PRICE WAR IN GUJARAT NEWSPAPER INDUSTRY<br />
DAINIK BHASKAR GROUP<br /><ul><li>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</li></li></ul><li>MAJOR STRATEGY<br />DivyaBhaskar launched in Ahmedabad.<...
SANDESH’S STRATEGIES<br />
GUJARAT SAMACHAR’S STRATEGIES<br />MARKETING TEAM STRENGTHENED <br />NEW DESIGN AND LAY-OUT<br />PLASTIC BUCKET FREE FOR M...
DIVYA BHASKAR’S STRENGTH<br /><ul><li>COLOURFUL PAPER.
PRINTING PRESS IN LOCAL AREAS.
28 PAPER NEWSPAPER WHICH PROVIDED MORE SPACE FOR ADVERTISEMENT.
GENERATED LOYAL READERS</li></li></ul><li>CHALLENGES FACED BY D.B<br />
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Price war in gujarat newspaper industry

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

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Price war in gujarat newspaper industry

  1. 1. PRICE WAR IN GUJARAT NEWSPAPER INDUSTRY<br />
  2. 2.
  3. 3. DAINIK BHASKAR GROUP<br /><ul><li>Named “CHALI TUMAHARI MARZI”
  4. 4. Launched in accordance with their expectations.
  5. 5. 0.75 million households covered.
  6. 6. Door to Door survey was initiated.
  7. 7. Surveyed about 1.15 million households.
  8. 8. Conducted mass-media campaign to give publicity</li></li></ul><li>MAJOR STRATEGY<br />DivyaBhaskar launched in Ahmedabad.<br />Promotional price – Rs.1.50<br />Subscription for 1 year<br />No advance money<br />Huge untapped potential- studied the product and advertising before launch<br />Highest in the country for the circulation of 4,52,150<br />
  9. 9. SANDESH’S STRATEGIES<br />
  10. 10. GUJARAT SAMACHAR’S STRATEGIES<br />MARKETING TEAM STRENGTHENED <br />NEW DESIGN AND LAY-OUT<br />PLASTIC BUCKET FREE FOR MONTHLY SUBSCRIBERS<br />CUSTOMERS COULD REDEEM COUPONS TO GET GUARANTEED GIFT IN “MALA MAAL DHAMAKA”<br />CONDUCT BEAUTY EVENTS ASSOCIATED WITH AYUR-HERBALS & HINDUSTAN UNILEVER LTD.<br />
  11. 11. DIVYA BHASKAR’S STRENGTH<br /><ul><li>COLOURFUL PAPER.
  12. 12. PRINTING PRESS IN LOCAL AREAS.
  13. 13. 28 PAPER NEWSPAPER WHICH PROVIDED MORE SPACE FOR ADVERTISEMENT.
  14. 14. GENERATED LOYAL READERS</li></li></ul><li>CHALLENGES FACED BY D.B<br />
  15. 15. PRICE STRATEGY EFFECTIVE OR NOT?<br /><ul><li> PRICE STRATEGY PLAYED A CRITICAL ROLE IN ITS SUCCESS IN GUJARAT.
  16. 16. PRICE PENETRATION POLICY –RS 1.50 FOR NEXT ONE YEAR.
  17. 17. RESULTED IN LAUNCHED WITH A CONFIRMED CIRCULATION OF 452150.</li></li></ul><li>CONTD……<br />ENTRY LEADS TO BEGINNING OF A PRICE WAR BETWEEN THE MAJOR COMPETITORS.<br />
  18. 18. COMPETITORS RESPOND TO THE ENTRY STRATEGY OF DIVYA BHASKAR<br />REDUCTION IN PRICES<br />SANDESH REDUCED ITS PRICE TO RS 1.50 FROM RS 2.<br />2.SUPPLEMENTS AND COLOR PAGES-<br />SANDESH INCREASES ITS NUMBER OF SUPPLEMENTS AND TOTAL NUMBER OF COLOR PAGES.<br />
  19. 19. CONTD….<br />3. HOUSEHOLD VISITS AND GIFTS.<br />4.STRENGTHING OF ITS MARKETING TEAM.<br />5.NEW DESIGN AND LAYOUTS<br />6.GIFTS WORTH SUBCRIBTION-PLASTICTIC BUCKETS.<br />7.”MALA MAAL DHAMKA “ COUPON SCHEME.<br />
  20. 20. CONTD….<br />ASSOCIATION WITH COSMETIC BRANDS LIKE -AYUR HERBALS AND HINDUSTAN LEVER LTD.<br />
  21. 21. THANK YOU<br />ANKITA SHARMA<br />KETAN WADHWA<br />

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