1. Faculty guide : Prof. Preeti Singhal
Company Guide : Mr. Saurin Shah
Company name : Divya Bhaskar
Presented by : Anuradha Patel
Enrollment no. : 117050592078
2. INTRODUCTION OF COMPANY
Divya Bhaskar was launched in June 2003 from
Ahmedabad, where it was competing primarily
against a publication that was, at the time,
nearly 8 decades old.
Divya Bhaskar, our Gujarati daily, is the largest
Gujarati language newspaper in terms of
circulation and is published in 7 editions and 20
sub-editions in 2 states, 3.6 mn Readers, 1.05 mn
Copies. Divya Bhaskar has a dedicated editorial
team consisting of 273 members.
3. Through effective strategic planning by the
management team and the employment of
robust marketing strategy, within a few months
of the launch, Divya Bhaskar managed to
overtake all its competitors and remains the
market leader in that market in terms of
circulation. Since then, Divya Bhaskar has
successfully launched editions throughout
Gujarat.
Total Circulation Divya
Total Circulation Divya
Bhaskar :: 9.77 lakh
Bhaskar 9.77 lakh
Divya Bhaskar is the only Gujarati
Divya Bhaskar is the only Gujarati
daily having ABC certified
daily having ABC certified
circulation figures.
circulation figures.
4. To know how dominating marketing strategies of Divya
Bhaskar are.
To find out the customer opinion concerning the
advertisements of Divya Bhaskar.
To study the importance of marketing strategies of
advertisement and the method of advertisement for
Divya Bhaskar.
To get the practical knowledge and experience in
competitive market about the impact of studying the
strategies of advertisement of Divya Bhaskar.
5. It uses direct marketing to establish leadership position
from day one.
To do the customer preference survey in order to study
the requirements.
Involving the customer to collect the requirements, the
suggestions and then design the project accordingly.
Pricing decision is based on the market affordability and
the nature of his product to provide the best quality.
Flexibility is a key :- no system or plan is fixed. They
should be flexible enough to undergo last minute
change, otherwise they become a bottleneck.
To incorporate the customer demand or requirements
upto 50 percent.
It reduces the color ad rates for festive seasons.
6. Promotion strategies are concerned with the
planning, implementation and control of
persuasive communication with customers.
Strategies followed by Divya Bhaskar in space
selling are as follows:
1. Discounts, schemes/offers.
2. Public relations.
3. Attractive ads.
4. Retaining the old clients.
5. Approaching efficient/potential ad agencies.
7. Here are the current ad rates of Divya
bhaskar of Baroda :=
Edition Black & White Colour
Baroda Rs 600/- Rs 800/-
Classified Ads - 9 rs. Per word (minimum 10
words)
Display Ads - 27 rs. Per word
8. Position premium.
Specified Position Premium
3rd page 25%
Back page 50%
Front page 100%
Sp. Page 25%
Sp. Page 25%
Innovation 100%
9. Research Problem:-
• By studying literature review and analyzing the problems I have decided to carry out my
research to “study the MARKETING STRATEGIES FOR AD SALES OF DIVYA
BHASKAR.”
Research Design:- Sources of Primary Data
•Exploratory Research Data collected through questionnaire
•Descriptive Research Secondary Data collected from the
company
Types of Data:- Data from Internet
•Primary Data
•Secondary Data
10. TARGET POPULATION Readers of Newspaper in Vadodara City
SAMPLING METHOD Non Probability Sampling (Judgmental)
SAMPLE UNIT Middle, Upper Middle and Higher Class People
SAMPLE SIZE 40 Samples
RESEARCH INSTRUMENT Personal Interview with Questionnaires
11. 2. Do you read newspaper?
Almost each and every person reads newspaper. Here are
the respondents who prefer to read different newspapers.
3. Which newspaper you prefer to read?
12. 4. Do you refer to the advertisements given
in the newspaper?
13. 5. In which newspaper you find the advertisements
more appealing?
23. 15. What is your opinion concerning the ad
rates of our newspaper as compared to
others?
24. 18. Do you think that we are successful in
prompt services to our clients?
19. If no, then enumerate in detail what
are the short comings.
25. And when we surveyed about their preference for
advertisements it is found that:
To keep ads upto half page on front page and front
page should not contain only big ads, there must be
headlines and current news on the top of the front
page.
Color ad on front page looks very good but it needs to
restrict it to 30% of overall area so that important news
must be printed because people buy newspaper mainly
to read the current news.
Front page should be reserved for headlines- because of
ads readers have lost the charm of reading the front
page news. It is negative for any news or print media
to sale at the cost of reader’s interest so, front page
should be exclusively for valuable readers.
26. One or two pages has to be dedicated to
advertisement only, divide the area for various
types of specified group ads such as builder
group, education, business,etc.
Survey should be conducted, content and quality
should be made more better, newspaper size and
font size should be slightly bigger in size.
Start coupon system again, more news related to
business must be given and news related to
general knowledge must be given.
There should be separate pages where colored
and black and white advertisement should be
given.
27. In light of above we can say that the current
marketing strategies of Divya Bhaskar are
satisfying up to a greater extent.
They just need to change a bit in order to
grab the whole market.
