Starring……From the makers of……

ALOK AMITNIKHIL

MANDEEP

Gujarat Newspaper Industry

SUBMITTED TO MR.OHRI

Gujarat Newspaper Industry - 2001

•English

•Hindi•Gujarati

2000 Newspapers

were published

•Gujarat Samachar

•Sandesh

Market Leaders

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

• 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

• 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

• 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

• 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

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

• 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

• 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.

• 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

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

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

Thank You

News is something, someone, somewhere does not want to

read, Rest is PR.