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Price war in gujarat newspaper industry
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Price war in gujarat newspaper industry

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gujarat news paper industry.

gujarat news paper industry.
major players- Divya Bhaskar
Gujarati Sandesh
Gujarat Samachar

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Price war in gujarat newspaper industry Price war in gujarat newspaper industry Presentation Transcript

  • PRICE WAR IN GUJARAT NEWSPAPER INDUSTRY
  • DAINIK BHASKAR GROUP
    • Named “CHALI TUMAHARI MARZI”
    • Launched in accordance with their expectations.
    • 0.75 million households covered.
    • Door to Door survey was initiated.
    • Surveyed about 1.15 million households.
    • Conducted mass-media campaign to give publicity
  • MAJOR STRATEGY
    DivyaBhaskar launched in Ahmedabad.
    Promotional price – Rs.1.50
    Subscription for 1 year
    No advance money
    Huge untapped potential- studied the product and advertising before launch
    Highest in the country for the circulation of 4,52,150
  • SANDESH’S STRATEGIES
  • GUJARAT SAMACHAR’S STRATEGIES
    MARKETING TEAM STRENGTHENED
    NEW DESIGN AND LAY-OUT
    PLASTIC BUCKET FREE FOR MONTHLY SUBSCRIBERS
    CUSTOMERS COULD REDEEM COUPONS TO GET GUARANTEED GIFT IN “MALA MAAL DHAMAKA”
    CONDUCT BEAUTY EVENTS ASSOCIATED WITH AYUR-HERBALS & HINDUSTAN UNILEVER LTD.
  • DIVYA BHASKAR’S STRENGTH
    • COLOURFUL PAPER.
    • PRINTING PRESS IN LOCAL AREAS.
    • 28 PAPER NEWSPAPER WHICH PROVIDED MORE SPACE FOR ADVERTISEMENT.
    • GENERATED LOYAL READERS
  • CHALLENGES FACED BY D.B
  • PRICE STRATEGY EFFECTIVE OR NOT?
    • PRICE STRATEGY PLAYED A CRITICAL ROLE IN ITS SUCCESS IN GUJARAT.
    • PRICE PENETRATION POLICY –RS 1.50 FOR NEXT ONE YEAR.
    • RESULTED IN LAUNCHED WITH A CONFIRMED CIRCULATION OF 452150.
  • CONTD……
    ENTRY LEADS TO BEGINNING OF A PRICE WAR BETWEEN THE MAJOR COMPETITORS.
  • COMPETITORS RESPOND TO THE ENTRY STRATEGY OF DIVYA BHASKAR
    REDUCTION IN PRICES
    SANDESH REDUCED ITS PRICE TO RS 1.50 FROM RS 2.
    2.SUPPLEMENTS AND COLOR PAGES-
    SANDESH INCREASES ITS NUMBER OF SUPPLEMENTS AND TOTAL NUMBER OF COLOR PAGES.
  • CONTD….
    3. HOUSEHOLD VISITS AND GIFTS.
    4.STRENGTHING OF ITS MARKETING TEAM.
    5.NEW DESIGN AND LAYOUTS
    6.GIFTS WORTH SUBCRIBTION-PLASTICTIC BUCKETS.
    7.”MALA MAAL DHAMKA “ COUPON SCHEME.
  • CONTD….
    ASSOCIATION WITH COSMETIC BRANDS LIKE -AYUR HERBALS AND HINDUSTAN LEVER LTD.
  • THANK YOU
    ANKITA SHARMA
    KETAN WADHWA