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A Dainik Bhaskar Group Initiative
Under
Dainik Bhaskar: Bihar Launch Campaign Duration: September 13, 2013 till January 19, 2014
“Best idea to grow subscription sales”
Presented by
INMA-2014
A Dainik Bhaskar Group Initiative
Under
Objective
• Dainik Bhaskar Group - ‘India’s largest newspaper group’ has
followed a strategy of launch and consolidation to expand its
coverage area. In this process, over the last 16 years, the group has
expanded its presence in 14 states, 67 editions and 4 languages
• A pioneer of aggressive launch formats in the Indian print industry;
Dainik Bhaskar aims 10-15% more copies than the erstwhile leader at
the time of the launch in a new market
Bihar was a 3 player ‘Hindi’ newspaper market with only 44%
penetration, highlighting the market potential for a right
product and of market expansion opportunities
___________________________________________________________
LAUNCH IN BIHAR
With HIGHEST NUMBER OF COPIES, No. 1 from Day 1.
A Dainik Bhaskar Group Initiative
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Concept: Twin-Contact Programme
Adapted for Bihar: ‘SPEAK UP BIHAR’
• Dainik Bhaskar adopted a ‘TWIN-CONTACT Programme as a Launch
strategy in 1996 with it’s entry in Jaipur market. This programme is
aimed at encouraging the readers in co-creating the product and
brings ownership to the readers. Since then; the process has been
suitably altered and adapted to successfully launch 66 editions
across 13 states
The existing newspaper players in Bihar provided the readers
a product which was not in tune with the reader needs.
____________________________________________________________
‘SPEAK UP BIHAR’ provoked the readers to redefine their
newspaper, demand for an enriched reader experience,
superlative editorial content and enable them to co-create the
newspaper as per reader requirement.
A Dainik Bhaskar Group Initiative
Under
Concept: Twin-Contact Programme
The twin contact ‘Door-to-Door’ survey and the resultant subscription
drive entails of:
• Phase 1- Understand the needs & expectations of the potential
readers in a census sized survey. This process is aimed at making
them co-owners in creation of the product. The objective being; to
create a prototype product based on research findings of the survey
• Phase 2- Present the product prototype based on the findings of the
survey & propose an annual subscription offer
A Dainik Bhaskar Group Initiative
Under
Twin-Contact Programme: Speak Up Bihar
• PHASE I
Door to Door on ground survey of 3,37,578 households was
conducted to understand the reader needs
The 650 surveyors conducting this census like activity- dressed in a
defined uniform with Logo Branding as walking billboards
• SUPPORT
An aggressive advertising campaign across Outdoor, Newspaper
Inserts, FM radio, Cinema, BTL ( posters, danglers, cable
advertisement) was launched to smoothen survey process and
create awareness
3,37,578 Households Contacted
A Dainik Bhaskar Group Initiative
Under
Twin-Contact Programme: Speak Up Bihar
• PHASE II
3,37,578 households surveyed in phase 1 were contacted with a
product prototype and an annual subscription offer
ENGAGING WITH READERS
Potential readers were engaged by stirring on social causes such
as - Distribution of Health booklets, Joy of Giving (appealing to help
under privileged) and many more
1,70,000 copies booked.
Launched as Number 1 from Day 1
A Dainik Bhaskar Group Initiative
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Twin-Contact Programme: Reach
Reflection of success of the Twin-Contact Programme:
Research parameter being:
How did you know about Dainik Bhaskar launch in Bihar?
52%
16%
24%
8%Direct Canvassing (TwinContact program)
Televisionadvertisement
Hoardings
Word of Mouth
A Dainik Bhaskar Group Initiative
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Addressing the research findings
• 91% of the surveyed readers said that their existing newspaper is
biased:
Dainik Bhaskar ensured readers a product which will be Patna’s 1st
independent/unbiased newspaper (Not dependent on
government advertising)
• Dissatisfaction amongst existing newspaper readers w.r.t. the cover
price:
Dainik Bhaskar launches with Reader friendly cover price of Rs 2.50
daily as opposed to competition pricing of Rs 5.00 daily. An
attractive subscription offer (With assured free gifts & a free
advertising coupon) along with the ease of EMI scheme as a
payment option was offered to the readers.
A Dainik Bhaskar Group Initiative
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Creative: Empathizing–Teaser
SPEAK UP BIHAR This dramatically ‘Sealed lips’ creative was aimed to encourage the
Newspaper readers of Bihar to ‘SPEAK UP’.
A Dainik Bhaskar Group Initiative
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Creative: Enticing–Teaser
SPEAK UP BIHAR Exercise your right of choice.
A Dainik Bhaskar Group Initiative
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Creative: Informing–Teaser
SPEAK UP BIHAR Dainik Bhaskar wants to know your opinion.
A Dainik Bhaskar Group Initiative
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Creative: Fair Price–Teaser
SPEAK UP BIHAR Why are newspaper in Patna costliest across the nation? Now only your
writ will run.
A Dainik Bhaskar Group Initiative
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Creative: Value For Money–Teaser
DAINIK BHASKAR ENCOURAGES READERS TO NOT GIVE IN TO
TYRANNY Questions competition: Price reduced. What about quality?
A Dainik Bhaskar Group Initiative
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Creative: Raising A Question–Teaser
SPEAK UP BIHAR Should thieves and murderers be a part of the Parliament?
Now only your writ will run.
A Dainik Bhaskar Group Initiative
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Creative: The Impact
COMPETITON EMPHATIZES WITH YOU AS WE HAVE ARRIVED?
This is the impact of the best newspaper of the nation.
A Dainik Bhaskar Group Initiative
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Creative: Launch
READ GOOD-THINK GOOD India’s best newspaper in Patna from January 19, 2014. Highest standards
of unbiased and courageous journalism.
A Dainik Bhaskar Group Initiative
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Creative: Festival Wishes–Teaser
SPEAK UP BIHAR May you continue to find happiness and may your good luck live long like
Sun our best wishes on CHHATH PUJA (A religious festival).
A Dainik Bhaskar Group Initiative
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Creative: Reader Engagement Initiatives
‘Joy of Giving’ Leaflets
A Dainik Bhaskar Group Initiative
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Results
1. DAINIK BHASKAR BOOKED 1,70,000 COPIES under annual
subscription . Launched in Bihar (Patna) as Number 1 from
Day 1
2. Under the Twin contact programme, the brand connected with 3,37,578 Households ( 1,20,000 copies were booked till
25th December 2013)
3. Competition slashed newspaper prices by 50%
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