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Innovation and Creativity A Case Study of Dainik bhaskar

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A Case Study of Dainik Bhaskar to understand the Out of the BOX approach for brand expansion and diversification

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Innovation and Creativity A Case Study of Dainik bhaskar

  1. 1. Innovation & Creativity in Business Amar @aryancollege.in
  2. 2. Let us check the DNA :: VISION • To be the Largest • Most admired media brand • Enabling socio-economic change No. 1 From Day one
  3. 3. Our Values • Credibility & Integrity • Innovation & entrepreneurship • Respect & applaud
  4. 4. Our Pillars • Empowered Talent • Innovative Products & Processes • Ethical Governance
  5. 5. # 1 South Korea # 21China ranks # 45 India
  6. 6. Parameters of Innovation Index • Patents • Research & Development • Advanced technology in manufacturing • Hi-tech density
  7. 7. • Breaking the habit • Smashing the Competition & • The Birth of DeSigN
  8. 8. • 1956 : The Genesis • 1996 : 3.5 lacs copies • 2004 : 35 lacs copies MP, Chhattisgarh, Rajasthan, Haryana, Chandigarh & Gujarat • 2016 : Among the top 10 dailies in the world ,14 states
  9. 9. Some tit bits :: • Powerful media groups in English • Vernacular press in highly segmented area • Newspaper is a HABBIT.
  10. 10. No. 1 on Day 1 • 1996 : Jaipur 1.72 lac copies • 2000 : Chandigarh 69000 Copies • 2000 : Haryana 2.71 lac copies • 2003 : Ahmedabad 4.52 lac copies
  11. 11. The Story Founders : Dwarka Agarwal • Ramesh Chandra, Sudhir, Girish,Pawan • ‘To reach heaven you have to die ’ (working and thinking) • Radical Innovator • Ruthlessly implements his vision
  12. 12. The Strategy • Groom 700 surveyors to reach 2 lac households • Go Back – Guaranteed sign up Rs. 1.50
  13. 13. Rannitti • Economical Advertising Rates • Coupons & Gifts • Colored Supplements • Design • Chandigarh Hinglish • Hawker welfare policy • Higher commissioned hawkers
  14. 14. Everything is fair in love & BUSINESS • Market share based at advertising • Calendars • Dipawali Gifts • No Negative news • Free copies at public places • Industry wise supplements • Akhbar dekhney ki cheez hai • Summer camps
  15. 15. Mechanism • Ahmedabad : 1.50 surveyors, 64 supervisors, 16 Zonal mgrs, 4 Divisional mgrs to contact 8 lac households • Daily target of 20,000 households Each surveyor makes 20 calls
  16. 16. MY JOTTINGS • Deloitte Case Study • Disruptive Technology • We are prepared to distribute our personal lives, our family and go there into the market and battle like we have never battled before.

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