Internship Project Report

of

By :

Niharika Rajput
M100700035

1 | Page

ACKNOWLEDGEMENT
Perseverance inspiration and motivation have always played a key role in
success of any venture. I hereby express my deep sense of gratitude to
all the personalities involved directly and indirectly in my project work.

I would thank to God for their blessing and my parents also for their
valuable suggestion and support in my project report.

With immense pleasure, I would like to express my thanks to Mr. Amit

Prashar (Activation Department), my project guide for giving me this
privilege of working under him and completing this study.

I would also like to thank Mr.Mohan Sarwate (DGM) who has helped me
during this project directly or indirectly.

Last but not the least; I would like to express my sincere gratitude to
Abhishek Sir(Activation Department) and other faculty members who have
taught me in my entire MBA curriculum and our Dean Prof. S.R. Taneja
who has always been a source of guidance, inspiration and motivation.
However, I accept the sole responsibility for any possible errors of
omission and would be extremely grateful to the readers of this project
report if they bring such mistakes to my notice.

2 | Page

Table of Contents

S. No

Contents

Page No,

About Bhaskar

Social Initiatives

History

14

Type of business

17

PROMOTERS

41

Our Vision

42

Our Mission

42

10

11

3 | Page

MAIN COMPETITORS

Members on Board

SWOT ANALYSIS

The Project Report

42

47

52

54

About Bhaskar

With the readership of 1.81 crore the brand Bhaskar is today synonymous with
success, quality, change dynamism and ethics in millions of households
across India and the corporate world alike.
From a humble beginning of one Hindi Edition from Bhopal in 1958, group
today has grown to become India's Largest newspaper group.. The group has
a strong presence in newspapers, radio, event marketing, printing, short code,
internet portal. With its flagship Hindi daily newspaper, Dainik Bhaskar,
Gujarati daily, Divya Bhaskar, Marathi dialy Divya Marathi and English daily DNA, it covers 13 States with 62 editions. In addition to these, it also publishes
Business Bhaskar, DB Gold, DB Star and Magazines like Aha! Zindagi,
Balbhaskar, Young Bhaskar and Lakshay. The other media businesses
includes MY FM (radio channel), 54567 (Short Code), IMCL (internet
services).

4 | Page

Social Initiatives
1.

Bhaskar Foundation

Bhaskar Foundation is a not-for-profit charitable trust registered under the

Indian Trust Act. The trust is promoted by Dainik Bhaskar Group with an aim to
uplift the Indian society through various development programmes. Awareness
and enlightenment of society are an important part of the foundations
activities. Based out of Delhi the foundation is trying to reach out to a cross
section of Indian society at various urban and rural areas to serve and
empower them. Government, Non-Government organizations and corporates
will be partnered with in this mission . Various activities of social development
and CSR are already carried out by the group.

5 | Page

FOCUS AREAS
Foundation aims at covering a broad spectrum of issues which include :
Healthcare and sanitation
Education
Agriculture and Rural Development
National Security
Employment and Skill Development
Empowerment of Girl Child.

2.Taj 7 Wonders

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The New7Wonders Foundation, which was behind the New7Wonders

campaign, aimed at initiating a mass drive to get citizens of the world to
understand and appreciate their heritage under the motto: "Our Heritage Is
Our Future."
In the endeavor to live up to its motto, the New7Wonders Foundation
short-listed a total of 21 monuments from across the world and The Taj
Mahal was Indias nomination. In order to get to the Final 7, the foundation
mobilized the worlds biggest ever voting poll, by asking each and every
citizen across the world to vote for their seven favorite monuments.
The voting mediums were :a) The official website - www.new7wonders.com
b) Country specific website, e.g. India - www.indiainfo.com
c) Other mediums, e.g. India, SMS TAJ to 54567 and landline toll-free
numbers
Besides being considered an architectural marvel, the Taj Mahal is also a
heritage symbol in the minds of not just every Indian, but citizens of other
countries as well. Hence the challenge was to ensure that The Taj Mahal
entered the elite final list of New7Wonders of the World.
I Media Corp (IMCL- is a DB Corp Ltd. media enterprise providing
integrated internet and mobile interactive services) became the official
Indian partner of The New7Wonders Foundation. It initiated a nationwide
campaign to gather as many votes as possible to win The Taj Mahal its
rightful place amongst the final New7Wonders of the World.

For the Taj Mahal to be amongst the Final 7, it was important to create that
sense of cause, communicate it effectively and rekindle pride and unity
amongst millions of Indians. One had to make every Indian realize the
7 | Page

importance of this voting exercise - to ensure the Taj Mahal retained its place
amongst the Final 7. It was also very important to drive home the
understanding of what it would mean to Indians and their country if they did
not vote to make this happen.
Keeping the above need in mind, the proposition was crafted as: Defend our
pride
The creative worked at tugging at the pride factor in every Indian. It reminded
every Indian what their one vote could mean to the nation.
The creative idea therefore was Daav par hai bharat ka sammaan. Kijiye
Taj ke liye matdaan (Indias dignity is at stake save the grace, Vote for TAJ)
The main objective was to get hold of every Indian: Who is proud to be an Indian.
Who is proud of Indias rich culture and heritage.
Who can stand up to defend and protect the nations pride.
Who can understand and appreciate The Taj Mahal and its rich heritage and
also who can come forward and make TAJ MAHAL part of the New7Wonders
of the World by voting for the same.
A movement as big as this, voting poll needed an emotionally-strong anthem
to give it that sense of scale and magnitude. For this, the musical genius A.R.
Rehman, was roped in, to compose a special anthem for the Taj. The anthem
was then made in to a music video. It became an excellent support to the
other mainline communications that were done on TV, Print etc.
FEEDBACK: TAJ was listed in the New7wonder list.
Created a record of generating more than 60 lakh sms on a single keyword

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on 6th July 2007.

Media associates and companies took on themselves to create the push resulting in high buzz-image and word of mouth publicity.

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3.Water Conservation

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Water Conservation and its many aspects have been explored and talked
about since many years. It has been realized that there is an inertia and
indolence that persists amongst the masses towards any environmental
cause. Apparently this indolence does not let their thoughts translate into
action over minor or passive exposures or consciousness triggers.
Because I never found myself without it.
The Psyche behind the Inertia:
Because that is not my problem.
Because I am complacent. I will see if I run out of it.
I dont save water because:Because its not mine but the Govt.s job.
Because it doesnt cost me much.
Because I thought others will do.
To create an aperture towards this cause, Dainik Bhaskar took the
responsibility in creating awareness that instigates action. Hence, The Jal
Satyagraha initiative was born.
In the same context two massive campaigns, Jal Satyagraha Pratikriya and Jal
Satyagraha Jal sena were run in 2007 and 2008 respectively. Jal Satyagraha
Pratikriya initiated a thought process in the readers towards saving water by
calling for their ideas on saving water on a toll free number, email address and
postal set up.
Jal Satyagraha Jal Sena was an innovative story campaign where a group of
children undertook the pledge of being water saviours. Both the campaigns
were taken with great enthusiasm from the readers.
Bhopal:
From City of Lakes to City of Dried Lakes?
This was the grave question that the city of Bhopal was facing.

11 | P a g e

Why? The upper lake of the city was drying due to inadequate rainfall and
excessive usage. People dreaded the summers of 2004 to return when the
lake dried to the extent that young boys started using it as a cricket ground.
Sensing the grave water situation, the Shivraj Singh Government decided to
initiate water supply on alternate days in the city. This was the same Govt.
which won the last elections on the water issue!!!! It was now facing the wrath
of water depletion.
Dainik Bhaskar sensed a great opportunity here to make the people of the city
realise the importance of water.

12 | P a g e

1. Sanskar valley School

Sanskar Valley School was introduced with a Mission of Presenting Bhopal

as a quintessential center of education. It is a destination of choice for all
those who care about education.
It is co-educational, day-boarding cum residential, KG to class XII school.
The school is spread over a picturesque area of 37 acres.
Affiliated to the ICSE Board, the school is one of the projects which is very
close to Dainik Bhaskar Groups heart.
Committed to upholding a child-centered ethos, the school seeks to set
new standards in education.

Abhivyakti is an institute for all age groups to learn and develop various
forms of art under the guidance of renowned teachers. The institute is
totally non-profit making and an independent unit in itself.
Curriculum includes vocal music, tabla, guitar, synthesizer, Bharatnatyam,
Kathak, western dance, various forms of painting, innovative art, clay

13 | P a g e

modeling and pottery, dramatics, English speaking course, and personal

grooming. Summer courses are also offered.

History

Dainik Bhaskar Group is a multifaceted industry major founded half-acentury ago. The groups initial foray was into the newspaper publication
business. Over the years, the group has diversified into sectors such as
textiles, solvent extraction, oil refinery, vanaspati, export of polished / semiprecious stones, TV media, FM radio, Information technology, real estate,
theme amusement park, and FMCG. Indeed, under the stewardship of Shri
Ramesh Chandra Agarwal, the group has taken an honourable place
among Indias corporate elites.
Dainik Bhaskar was first published in Bhopal and Gwalior of the central
province. The newspaper was launched in year 1956 to fulfill the need for
a Hindi language daily, by the name Subah Savere in Bhopal and Good
Morning India in Gwalior in year 1957, it was renamed as Bhaskar
Samachar In 1958, it was renamed as Dainik Bhaskar which is now 1st in
India and 11th worldwide for the largest circulation of a daily newspaper.[1]

By 1995, Dainik Bhaskar had displaced Naiduniya as the No. 1 newspaper

in Madhya Pradesh (MP).[2] The newspaper decided to expand outside MP,
and identified Jaipur, the capital city of Rajasthan, as the market with the
highest potential.

14 | P a g e

Dainik Bhaskar's target was to enter Jaipur as No. 2 newspaper (in terms
of circulation) on Day 1, with 50,000 copies. To achieve this target, it did a
survey of 200,000 potential newspaper buying households in Jaipur.
Instead of outsourcing the task of surveying households, it set up an inhouse team of 700 surveyors. The team was highly trained in customer
engagement, and was trained by experts in body language, grooming,
posture, approach methods, social norms and rules etc. Based on survey
feedback, they went back to each of the households surveyed, to show
them a prototype of the newspaper and gave them the option to sign for an
advance subscription. The customers were offered a subscription price of
Rs. 1.50 (as against the newsstand price of Rs. 2) and a refund in case of
dissatisfaction. When Dainik Bhaskar's first launch outside MP happened
in Jaipur on 19 December 1996, it entered the market as No. 1 newspaper
with 172,347 copies. Rajasthan Patrika, the former No. 1, had a circulation
of just 100,000 copies at that time. [2]
The newspaper's next target was Chandigarh. It launched a customer
survey in January 2000, covering 220,000 households. At that time, the
English language newspapers in Chandigarh outsold the Hindi
newspapers by six times, with The Tribune as the leader (50,000 copies).
Dainik Bhaskar's survey found that people in Chandigarh preferred English
newspapers because of better quality. As a result, the newspaper
concentrated on design, and incorporated the local Chandigarh dialect in
the design, mixing Hindi and English. Dainik Bhaskar's second launch
outside MP happened in Chandigarh in May 2000: it entered the market as
No. 1 with 69,000 copies.[2]

15 | P a g e

In June 2000, Dainik Bhaskar entered Haryana, again as No. 1 on first day,
with 271,000 copies.[2]
In 1996, Dainik Bhaskar had a circulation of 350,000 copies in Madhya
Pradesh (MP). By 2004, this figure rose by more than 1000% to become
3.5 million in six states (including 2.5 million in Hindi and 1.2 million copies
of Divya Bhaskar in Gujarati).[2] In 2006, it was launched at Amritsar and
Jalandhar simultaneously, with 178,000 copies.[3] - Delhi, Madhya Pradesh,
Rajasthan, Chattisgarh, Himachal Pradesh, Punjab, Haryana, Chandigarh,
Uttar Pradesh, Maharashtra and Gujarat.[4]
Divya Bhaskar is the largest circulated daily of Gujarat as per ABC (Audit
Bureau of Circulation), and has the maximum number of editions by any
newspaper in Gujarat. It is published from Ahmedabad, Baroda, Surat,
Rajkot,Jamnagar,Bhuj, Mehsana, Bhavnagar (Saurashtra Samachar).

The company launched English newspaper DNA in Mumbai in 2004 in partnership

with the Zee Group. DNA is today published from Mumbai, Bangalore, Pune,
Ahmedabad and Jaipur. DNA is the second largest broadsheet newspaper of
Mumbai, as per Indian Readership survey ( IRS R2 09).

16 | P a g e

Types of business
1. Media business
2. Non-Media business

1.Media business

Newspapers
1.

17 | P a g e

Dainik Bhaskar, the flagship Hindi daily started in 1958, stands as an

example
of achieving
through
determination.
Today the
On November
1, 2007,perfection
our Company
launched
the Ahmedabad
and Surat
Periodicals
/ Magazines
newspaper
highlights
manyunder
positive
values thatlicense
have driven
India,with
its
editions of DNA
in Gujarat
a publication
agreement
Dainik Bhaskar Group also publishes the following periodicals which cater to
growth
It is depicted
as a change
agent
through
DMCL. and
The aspiration.
combined initial
daily circulation
for both
editions
hasitsbeen on
various sections of society:
campaign
Zid Karo
Duniya
Badlo.
average 214,260
copies
(Source:
Certificate provided by M/s. Gupta Navin

Aha Zindagi
is daily
a
K.
& Co., international,
Chartered Accountants)
a general
interest
English
It covers
national andDNA
localisnews,
politics,
business
and
monthly
lifestyleDNA
which
to thealso
needs
cosmopolitan
population
ofviews
Gujarat.
sports.caters
The paper
hasofanthe
editorial
page containing
the
of
in the
was
alsocolumnists
launched insuch
Jaipur
JuneNandy,
2008 with
anJmagazine
initial
of Hindi
eminent
as during
Mr. Pritish
Mr. M
Akbar,launch
Mr. Kuldeep
and Gujarati
approximately
36,000
copies.
Nayyar, Mr. Ayaz
Memon,
Mr. Surendra Mohan, Mr. Joginder Singh, Mr.
languages. The
Salim
Khan,
Mallika
Sarabhai
Tarak
on various
Launched
in Ms.
Mumbai
in July
2005, and
DNAMr.
has
fast Mehta
entrenched
itself inissues.
the
magazine was
lives
of aedition
young of
and
dynamic
readership
in India'sincommercial
capital in
The first
Dainik
Bhaskar
was published
Madhya Pradesh
launched in Hindi in
Mumbai,
IT Capital
Bangalore,
and other
cities- Madhya
such as Pradesh,
Pune,
1958, andinitthe
is now
published
in 32 editions
in 11key
states
2004 and in Gujarati
Ahmedabad,
Surat and Jaipur.
Through
views,
analyses
and
Rajasthan, Chattisgarh,
Haryana,
Delhi, news,
Punjab,
Himachal
Pradesh,
in 2006. The
interactivity,
DNA provides
readers
with Territory
a composite
picture of India and
Jharkhand, Uttarakhand
and
the Union
of Chandigarh.
magazine contains
Divya
the
world.
Bhaskar, our Gujarati daily, is the largest Gujarati language
In order to meet the different requirements and adapt celebrity
to the colloquial
biographies,
newspaper in terms of circulation (Source: ABC July -Dec 2008) and is
tastes of each distinct market, Dainik Bhaskar is published
articles
in by
32 well-known
editions
published in 7 editions and 20 sub-editions in 2 states. Divya Bhaskar has
and 115 district editions 90 sub writers on
a dedicated editorial team consisting of 273 members.
miscellaneous
On November 1, 2007, our Company launched the Ahmedabad
and Surat
Mall, Multiplexes, Hotel, SEZ, Amusement park and water-park.
Divya Bhaskar was launched in June 2003 from Ahmedabad,
where
it was
such
as
Bhaskar
Exxoils
LtdGujarat under a publication licensesubjects
editions of
DNA in
agreement
with
he FM radio business is operated under the brand name MY FM through
With malls,primarily
competing
multiplexes,
against
hotels
a publication
and real estate
that was,
activity,
at fashion,
the
Dainik
time,Bhaskar
nearly 8
astrology,
DMCL. The combined initial daily circulation for both editions
has
been on
manufacturing
centers.
the6 Subsidiary
SMEL,
in which Dainik Bhaskar Group has a 56.82% equity
Groups media
presence
in 9 state
and liquidity
putbytogether,
made
it
decades
old. Through
effective
strategic
planning
the
management
personal
finances
average
214,260
copies is(Source:
Certificate
provided
by
M/s. Gupta
Navin
Iinterest.
media corp
ltd.
(IMCL)
a
subsidiary
of
DB
Corp
ltd.
providing
integrated
The remaining 43.18% of SMEL is owned by Promoters and
Extract
and
refine
182.5
million
kgsmarketing
of oil based
products
annually.
possible
team
andfor
thethe
employment
group
to acquire
of robust
best
located
land
strategy,
in major
within
cities
a few
of the
and
investments,
K.
& Co.,and
Chartered
Accountants)
DNA isThe
a general
interest
English
daily
internet
mobile
interactive
services.
company
has
in
its
gamut
the
Promoter Group.
country.
Dainik
Bhaskar
Group
is targeting
new
heights
in
real
estate
In
months
1996,of
the
the
Dainik
launch,
Bhaskar
Divya
Group
Bhaskar
expanded
managed
itsto
portfolio
overtake
by
all
venturing
its
into
homeopathy
and
Bhaskar
In
DB
which
1993,
Power
caters
Salt
Group
Ltd.,
and
to has
the
a
Atta
Dainik
needs
incorporated
Bhaskar
of
the cosmopolitan
aGroup
company
company
named
has
M/s
signed
Sharda
of Gujarat.
an Solvent
M.O.U.
DNA
Dainik
Bhaskar
and
Divya
Bhaskar
websites
aspopulation
well
as
Indiainfo.com.
The
project
the
competitors
SMEL
textiles
currently
as brief
sector.
(Source:
below:
operates
ForIIM
-theCase
17
new
FMStudy)
endeavor,
radio stations
andShri
remains
Agarwal
in Jaipur,
the
incorporated
market
Ahmedabad,
leader
in
ayurvedic
Ltd.
with
was
to
Chhattisgarh
also
setlaunched
up ahas
facility
Government
in Jaipur
at Shivpuri
during
in January
(M.P.)
June for
2008
2008
Solvent
with
for setting
an
Extraction
initialset
launch
up
ofmedicine
Soya
coal
company
under
its umbrella
mobile
'.of
In 2003,also
group began
marketing
saltthe
and
Atta inshortcode
4 districts' 54567
of MP under
Bhaskar
that
Chandigarh,
market
Industries
inAmritsar,
termsLtd.
ofJalandhar,
circulation
(an ISO 9002
Indore,
(Source:
company)
Bhopal,
ABC July
toGwalior,
setto
Dec
aUdaipur,
spinning
2008).
Since
Ajmer,
unit
asup
well
as
stories
forat
Real Estate:
seed/Rapeseed,
based
approximately
thermal 36,000
power
and Refinery
plant
copies.
project
to refine
of 1200
edible
MWgrade
(Sub solvent
critical).
extracted
The
company
oil.
the brand name.
Mandideep,
then,
Surat,
Divya
Bilaspur
Bhaskar
near
and
Bhopal,
Nagpur,
has successfully
M.P.
Kota,
TheJabalpur,
coarse
launched
count
Raipur
editions
cotton
and
yarn
Jodhpur
throughout
unit pursuant
has a
young
In 1996,
has
54567
beengroup
allotted
further
Durgapur-II/Sariya
diversified into Captive
the manufacture
Coal Block
of of
Vanaspati
2children.
MTPA and
by set
1.
Launched
in Mumbai in July 2005, DNA
The
has
Group
fast entrenched
is setting upitself
the first
in the
of
Bhaskar
capacity
Gujarat.
to
licenses
of Salt.
granted
4189 TPA.
by GOI to broadcast FM radio entertainment
programs
According
to
IRS
up plant of
Ministry
at Coal
Shivpuri.
for its
Over
power
theplant.
years,Furthermore,
the group has
thecornered
company
a sizeable
has been
integrated
malls,
multiplexes
andof
liveswireless
The
of a young
business
and dynamic
verticalreadership
of I Media
in
Corp
India's
Ltd
deals
commercial
with a capital
variety
(other than news and news-related programs) in 17 cities.
Man
Atta.
ByTan
market
allocated
We
1998,
publish
fora
coal
its
weaving
supplements
refined
linkage
unit
oil
ofand
with
5toMTPA
the
Vanaspati
85.40
main
bylac
Coal
paper.
and
Mtrs.
ofsells
Supplements
India
p.a. its
capacity
Ltd.,
products
subsidiary
form
for under
grey
anMECL
integral
fabrics
the
Mumbai, in
solutions
over
theShort
IT Capital
Messaging
Bangalore,
Services
and
hotels
(SMS)
other
on 5.90
key
andcities
acres
Multimedia
such
of land
as Pune,
in the
manufacture
Bhaskar
and
part
SMELs
SECL.
of the
radio
Refined
product
The
was
stations
company
established
Oil
base
and
concentrate
ashas
Bhaskar
they
as
already
address
the
onVanaspati
companys
music,
acquired
specific
talk
366
brand
scope
shows
reader
acres
names.
ofand
needs,
activity
of land
other
while
in
forthe
the
heart
of the
Bhopal
city
Ahmedabad,
Messaging
Services
Surat and
(MMS)
Jaipur.
standard
Through
and
news,
allied
views,
services.
analyses
TheGross
SMS
and
textile industry
project
offering
entertainment
inadvertisers
Janjgir-Champa
oriented
enlarged.
a focused
programs
Subsequently,
district
reach
which
near
to Raigarh
aoffer
the
target
company
significant
in
audience.
Chhattisgarh.
expanded
interaction
Supplements
The
its with
Group
Ina g1996,
interactivity,
Shri
'54567'
DNA
Agrawal
provides
is available
incorporated
readers
across
with
another
India
lettable
a composite
and
new
area
itcompany
allows
approx
picture
sending
at
10,50,000
of
Shivpuri,
India
messages
and
sq.
M/s
ft.
18 | Pshortcode
e
weaving
Is
has
generally
listeners.
the
already
leading
capacity
Radio
aimsigned
afternoon
to stations
capture
topower
135 daily
are
local
lakhs
purchase
mostly
in
advertisement
the
metres
city
present
agreement
of
p.a.
Indore.
inrevenues.
and
allwith
the
Itdenim
isGMDC
cities
aimed
Set
was
where
forth
63%,
and
added
below
targeted
Dainik
to the
is a
multiplexes
Regency
the
including
world.Agro
multimedia
Products
objects
Pvt. (images,
Ltd., andincluding
audio,
set up video,
an6Expeller
rich text).
unit for rapeseed.
manufacturing
at
Chhatisgarh
summary
Bhaskar's
business
of
group
community
our
Govt.
range.
supplements
newspaper
30% and
and more
PTC
istocirculated.
Divya
and
localothers
Bhaskar:
issues.
comprise of 7%.

daily readership was

473,000.

PROMOTERS
Bal Bhaskar is a Hindi magazine for
children, sold as a periodical and

The company is promoted by the promoters

of Bhaskar
Group
Mr. inRamesh
supplement
to Dainik
Bhaskar
the
Chandra Agarwaal, Mr. Sudhir Agarwaal,states
Mr. Girish
Agarwaal
and Mr. Pawan
of Madhya
Pradesh,
Agarwaal.

Chattisgarh, Rajasthan and Haryana

(including the Union Territory of
Chandigarh). The magazine includes
cartoons, puzzles, stories and
information for children.

Our Vision
To be the largest and the most admired media brand enabling socio-economic
change.

Young Bhaskar, which was launched in

July 2007, is a childrens English
magazine which is sold throughout
India. The magazine includes cartoons,
Our Mission
puzzles, stories, and information for

Our pillars to achievie the vision

children.

Empowered Talent
Innovative Products and Processes
Ethical Governance

Lakshya, which was launched in

September 2007, is a career magazine
which is published in Hindi and sold
throughout India. The magazine

19 | P a g e

includes information regarding career

and education opportunities which are

their future study or career paths.

Go-getter is an in-flight magazine for

MAIN
COMPETITORS
Go Air. It is a business, consumer and
custom media magazine which is
tailored to the requirements of the
DAINIK BHASKAR Vs DAINIK JAGRAN traveler of Go-Air. The content of the
Reader loyalty

magazine is based on business-tobusiness as well as business-to-

Dainik Jagran has been consecutively ranked

as the related
numberdetails.
one daily in the past
consumer
five years. Its readership has increased from 9.4 m in IRS 00 to 17.1m in IRS 07.
Also, the companys readership grew by 120% from 9.6m in NRS 00 to 21.2m in
NRS 06. The readership of Dainik Jagran grew by 9.8 m readers as against 8.1 m
for the next four of the top five newspapers. This increase was more than three
times the growth in readership of the top six English daily newspapers combined,
which grew by 2.9 m readers. (Source: IRS 2000, Round 2 and IRS 2005, Round
2.). The leadership is due the continuous investment done by the company in
printing capacity expansion and entry in new regions. In terms of reach, there are
501 m people living in Dainik Jagrans footprint, which is approximately 49% of the
Indian population (source: Census 2001) and accounts for a large part of the
Hindi-speaking base in India. There are 93 m households within its footprint
showing its huge spread. Despite the high readership numbers, there still exists a
large scope for growth. There are about 360 m untapped audience who currently
do not subscribe to newspapers, out of which two-third is comprised of Hindi
readers.

Readership (persons in m)

20 | P a g e

2006
1
2
3
4
5
6
7
8
9
10
11
12

Newspaper
Dainik Jagran
Dainik Bhaskar
Eenadu
Lokmat
Amar Ujala
Hindustan
Daily Thanthi
Dinakaran
Rajasthan Patrika
Malayala Manorama
Times of India
Mathrubhumi

M
21.2
21.0
13.8
10.9
10.8
10.4
10.4
9.6
9.4
8.4
7.5
7.4

2005
Newspaper
1 Dainik Jagran
2 Dainik Bhaskar
3 Eenadu
7 Lokmat
5 Amar Ujala
4 Hindustan
6 Daily Thanthi
39 Dinakaran
8 Rajasthan Patrika
10 Malayala Manorama
9 Times of India
13 Mathrubhumi

m
21.2
17.4
11.4
8.8
10.5
10.6
9.4
1.5
8.7
8
8.1
6.4

Reach
The Hindi newspaper market in 2006 was estimated at Rs 27.2bn of which Rs
14.3 bn is ad revenues while, Rs 12.8 bn comes from circulation. Of the total print
market, JPL reaches the area of Rs10.3 bn in advertising and Rs 9.5 bn in
circulation. Out of this, Jagran has 37% of ad market and 18% of circulation. Due
to its strong presence, the company has been able to command higher ad rates.
JPL currently holds the No 1 position in 11 editions, while in most of the remaining
places; it holds the No 2 position. The biggest competitive advantage for JPL is its
massive reach with 225 sub editions and localisation of content. While it is
marginally behind Times of India in SEC A category, JPL is way ahead of its
competitors in SEC B and C categories.
In SEC B1 and B2 Dainik Jagrans readership is 3 m as compared with

21 | P a g e

Dainik Bhaskars readership of 2.4 m.

SEC C It has a readership of 2.4 m as against Dainik Bhaskars
readership of 2.1 m.
Persons earning more than Rs. 5,000 per month Dainik Jagrans
readership is 5.9 m compared with the second ranked Times of Indias (TOI)
readership of 5.6 m.
Though the company has managed to lead the sector, recently as per IRS R2, the
gap from its competitors has narrowed down due to the Dainik Bhaskars new
editions that were launched in Punjab. The gap has fallen from 4.6 m readers in
IRS R1 to 3.7 m readers in IRS R2.
Uttar Pradesh and Uttaranchal are the main
markets for Jagran Prakashan where it earns
65% to 70% of its revenues. Dainik Jagran is
the number one player in Uttar Pradesh, which is the largest market for Hindi
advertising. JPL also has a strong foothold in Bihar, Jharkhand and
Punjab.However, in 20% to 25% of the Hindi belt consisting of Rajasthan and
Madhya Pradesh the company has relatively lesser presence.

DAINIK BHASKAR Vs NAI DUNIA

Naidunia is a paper with a rich history & it still remains (in the minds of people) as
a scholarly paper with its comparatively puerile approach to langaugae (hindi),
22 | P a g e

only moderate instincts to sensationalise and one must add, a very high quality of
printing.
While Dainik Bhaskar has remained a more bol-chal ki bhasha wala (layman
language) paper. So it uses english words written in Hindi with absolutely no
compunction. Naidunia used to mock at this style of journalism (although now ND
follows this style as well). This helped DB reach out to larger base of people
reading it. So here it is - market driven v/s academic orientation. In the free
economy that India is now - Dainik Bhaskar - who most admit - is not necessarily
a better paper grew leaps & bound because it was a better marketer, quite like the
Times of India.

Localization
The Dainik Bhaskar group has to its credit some great innovations that made it
widely read. The amount of localisation of news it has done is amazing. It
currently prints 14 editions of Dainik Bhaskar (3 in MP, 2 in Chattisgarh, 7 in
Rajasthan, one each in Chandigarh & Haryana) - not to talk of a local page in
almost every small town like Mandasaur, Neemuch, Ujjain, Jabalpur etc. etc.
Ofcourse it has a National version of paper that circulates in the metro cities &
towns. Add to this Divya Bhaskar - The Gujarati version of the paper circulated in
Gujarat which has four editions. This is what makes this group bigger - & fastest
growing. Its very similar to what a mc-donalds does to its menu in every region cater to the taste of people their. Naidunia on the other hand did whatever
regionalisation driven by market compulsions - when DB seemed to have edged it
out in competition. So now you have the Gwalior edition of Naidunia which

23 | P a g e

seemed

to

have

done

rather

well.

Distribution
Talk to anybody in the business of media & they will confirm that managing your
distribution channels is the key. Make it available everywhere - & fast. DB started
doing that right from the start. DB started selling at every nook & corner of the city,
at bus stands, in trains using hawkers and not necessarily just on the book shops.
It was pushed with invitation pricing in many areas to get a quick foothold. The
group went out of its way to keep their distributors happy. Hawkers in Indore recall
the days when Naidunia was the only paper that sold. They had to line up to beg,
borrow, steal to get their needed number of copies.

Members on Board

Board of Directors
Mr. Ramesh Chandra Agarwal, (Chairman - Dainik Bhaskar Group)

24 | P a g e

Ramesh Chandra Agarwal is Chairman of the Dainik Bhaskar Group. A

visionary, Mr. Agarwal entered the media business at the age of 15 while
he was a student. From searching for news to editing it, printing it and
sending the papers out, Mr Agarwal oversaw everything for his family
newspaper.
With a vision to make Dainik Bhaskar Group a name to reckon with in the
international media scenario, the Dainik Bhaskar Groups three flagship
daily papers Dainik Bhaskar (Hindi), Divya Bhaskar (Gujarati) and DNA Daily News and Analysis (English) make it Largest Newspaper group in
India.

He is also the President and Patron in the Jawaharlal Nehru Cancer

Hospital, Soya Processors Association of India and the Bhartiya Sanskriti
Shiksha Sansthan.

25 | P a g e

Mr. Sudhir Agarwal, (Managing Director - Dainik Bhaskar Group)

Sudhir Agarwal is Managing Director of the Dainik Bhaskar Group, where

he is responsible for editorial, circulation, finance and key corporate
management activities.
Sudhir Agarwal has helped make Dainik Bhaskar Group a name to reckon
with, in the international media scenario. Today he is ranked 19th among
the Top 50 powerful personalities in India.
He is an active member of World Association of Newspapers, WAN.

Mr. Girish Agarwal, (Director - Dainik Bhaskar Group)

Girish Agarwal is Director of the Dainik Bhaskar Group. He is instrumental

in making the brand Bhaskar the media powerhouse it is today. He made

26 | P a g e

inroads into the Gujarat newspaper market when he launched Divya

Bhaskar, the groups Gujarati daily. However, his biggest achievement till
date was his role in the conceptualization of DNA (Daily News and
Analysis).

Mr. Pawan Agarwal, (Director - Dainik Bhaskar Group)

An Industrial Engineering graduate from Purdue, Pawan Agarwal, Director

of the Dainik Bhaskar Group, led the energetic team that conceptualized
and implemented the launch of the Dainik Bhaskar Groups English daily in
Mumbai - DNA (Daily News and Analysis).
Pawan Agarwal was closely involved in the launch phase of Dainik
Bhaskar in Rajasthan and Divya Bhaskar in Gujarat

Dr. Bharat Agrawal, (MBBS, MD, MBA, M.Phil)

27 | P a g e

Dr. Bharat Agrawal is the Excecutive director of Dainik Bhaskar Group. He joinned the g

Independent Directors

Mr. Ajay Piramal

Designation : Independent Director

Occupation : Business
Date of Appointment as Director : November 28, 2007

Mr. Piyush Pandey

28 | P a g e

Designation : Independent Director

Occupation : Business
Date of Appointment as Director : November 28, 2007

Mr. Harish Bijoor

Designation : Independent Director

Occupation : Business
Date of Appointment as Director : November 28, 2007

SWOT ANALYSIS

29 | P a g e

STRENGTH
Brand Power.
Market Standing.
Aggressive Promotion.
Language
Subscription
Journalists
Offers and Gifts
A Complete Family Newspaper.

WEAKNESS
According to people, Bhaskar has failed to provide sample paper but from
Companys point of view they had created history.

Advertising is not at all creative

OPPURTUNITIES
To achieve high market share in newspaper market.
After creating their base they can bring out different editions in different
language at different places.

THREATS
30 | P a g e

 All leading newspapers in market

Threat from English newspapers.
Upcoming Newspaper

RESPONSE OF READERS TOWARDS

CONNECT ACTIVITIES OF DAINIK BHASKAR

31 | P a g e

32 | P a g e

NEED AND OBJECTIVES OF THE

STUDY

1. Newspaper industry tries to attract the readers with the help of reader
connect promotional activities.
2. This study is about the various readers connect activities that is carried
out by a newspaper industry like DAINIK BHASKAR.
3. The findings of the study will help DAINIK BHASKAR to know what sort
of activities will help the readers to connect with the brand.
4. We can know whether the current events or the activities are able to
attract the ample number of readers or not.
5.It will further also indicate where the reformations should be made in the
brand connect events.
6 While comparison with others will help DAINIK BHASKAR to know what
activities and events are performed by the competitors.
7. This will help the company to design its USP(unique selling proposition)
in regard with events so as to attract and retain more readers than its
competitors.
8.To study the connectivity by the readers for the brand.
9.To study the brand image of DAINIK BHASKAR among the readers.

33 | P a g e

10. to study the reason of the readers to choose the brand.

LITERATURE REVIEW
Dainik Bhaskar- the fastest growing print media group in the country today,
began its journey with a four- page newspaper form Bhopal (MP) in 1958
as one of the business by the family by Late Dwarka Prasad Agarwal, the
father of the chairman, Shri Ramesh Chandra Agarwal. Ever since, Dainik
Bhaskar launched its edition one after the other in MP. Gwalior in 1967,
Indore in 1983, Jabalpur in 1987.
After setting many new trends in Hindi & Gujarati market, Bhaskar group,
in association with Zee, launched its English newspaper DNA (Daily News
& Analysis). In July 2005 with a circulation of 3 lakh + copies per day.
Over a period, the group has diversified its business into Textile, Solvent
Extraction, Job Printing, FMCG, and IT & Family entertainment. As of
today Bhaskar group is a 4000 crore company.
BRANDING STRATEGIES OF DAINIK BHASKAR
Pricing: Dainik Bhaskar is priced at Rs 2 (Mon- Sat) and Rs 2.5 on
Sundays
which is 50% less than the existing Hindi dailies in Ranchi at the launch.
Launch Strategies: The Dainik Bhaskar Group has adopted its orbit
shifting

34 | P a g e

innovative launch practice of twin-contact-point surveys, contacting 1.35

lacs
households & 10,000 commercial establishments in Ranchi.
New Launch Technique: Ranchi edition is a subscription based model,
which
was used for the first time ever in the market of Ranchi, and has a huge
prebookedfully paid subscription of 1.35 Lac copies. This reflects the connect
that the brand has already been able to form with the readers and the
confidence that the readers have.
Launch Campaign: The launch campaign of DB was basically a teaser campaign
which was done in a manner so that the readers of Jharkhand have the
time to
soak up the message. Dainik Bhaskar, had 25 strategically placed
hoardings in
Ranchi displaying an intriguing tagline- Suna tumne, ab Ranchi me
chalegi
apni marzi
Innovation Innovation Used:
a. Dainik Bhaskar brought out Jharkhands first 3D newspaper for its

35 | P a g e

Ranchi edition. With 1.48 Lac copies across 11 districts of Ranchi, the
newspaper was the talk point of the market. There were 21 ads which
were printed in 3D.
b. The3D glasses were imported and a dedicated team ensured that the
glasses were sent across to the readers along with the newspaper. The
production team as well as the marketing team of Dainik Bhaskar worked
relentlessly for achieving this mammoth task in jharkand.

Actual Work undertaken

36 | P a g e

Dainik Bhaskar Group Announce Bhaskar Woman of the Year Award 2010

Women are an integral part of society and contribute across spectrum which is
taken for granted. we have examples where women have gone beyond
expectations of just being a good- mothers-wives-sisters etc. They have not
only performed their responsibility and fulfilled the demands the family makes
on them- but have achieved more than that in life.
Dainik Bhaskar aims to recognize these uncelebrated women and is proud to
announce first ever award of its kind Bhaskar Woman of the Year Award
2010. The four categories being recognized are Socio-Cultural Achievement,
Family Idol, Excellence in Society/Public Service and Career/Professional
Excellence. Each of the categories will reward the achievements and
contributions of women whp have gone beyond their call of duty.
Brief description of categories and eligibility are:37 | P a g e
Socio-Cultural
Achievement - Women who have overcome social and

cultural difficulties and have gone on to challenge institutions and set

Sample Questionnaire
CUSTOMER PROFILE

Name

Age

Gender

Qualification

Occupation

Contact Number

38 | P a g e

Address

QUESTIONARE
Q1.Which newspaper do you read?
Ans 1.Dainik bhaskar
2. others
If others please specify?

Q2.Where do you read the newspaper?

Ans.1. home
2. office
3. library
4.public transport areas.

Q3. What is your frequency of reading?

Ans.1 Daily
2. More than thrice a week.

39 | P a g e

START

3.twice a week.
4. once a week.
Q4. Why do you prefer to read a particular newspaper?
Ans.________________________________________________________
__________________
Q5. Are you aware of the events carried by newspaper company for
readers?
Ans. 1.Yes
2.no
If yes kindly specify
___________________________________________________________
___________________
Q6. Are you aware of the events conducted by dainik bhaskar for its
readers?
Ans.1.yes
2.no
If yes then which of the events are you aware about?
1. Parle G Bhaskar genius scholarship awards.
2.Bhaskar Women of the year awards.
3. education fair. Viz EDUCATION NEXT
4.father day
5. healthcare program
6.filmstar visits
Q7.what was your immediate reaction for an event?

40 | P a g e

Ans1. exicited
2. curious
3. casual
4. aggressive
Q8. What was your response towards the event?
Ans 1.you participated
2. no participation
If no participation then why not?
___________________________________________________________
___________________
Q9. How was the event.pls tick the appropriate option?
Ans 1 outstanding.
2. very good.
3. good
4. satisfactory
5. bad
6. very bad
Q10.Do you think such activities help the readers to connect to the
newspaper brand?
Ans. 1. Yes
2. no
If no then why?

41 | P a g e
Hindi or Guajarati
speaking / multi lingual

Working, politicians, home

makers, sportswomen,
teachers, etc

May be hesitant to
participate due to
publicity

Wome
n
___________________________________________________________
___________________
Areas
of appeal:
Q11.How far such activities are helpful for
bhaskar
tosuccess
build its brand?
Age profile 18+; must
currently live in the
areas
Ans 1.defined
Helpful

in business, social service,

care of family, managing
adversity, equality, sports,
arts

2. Not helpful
Q12Which are events you want from dainik bhaskar to do?
Ans.________________________________________________________
___________________________________________________________
____________________
Q13. Apart from the events what all more can be done by the newspaper
to connect to its readers? Pls mention your suggestions?
Ans.________________________________________________________
___________________________________________________________
_____________________________________

START
END

Editorial team shortlists final 3 per state top x entries for consideration
hurima
llows-up
and
to receive
Bhaskarcompleted
identify upto
entry
5 women
forms from
per state
them & conducts their initial interview
(Note 2)
Final jury determines winners based on a Q&A session (Note 1,2)
42 | P a g e

ANALYSIS AND INTERPRETATION OF

QUESTIONARE
Q1.Which newspaper do you read?
Ans 1.Dainik bhaskar
2. others
If others please specify?

43 | P a g e

70
60
50
40
Ratio(in %)

30
20
10
0
Dainik Bhaskar
Others

Interpretation- 34% population read DAINIK BHASKAR while 66%

population read others ie
THE TRIBUNE and TIMES OF INDIA

`Q2.Where do you read the newspaper?

ANS.1. home
2. office
3. library
4.public transport areas.

44 | P a g e

ratio in %
library

home

ratio in %

office
0

10

20

30

40

50

60

70

INTERPRETATION- 22% population read in office, 70% read at home, 8%

read in library.

Q3. What is your frequency of reading?

Ans.1 Daily
2. More than thrice a week.
3.twice a week.
4. once a week.

45 | P a g e

ratio in %
60
50
40
ratio in %

30
20
10
0
daily

more than thrice

twice a week

INTERPRETATION 60% of population read daily, 24% of population read

more than twice a week,16% read twice a week.

Q4. Why do you prefer to read a particular newspaper?

Ans.________________________________________________________
__________________
INTERPRETATION- majority of the people said they read a particular
newspaper due to the content which is printed for advertisements and
information.
Q5. Are you aware of the events carried by newspaper company for
readers?
Ans. 1.Yes

46 | P a g e

2.no
If yes kindly specify
___________________________________________________________
___________________

ratio in %
58
57
56
55
54
53
52
51
50
49

ratio in %

yes
no

INTERPRETATION- 58% of population say they are not aware of the

events, while 52 % of the population say they are aware of the events.
The following are the events from the response
Education fair, job fest, career counselling.
Q6. Are you aware of the events conducted by dainik bhaskar for its
readers?
Ans.1.yes

47 | P a g e

2.no
If yes then which of the events are you aware about?
1. Parle G Bhaskar genius scholarship awards.
2.Bhaskar Women of the year awards.
3. education fair. Viz EDUCATION NEXT
4.father day
5. healthcare program
6.filmstar visits

ratio in %
60
50
40

ratio in %

30
20
10
0
yes
no

INTERPRETATION- 58% are not aware of events,

42% are aware of the events. Education fair, Women of the year award are
most popular.

48 | P a g e

Q7.what was your immediate reaction for an event?

ANS.1. exicited
2. curious
3. casual
4. aggressive

ratio in %
50
45
40
35
30

ratio in %

25
20
15
10
5
0
curious

casual

INTERPRETATION- 50% of population is curious ,while 50% is casual.

Q8. What was your response towards the event?
ANS. 1.you participated
2. no participation
If no then why ?

49 | P a g e

______________________________________

ratio in %
50
40
30

ratio in %

20
10
0
participation
no participation

INTERPRETATION- 50% of population participated, 50 % of population did

not participated due to lack of time.
Q9. How was the event.pls tick the appropriate option?
Ans 1 outstanding.
2. very good.
3. good
4. satisfactory
5. bad
6. very bad

50 | P a g e

ratio in %

very good
good
satisfactory

INTERPRETATION- 50 % of the population says very good, 30 % says

good, 20 % says satisfactory.

Q10.Do you think such activities help the readers to connect to the
newspaper brand?
Ans. 1. Yes
2. no
If no then why?

51 | P a g e

ratio in %

yes

INTERPRETATION- 100% population says yes.

Q11.How far such activities are helpful for bhaskar to build its brand?
Ans. 1. Helpful
2. Not helpful

52 | P a g e

ratio in %
100
80
ratio in %

60
40
20
0
helpful

INTERPRETATION- 100% of the population says yes.

Q12. What all more can be done by the newspaper to connect to its
readers? Please mention?
INTERPRETATION
Arrangement of shows like fusion shows, healthcare programs .Special
celebration of occasions like new year etc. More focus on the recreational
activities like music, dancing, sports.

Q13 What all can be done apart form the events to connect with the
readers?
INTERPRETATION-

53 | P a g e

Readers can be attracted with the help of certain lucky draws which will
provide certain gift hampers from the readers club. It can have a feedback
system from the readers from which the best entries should be rewarded.

RESEARCH METHODOLOGY
The research methodology explains the methods followed in carrying out
the research, methods of collecting information, research instruments used
as well as the limitations of the present study. It is ways of systematically
solve the research problem. This research is a market research. The main
process of research methodology is given below: -

To define the Research problems and

objective

Review concept and theories

Research design including sample

design

Collection of data Survey

Analysis of data

54 | P a gInterpretation
e
and report writing

The research methodology used here is the blend of Exploratory and

Qualititive Research
Qualitative research aims to gather an in-depth understanding of human
behavior and the reasons that govern such behavior. The qualitative
method investigates the why and how of decision making, not
just what, where, when. Hence, smaller but focused samples are more
often needed, rather than large samples.
In the conventional view, qualitative methods produce information only on
the particular cases studied, and any more general conclusions are only
propositions (informed assertions).

RESEARCH DESIGN
1. Sampling technique-the technique used here is Convenience sampling.
2. population the population size of our research includes people of age
group 18- 60 years.
3. sample unit the sample unit for our research are the students and their
parents and the staff members of education fair present at himachal
bhawan.
4. sample size 100
5. Scope of research- limited to the people present for the education fair at
Himachal Bhawan.

55 | P a g e

limitations1. There was less time.

2. People were not cooperating because thay were busy in their work.

RECOMMENDATIONS MADE
To connect to the readers here are some of the mentioned suggestions
1. There can be separate column for the students in the newspaper
imparting education.
2. Company should take strong moral responsibility towards society ie
Corporate Social Responsibility.
3. Some special programmes can be launched for senior citizens and
children.
4. More focus can be laid on the employment news containing certain
education tips.
5. Information and knowledge can be given on the general lifestyle and
how to improve your overall personality. It can be given through
certain articles by the experts.
6. Entrance forms can be published in the newspaper so that there is
no need of buying them.
7. Events such as education fairs and job fests are very important as
they act as a career guide.

56 | P a g e

8. Newspaper can be printed in more local or regional languages so as

to expand its reach to the common people residing in the far flung
areas.
9. Scholarships programs organized for the students is a good
exposure for the students.
10.
Events like star visits and promotion of a movie is a good way
to promote the brand.
11.
Health campaigns can be launched so that more awareness
can be created among the people like STDs (SEXUALLY
TRANSMITTED DISEASE).
12.
Protests against social evils of the society like female feticide,
dowry system and domestic violence etc.
13.
Celebration of events like mothers day, fathers day,
rakshabandhan promotes the connectivity among the readers.

FINDINGS OF THE STUDY

Given below are the findings of the research conducted
1. The newspaper brand which the people prefer to read is THE
TRIBUNE, TIMES OF INDIA, HINDUSTAN TIMES.
2. They prefer to read the newspaper in the office and home the mostly
compared with the places like library and other areas.
3. The frequency of the most readers lies from daily to more than thrice
a week.

57 | P a g e

4. The study reveals that a major population is not are about the events
conducted by Dainik Bhaskar or any other newspaper company.
5. The remaining population which is aware about the events knows
only about the following events- education fair, job fests, women of
the year award.
6. So there is a need to reform the promotional strategies of the events
like scholarship programmes, fusion shows like jalsa, events like
summer camps for children, senior citizens and star visits.
7. People are mostly not able to participate much in events either due
to lack of interest or time. Therefore they can be organized in much
innovative ways so as to allure and capture interest. Once they
develop interest in the events they will be able to spare some of their
precious time for participation in the events.
8. The success of the events is a very important point. There is no
relevance of organizing the events if they are not properly managed
or organized. Few of the respondents mentioned that the events
were satisfactory. So the pitfalls should be taken care of very
carefully so as to avoid any sort of mismanagement in the event.
9. There is no harm in conducting the same event with a new approach
if it assures the success of the event.
10. Research revealed that conducting such events actually helps the
readers to connect with the brand .Events are of great importance as
they are means of promotion which will inspire and motivate the
people to associate with the brand.

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