CASE STUDY

DAINIK BHASKAR - JAIPUR

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

-80% market share in Jaipur by Rajasthan Patrika

Launch plan consists of three phases :

-Need Identification Survey
-Launch Campaign
-Order Booking

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