets with similar Population and Literacy Rates.

• Patna penetration stands at just 44% which means the market has a huge scope.

• Dainik Bhaskar intends to open up this penetration to the level of 60% to 65%.

Census 2011 POP – Population HH – Households CRx- Can Read __ AxD – Any __ Daily Pent% - Penetration

City POP HH Literacy* CRx AxD Pent%

PATNA 1999 424 84% 1640 725 44%JAIPUR 2748 418 84% 2328 1579 68%INDORE 1659 627 87% 1443 791 55%KOCHI 1263 380 97% 1258 982 78%

Fig in 000's

IRS AIR 12 Q4


Readership & Circulation Opportunity

This is without duplication but if we calculate duplication which is currently very low due to high cover price, then Market has a huge scope with duplication and New Market Penetration.

Incremental New New SEC-wise break-up of New AHD Incremental AHD AHD Pent Circulation

If we take the new AHD 262 987 60 311 271 154 176 76 87467penetration to 60% w.r.t. CRH



Pub Overall Cir# RPC CRH AHD Pent. SEC-wise break-up of New AHD R'ship A B C D EHH 408 111000 4DJ 320 95000 3 1640 725 44% 228 199 113 129 56Prk 127 52000 2

PATNA CITY - 12 Q4


Knowing Ground Reality

650 Surveyors On Ground


Ground Approach to Market

Now that we have found opportunity and scope in the market through Readership and Circulation Analysis, we initiated a Ground Study of the market for the same.

Before entering the market, our team thoroughly studied and analysed the market :

Area Wise Planning & Scanning SEC wise

Households Location wise

Commercial Road Side Markets, Hospital, Hotels, Shops, Malls, Industries /Corporate, Saloons, Cash Sale Points etc.City Has been divided into N Geographical Division based on size of city further divided into Zones & Areas From where the Areas can be con-trolled affectively and to avoid unnecessary traveling to the fi eld staff.


Our Approach to Readers

Two phase Survey is planned to connect readers

with Bhaskar

1st Phase Survey Objective: To know the reader better and understand the need gap.

2nd Phase Survey Objective Connect them by meeting their expectations &

book them pre-launch


Our Approach to Readers – 1st Phase

• Reader’s Profile

• Reader’s Demand in Newspaper

• Reader’s Expectations from Bhaskar

• Product Gap Analysis

• Cover Price Demand

• Brand Connect

• Reader’s Involvement

The 1st Phase survey (Door to Door) has been done with the following objectives:


Our Approach to Readers – 1st Phase

Survey Kit which is given to the readers includes:

• Letter from Chairman

• Reader’s Questionnaire

• Group Brochure

• Handbook

• Vidya Nidhi Scholarship


Social ResponsibilityWhile studying the market through Survey, we as an organization did not forget our responsibility towards the society.

As a part of our Social Responsibility, we took various ground initiatives:

Joy of Giving Booklet An appeal to public to donate something for the needy

Diwali Distribution of booklet having Ganesh Laxmi Photo and Aarti

Chhatth Pooja Distribution of Aarti along with Calendar of 2014 and Distribution of Water pouches.

Distribution of Health Booklet Including Diet Chart and how to live a healthy life


Market Hype

• Outdoor Media Campaign (Hoardings / Kiosks)

• Inserts in Newspapers.

• Banners, Posters and Danglers

• FM Radio

• Cable Advertisement

• Cinema Slides

• Branding Presence in Major Rallies of City or such events.


Visibility in Market

Biscoman Building Jagat trade Centre

Dak Bunglow Chowk

Jagat Trade Center

Frazer Road


Impact in Market


Feedback from the ReadersWe approached 3,37,578 households in the 1st Phase Survey to understand the gap and feedback. We got the following major feedback:

1. 91% of the surveyed readers said that their existing newspaper is biased. They demanded an independent and uninfl uenced newspaper.

2. Cover Price of Rs. 1500 per annum for a newspaper is too high by which most of the people are dissatisfi ed.

3. Readers in Patna prefer great combination of Local & National News with Analysis.

4. 89% of the people said that they want to read political analysis which they miss in the existing newspaper.

5. 58% of the people were dissatisfi ed when asked about the look and feel of existing newspapers.


Bhaskar Approach on Reader’s Feedback

1. We are ensuring Patna’s 1st independent / unbiased newspaper (Which is not dependent on government advertising).

2. Reader Friendly Cover Price of Rs. 2.50 daily

3. Very strong local team to ensure a great community connect.

4. National / International News and Analysis with the largest network of Bhaskar in India.

5. Exclusive and Special Offerings of Saturday and Sunday through our exclusive tie ups with global repute magazines like TIME Magazine, Harvard Business Review, Auto Car, Good Housekeeping, Cosmopolitan and many others.


Our Approach - 2nd PhaseAfter incorporating all the suggestions from Readers, we again ap-proached the same set of readers (Door to Door) who already had a connect with Bhaskar with the following:

1. Survey Findings Brochure

2. Attractive Scheme BrochureProduct Brochure

3. Order Form


Towards Our Goal - No. 1 from Day 1

We started booking copies with this offer from 20th November in all the households with 650

people on ground every day

Till 18th January, we have already booked

1.7 Lac copies


Reader’s Comments – A Snapshot1. Bhaskar is such a strong brand that with just its hoardings, old newspapers in Patna have cut down

their rates. Let the actual newspaper come to the market. Desperately waiting.Kishor Singh, Patliputra

2. For the fi rst time, we are feeling that a newspaper is actually coming for the benefi t of the society with its strong & hard questions in hoardings.Narendra Yadav, Raja Bazaar

3. Patna needed an unbiased paper who has such strong presence across the country.Smita Sinha, Boring Road

4. The whole market is talking about Bhaskar as the whole City is painted yellow with the hoardings of Bhaskar.Shankar Gupta, Kidwaipuri

5. Bhaskar offerings seems really great as far as the price is concerned, and an impressive product brochure. Rishi Dwivedi, Kankarbagh


For any queries, write to: [email protected]

The group now covers 14 states with 67 Editions.

THE LAND KNOWN FOR REVOLUTION AND KNOWLEDGE SEES A NEW SUN RISE

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broucher bihar final english.indd

Marketing

admired media brand

socio economic change

patna bhaskar

largest circulated hindi

penetration patna penetration

copies of dainik bhaskar

dainik bhaskar jharkhandvision

total gdp of patna