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Customized from day one Innovation Special – Dainik Bhaskar
Presented by Chaitanya M.V.K(HEB0909011)
Contents of the Presentation
• AIM and OBJECTIVES
• Introduction about the Company
• The Role of Market Research in Divya Bhaskar Success in Gujarat
• The successful launch of the Gujarati daily newspaper- Divya Bhaskar
• Needs of the potential customers
• The Innovation frame work followed by Dainik Bhaskar in Gujarat
• Some of the screen shots of newspaper
• conclusion
AIM
To Study the case study Customized from day one Innovation
special—Dainik Bhaskar .
OBJECTIVES
• To Identify the Challenge to become a market leader in new
language and a new territory by Dainik Bhaskar.
• To study the successful launch of the Gujarati daily newspaper-
Divya Bhaskar .
• To Analyze the needs of potential customers.
• To study the Innovation frame work followed by Dainik
Bhaskar in Gujarat.
Introduction about the Company
• Dainik Bhaskar is a Hindi-language daily newspaper of India.
• It was started in year 1958 from Bhopal, the capital city of
Madhya Pradesh.
• Its is owned by the Agrawal family in Bhopal and its current
national editor is Shravan Garg.
• Dainik Bhaskar has 27 editions in 9 states.
• In Gujarat, Bhaskar Group publishes Divya Bhaskar a Gujarati
daily launched in 2003
The Role of Market Research in Divya Bhaskar Success in Gujarat
Customer survey:
• Divya Bhaskar, before its launch group(1,450) conducted 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.
The successful launch of the Gujarati daily newspaper-
Divya Bhaskar
Divya Bhaskar did a thorough study of the various market in
which it launched its edition.
• Step1: The group first conducted a research study in
Ahmadabad.
• Step2: After establishing itself over there it moved on to Surat.
• Step3: This research work help in understanding the various
segment of people.
• Step4: By phase by phase it carried out it edition.
Needs of potential customers
According to the customer needs
• The price was only kept Rs 2 so it was economical for everyone
to purchase the newspaper.
• The whole paper was colorful & hence it boosts the image of
the news paper.
• The paper also set up printing press in local district so as to
give latest news to its readers and also save its transportation
cost.
Contd…
• The newspaper has got a lot of space as it newspaper was of 28
pages. So it offered more space for the ad world & hence
generate a lot of fund from it.
• The paper consists of 28-30 pages including supplements. This
strategy was implemented to cater the needs of news for the
whole family from children to youths to older class segment.
• Divya Bhaskar met the total needs of their readers and they
paid a great deal of attention on localization of news.
Ten types of Innovation Framework :
1. Business Model
2. Networking
3. Enabling Process
4. Core process
5. Product performance
6. Product systems
7. Brand
8. Customer experience
9. Service
10. Channel
Organizations that achieve breakthrough innovation usually cover at least 3-4 types of innovation included in the framework. But Dainik Bhaskar fulfils SIX.
The Innovation frame work followed by Dainik Bhaskar in
Gujarat.
Business model:
Using a pre-paid model at a large scale to convince advertisers
and vendors of the circulation at launch.
Enabling process:
Using a "crowd sourcing" approach to provide potential
consumers increased leverage in designing a new product.
Core process:
Developing a consumer centered, repeatable process to launch
media products in unfamiliar geographies and new languages.
Contd…
Product performance:
A localized content offering based on superior knowledge of
the needs of Gujarati newspaper readers.
Brand:
Using the research process as a platform to promote the brand.
Customer experience:
A unique model of consumer engagement that enables Dainik
Bhaskar to build awareness, obtain insights and build loyalty
rapidly in a new market.
Contd…
One key aspect of the innovation was using consumer
research for two-way communication, effectively doubling the
impact of each interaction. This approach was effectively a form
of "crowdsourcing," where a company finds a way to get the input
of a large number of consumers to help configure an offering.
In addition to extracting the
information that was relevant to the creation of a new, market
appropriate product, the experience that consumers received over
the course of the two visits was enough of a differentiator to
cement a relationship that resulted in high conversion to
subscriptions.
Some of the snap shots of newspaper
Web site of Divya Bhaskar :
Promotional video:• The video opens on the shot of a small boy looking longingly
at a toy in a shop, even as his mother drags him away and buys him balloons.
• Dhoni, the narrator, says that from childhood, we are taught to be satisfied with what we have and not ask for more.
• If the roads are in a bad condition, we will simply drive slower, we are taught to take another route. he says, ‘Zidd Karo’ (‘Insist on what you want’).
• In the next shot, Dhoni is seen protecting a girl at a bus stop. Next, a lady firmly gets herself a seat on the bus by making a man vacate it.
• One sees a handicapped man make a perfect dive into a pool, while another man hugs a tree .
• Dhoni then joins hands with other Indians and finishes finally ends with“Dainik Bhaskar. Zidd Karo, Duniya Badlo”
“Insists on what u want and change your world”
Conclusion:
• Finally, Dainik Bhaskar broken the geographic barrier and break
the language barrier by the success of Divya Bhaskar.
• Divya Bhaskar ‘s launch edition sold 4,52,000 copies, taking it
straight to the #1 position.
• Dainik Bhaskar gave Gujarat readers a customized news paper
from the day one.
• From the success of Divya Bhaskar in gujarat ,Dainik Bhaskar
has launched DNA(Daily news and analysis) in Mumbai-another
new language in new geography.
• As a result,Divya Bhaskar has a circulation of 11.5 lakh in
Gujarat with 9 editions.
Reference:
• 1.Unknown,http://businesstoday.intoday.in/content_mail.php?optioncom_content&name=print&id=14983,Retrieved on July 31.
• 2.Unknown,www.docstoc.com/docs/24724104/Case-Study---Dainik-Bhaskar ,Retrieved on july 31.
• 3.Unknown,http://en.wikipedia.org/wiki/Dainik_Bhaskar,Retrieved on july 31.
• 4.Unknown,http://connect.in.com/dainik-bhaskar/profile-522568.html,Retrieved on august 1.
Journals:
• Business Today
Thank you