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Dainik Bhaskar launched in Jaipur in 1950 and became the leading newspaper by 1979. It focused on unbiased reporting and a good mix of national, international, regional, and local news. To grow, it used innovative advertising campaigns and sponsored awards and programs. It also built strong relationships with distributors and hawkers through credit facilities, commissions, and event invites. Dainik Bhaskar researched Jaipur extensively before launching, conducting a survey of 100% of households to understand reader preferences and identify an opportunity in the market. It launched with a low introductory price, below its main competitor Rajasthan Patrika, and assured no price increases for 6 months.
Dainik Bhaskar launched in Jaipur in 1950 and became the leading newspaper by 1979. It focused on unbiased reporting and a good mix of national, international, regional, and local news. To grow, it used innovative advertising campaigns and sponsored awards and programs. It also built strong relationships with distributors and hawkers through credit facilities, commissions, and event invites. Dainik Bhaskar researched Jaipur extensively before launching, conducting a survey of 100% of households to understand reader preferences and identify an opportunity in the market. It launched with a low introductory price, below its main competitor Rajasthan Patrika, and assured no price increases for 6 months.
Dainik Bhaskar launched in Jaipur in 1950 and became the leading newspaper by 1979. It focused on unbiased reporting and a good mix of national, international, regional, and local news. To grow, it used innovative advertising campaigns and sponsored awards and programs. It also built strong relationships with distributors and hawkers through credit facilities, commissions, and event invites. Dainik Bhaskar researched Jaipur extensively before launching, conducting a survey of 100% of households to understand reader preferences and identify an opportunity in the market. It launched with a low introductory price, below its main competitor Rajasthan Patrika, and assured no price increases for 6 months.
Submitted by: Group 3 Aditya Nagpal(231013) Anant Aggarwal(231023) Arjun PK(231033) Bhavya Sachdeva(231043) Divya Sinha(231053) Rahul Aggarwal(231057) APPROACH AND GROWTH OF DAINIK BHASKAR IN MP Basic Approach Focus on unbiased reporting, editorials Good mix of national, international, regional and local news Advertising Use of innovative mailers Tiger Campaign, Pain Balm Advertising on Television- Zee TV Sponsorship of awards and programmes Relationship with distributors and hawkers credit facilities, commission, invitees to events
Growth Launched in 1950 in Bhopal; leading newspaper by 1979 Two-third penetration in Golden Triangle- Indore, Gwalior, Bhopal Highest growth rate (of 104%) among top 10 dailies in the country Has a share of 75.89% among Hindi daily readers Largest read Hindi daily of Madhya Pradesh
DAINIK BHASKAR wanted to be leader in the market and not in the category. So they identified 8 districts where hindi publications were a clear dominant.
The readership stood at around 55% of the adult (above 12 years)
In all these districts, population was more than 1 million.
HHI index of all these cities was calculated to determine the competitive intensity of the market. HHI INDEX INDORE BHOPAL JAIPUR LUCKNOW PATNA DELHI KANPUR NAGPUR 3593.08 2812.80 4074.61 2260.71 4975.10 1970.56 3636.30 5697.72 Higher the HHI, lesser is the competition in the market.
HHI is high for Indore, Jaipur, Patna, Kanpur, Nagpur. But Indore was excluded from the list since Dainik Bhaskar itself was the leading newspaper there.
PROCEDURE FOLLOWED FOR CHOICE OF JAIPUR In most cases SEC A showed a higher readership, except in cases of Nagpur and Patna, where SEC B was above the average claimed readership. SEC A is the group with highest disposable income.
Jaipur has the highest percentage of readers of a hindi daily in the SEC A and B classes. These stats were in favour of Jaipur.
Patna was rejected on the bases that it had low literacy level and low per capita income as compared to Jaipur. There were also fewer number of hindi daily readers in Patna
Kanpur was also rejected because of high clutter percentage. Finally jaipur was selected as their sole target.
LITERACY POPULATION (MIL)91 JAIPUR PATNA KANPUR 2.261 2.038 1.662 HINDI DAILY READERS(MIL) JAIPUR PATNA 625 432 -Rajasthan Patrika- market leader with 218920 copies
Survey conducted covering almost 100% households subsribing a newspaper
City of Jaipur divided into 18 Zones. Further classified into 4 sub zones.
275 trained invetigators surveyed the chief wage earner of the family
- Majority readers looking for a nespaper with unbiased news
- Price of Rs1.50 would be ideal subscription price
- Better quality news from around India to be presented with a local flavour was the requirement
- Newspaper with colour pages during weekdays was launched
- Fixed pricing strategy for atleast 6 months followed
Print media could not be used as the largest newspaper subscribed was its main rival-Rajasthan Patrika
Hoardings ,inserts in rajasthan patrika(help from Hawkers)
Cable TV and participation in local events such as dusshera, durga puja, kar seva
Launch plan presented to advertisers and agencies Launched at a price lower than Rajasthan Patrika
Survey results were shared with readers and assured offering as per the requirement in the survey
Assurance of no price change for at least 6 months
Hawkers were paid commission
Advertisers offer a package deal to advertise in MP edition as well
Noted Hindi writer Kamleshwar hired to lead editorial staff MARKETING STRATEGIES IN JAIPUR Research and survey to create awareness and brand image, understand readers Targeting almost 100% of Hindi daily subscribers Unbiased, better quality of news with regional news Pricing low introductory price of Rs. 1.50 for 6 months Below the line advertising hoardings, inserts, cable network advertising, major events A Newspaper for the people, of the people, by the people