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ID: 09MBA01
09MBA07
SUB: Integrated Marketing Communication
CASE:
Divya Bhasker rocks Gujarat
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Introduction
y Bhaskar groups national daily Dainik Jagaran
has the maximum readership in the country
and Dainik Bhaskar occupies the second slot inreadership as per
IRS and NRS report .
y In June 2003 , Bhaskar Group launched its
Gujarati newspaper Divya Bhaskar from
Ahmedabad and penetrate into Gujarat within18 month of its
inception.
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The need for a new paper
y The Bhaskar group conducted a large
consumer survey with individual and focus
group interview of 12 lacs household in anaround Ahmedabad and
they find people
wanted an unbiased and people friendly
newspaper.
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The challenge
y The Gujarat and Gujarati newspaper market
was dominated by two old time bigwigs-
Gujarat Samachar and Sandesh. So the market
of Ahmedabad is highly saturated.
y There were very few first time new reader to be
targeted so growth was possible only through
A) Getting people who buy Divya Bhaskar as
second and third newspaper .
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B) Switching to Divya Bhaskar from current
newspaper. Or
C) Targeting low income household that did
not purchase newspaper and relied on
borrowings. so the group setting modest goal of
entering in the market at the third position.
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Divya Bhaskar launch in Ahmedabady In June 22, 2003, Dainik
Bhaskar launch its
Gujarati newspaper Divya Bhaskar.
y Rs. 1.50 for first six month subscription.y Starting press at
Mahesana, near to
Ahmedabad for reducing transportation time
and cost.
y By August 2003, Divya Bhaskar circulation hassurpassed that of
Gujarat Samachar and
Sandesh.
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Gujarat Samachar and Sandesh spruce up
y Gujarat samachar and sandesh also started putting
their act together.It boosted the strength of its staff
and intensified its marketing effort by redesigning
the newspapers.
y Sandesh also improving its layout , increasing the
number of color pages and supplements ,investing
modern technology partnering with CNBC forpromotion ,bringing
its price down to RS. 1.50 and
launching a similar coupon scheme at Gujarat
Samachar.
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Divya Bhaskar launch in othercities
y In March 2004, the group launched the new
edition from Surat. Divya Bhaskar covered a
70% of the Gujarat market.
y It launched its third edition in Baroda in
September 2004 after another survey , one
edition from Rajkot, and 17 district edition fromvarious regions
of Gujarat.
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Other marketing strategy of
DivyaBhaskar.
y For attract advertisers paper dropped color ad
rates in Ahmedabad even lower than the blackand white rates of
its rivals.
y Divya Bhaskar also organized special events
such as Education Mela in Ahmedabad topromote growth in Retail
Advertising.
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Case solutiony Q:1 Discuss the role of market research in Divya
Bhaskars
success in gujarat.Do you think the research findingshelped
Divya Bhaskar in becoming the no.1 news paper?
Answer:
The Bhaskar group conducted a large consumer
survey with individual and focus group interview of
12 lacs household in an around Ahmedabad . They
find that 70% of people felt that the current newspaper were
average or not close to the reality and
they find people wanted an unbiased and people
friendly newspaper.
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y By market research only they come to know whatreader need in
Gujarat and how to design news paper
which is user friendly.y By the market research they know about
competitor
position.
y So from above discussion, I thing market research
findings helped Divya Bhaskar in becoming no.1position in
Gujarat.
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y Question: 2In what ways did Divya Bhaskar differentiate its
newspaper from other major competitor?
Answer:Divya Bhaskar differentiate its news paper from other
majorcompetitor by using following ways:1. Rs.1.50 per news paper
for first six months2.More people friendly than other news
papers.
3. Providing colored news paper while other are providingblack
and white.4.Divya Bhaskar also give gifts to their customers.
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5.For attract advertisers paper dropped color ad
rates in Ahmedabad even lower than the black
and white rates of its rivals.
6.Divya Bhaskar also organized special events
such as Education Mela in Ahmedabad to
promote growth in Retail Advertising.
