danik bhaskar
DESCRIPTION
Danik Bhaskar pptTRANSCRIPT
Key facts
• 1992-95: Undisputed Leader in M.P• 1996-2000: Jaipur, Chandigarh, Haryana• 2004-06: Gujrat, Punjab• 2004: Lakhs-Millions, One of the top 25 dailies in world
Madhya Pradesh
Chandigarh
Haryana AhmedabadGujarat Punjab
Key Facts
• Ruling more than forty years in Madhya Pradesh as the leading newspaper circulation
• Launching as the number 1 newspaper in states like Jaipur, Chandigarh, Haryana, etc
• Arrived as the Radical Innovator in the newspaper Industry
Success over the time
• Single biggest direct consumer contact programme• Evolving the product with the customer• Challenged Conventional Wisdom• Reaches leadership or close to leadership position in
every launch• Mission to achieve something spectacular• Shifted the dynamics of the industry• The team saw opportunities where others saw
problems
OVERCOMING THE FEARS
• CROWD SOURCING "Wisdom of the crowd“ – Wisdom of the crowd is another type of crowd sourcing
that collects large amounts of information and aggregates it to gain a complete and accurate picture of a topic
• Value Addition– Giving subscription and adding value by money back offer
on dissatisfaction
• Customer survey:– Divya Bhaskar, before its launch group(1,450) conduct
ed a large consumer survey with both individuals & focus group interviews of 12 lakh households in and around Ahmadabad.
• Market research :– Dainik Bhaskar, an Indian newspaper views market
research not just as a tool for surveying the market they intend to enter, but also as a brand building exercise.
STP• Segmentation-– 8 titles in three languages across 9 states– Launch in Chandigarh- “Hinglish Dainik”
• Targeting- – Went to millions of houses– House earner & Buying decision maker
• Positioning-– They made the customers feel special– Involve in evolving by personal attention– Comforting & Assuring tust worthiness
• Place- Available in 9 states & 1 union territory
• Promotion-– Giving handbook and calendar to survey participants– Money back offer
• Value addition & Brand building– Through market survey they tried to establish trust and
rapport by enhancing experience. Thus, adding value and brand building
Human Resource Management
• Optimum & Effective utilization of Human Resources by intensive training
• Rewards & Appreciation along-with periodic parties & functions
• Innovative motivational strategies
• Empowerment & Ownership amongst surveyors by displaying acre & concern
• Retaining right talent e.g.- Sikar unit head in Rajasthan, surveyor in Jaipur
AIDA
• Market research
AWARENESS
• Customer Engagement through “Wisdom of Crowd” & personal attention
INTEREST• Showed
concern and worked on insights
DESIRE
• Assurance to deliver or money back
ACTION
PORTER’s 5 FORCES
Suppliers’ Power They covered costs by large nos. of subscriptions
Buyers’ Power They bent it on their side by Customer
engagement & assuring Value for money
Threat of New Entrants DB very well used it in their favor by being the RADICAL INNOVATOR, in spite of strong established players
Threat of Substitutes The internet
penetration shall lead to increase in English readers; for e-paper
and mobile apps.
Ind. Comp. The competition was with the established dailies in the regions