1) Dainik Bhaskar is launching a newspaper in Patna, Bihar to become the largest media brand in India. 2) An analysis found that Patna has high readership potential with only 44% newspaper penetration currently. Dainik Bhaskar aims to increase this to 60-75% through their launch. 3) Dainik Bhaskar conducted extensive market research including a survey of over 300,000 households to understand reader preferences and needs. They have tailored their Patna newspaper based on this feedback.

1. India's Largest Newspaper Group
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

2. LARGEST - PART OF OUR VISION
1.
As the largest circulated Hindi Daily in the Country with a circulation of 34,50,905
copies of Dainik Bhaskar alone (January - June 2013)
2.
Dainik Bhaskar ahead of Dainik Jagran by 6,87,000 copies i.e. 25%.
3.
Total certified copies of Dainik & Divya Bhaskar is 43,66,174 (This is excluding
Divya Marathi, Business Bhaskar and Dainik Bhaskar Jharkhand)
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

3. ABC FIGURES - 2013
S.No.
Publication
Language
Average Qualification
Sales (Jan-Jun 2013)
1
2
3
4
5
6
7
8
9
10
Dainik Bhaskar
The Times of India
Dainik Jagran
Malayala Manorama
Hindustan
Eenadu
Amar Ujala
Daily Thanthi
Rajasthan Patrika
Lokmat
Hindi
English
Hindi
Malayalam
Hindi
Telugu
Hindi
Tamil
Hindi
Marathi
34,50,945
29,97,675
27,63,209
21,49,012
19,53,957
17,67,143
16,98,402
16,90,608
16,25,375
14,48,463
Source : Audit Bureau of Circulation January-June 2013
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

4. 50
LAKHS COPIES
DAILY
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

5. Jammu
Himachal
Pradesh
Chandigarh
Punjab
Uttarakhand
Haryana
Delhi
Rajasthan
Bihar
Gujarat
Madhya Pradesh
Maharashtra
Jharkhand
14 STATES
67 EDITIONS
4 LANGUAGES
1.97 CRORE
READERS
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

6. BIHAR
NOW
IN
BIHAR
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

7. VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

8. Bihar : Facts File
1.
Area
: 94,163.00 sq. kms
2.
Population
: 10,38,04,637 (All India Census 2011)
3.
Capital
: Patna
4.
Literacy Rate
: 63.82 per cent
(73.39 % male literacy and 53.33% female literacy)
5.
Religion
: Hinduism, Islam, Christianity, Jainism, Buddhism
6.
Languages
: Bihari (Angika, Bajjika, Bhojpuri, Magahi, and Maithili), English, Hindi
7.
Temperature
: Summer season - 35-40 Celsius; Winter season – 5-10 Celsius
Rainfall: Av. 120 cms
8.
Major Industries : Agro-based, Tobacco, Power, Oil, Engineering, IT
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

9. Patna : Major Highlights
Patna's average annual
population growth
rate: 3.72%
In 2009, the World Bank ranked
Patna as the second best city in
India to start up a business.
Patna is 15th most developed city
in India as per GDP. Total GDP of
Patna is Rs. 60,900 Crore
Agricultural hub with high production & export of food grain, sugarcane and rice
Rapid Infrastructure
Growth
Patna is India's 5th fastest
growing city and the 21st fastest
growing city in the world
(Source: Reuters)
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

10. Patna : Facts File
1.
Area
: 3202 sq. kms
2.
Population
: 16,83,200 (All India Census 2011)
3.
Literacy Rate
: 84.71% (87.71% male literacy and 81.33 % female literacy)
4.
Languages Spoken
: Hindi, English, Magadhi
5.
Two Wheelers Market
:
Year
No. of Two Wheelers
(In Lakhs)
2009
2010
2011
2012
2013
2.93
4.29
5.11
6.2
7.38
Growth in
the Last 5 Yrs
According to data from the district transport office (DTO), total number of permanent driving licences issued to women in
2011-2012 was 3,173 and the figure went up
to 4,781 in 2012-2013. Growth of 51% in 1
Year
6.
No. of Wards
: 72
7.
Railways Network
: Patna lies in between New Delhi and Kolkata which is one of the
busiest rail route in India. Patna has 6 major Stations.
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

11. Patna – A New Begining for Bhaskar
BIHARfor
A new milestone
Bhaskar with its
14th State
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

12. Opportunity Sensed @ Patna
Bhaskar sensed an opportunity in Patna with its impressive demographical
features and market potential.
Crosschecked this opportunity through:
Market Check
• Readership and Circulation Figures
• Comparing it with other similar markets for penetration opportunities.
Ground Check
• Ground Study with 650 Surveyors in the City
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

13. VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

14. Penetration Check
Fig in 000's
IRS AIR 12 Q4
City
POP
HH
Literacy*
CRx
AxD
Pent%
PATNA
JAIPUR
INDORE
KOCHI
1999
2748
1659
1263
424
418
627
380
84%
84%
87%
97%
1640
2328
1443
1258
725
1579
791
982
44%
68%
55%
78%
• Compared with other markets with similar Population and Literacy Rates.
Census 2011
POP – Population
HH – Households
CRx- Can Read __
AxD – Any __ Daily
Pent% - Penetration
• Patna penetration stands at just 44% which means the market has a huge scope.
• Dainik Bhaskar intends to open up this penetration to the level of 60% to 65%.
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

15. Readership & Circulation Opportunity
PATNA CITY - 12 Q4
Pub
Overall
R'ship
Cir#
RPC
HH
408
111000
4
DJ
320
95000
3
Prk
127
52000
CRH
AHD
Pent.
SEC-wise break-up of New AHD
A
B
C
D
E
56
2
1640
725
44%
228
199
113
129
Incremental
AHD
New
AHD
New
Pent
SEC-wise break-up of New AHD
If we take the new AHD
penetration to 60% w.r.t. CRH
262
987
60
311
271
154
176
76
87467
If we take the new AHD
penetration to 65% w.r.t. CRH
344
1069
65
336
294
167
190
83
114800
If we take the new AHD
penetration to 75% w.r.t. CRH
508
1233
75
388
339
192
219
95
169467
Incremental
Circulation
This is without duplication but if we calculate duplication which is currently very low due to
high cover price, then Market has a huge scope with duplication and New Market Penetration.
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

16. Knowing Ground Reality
650 Surveyors On Ground
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

17. Ground Approach to Market
Now that we have found opportunity and scope in the market through Readership
and Circulation Analysis, we initiated a Ground Study of the market for the same.
Before entering the market, our team thoroughly studied and analysed the market :
Area Wise
Planning & Scanning SEC wise
Households
Location wise
Commercial
Road Side Markets, Hospital, Hotels, Shops, Malls,
Industries /Corporate, Saloons, Cash Sale Points etc.
City Has been divided into N Geographical Division based on size of city further divided into Zones & Areas From where the Areas can be controlled affectively and to avoid unnecessary traveling to the field staff.
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

18. Our Approach to Readers
Two phase
Survey is planned
to connect readers
with Bhaskar
1st Phase Survey Objective:
To know the reader better and understand the need gap.
2nd Phase Survey Objective
Connect them by meeting their expectations &
book them pre-launch
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

19. Our Approach to Readers – 1st Phase
The 1st Phase survey (Door to Door) has been
done with the following objectives:
• Reader’s Profile
• Reader’s Demand in Newspaper
• Reader’s Expectations from Bhaskar
• Product Gap Analysis
• Cover Price Demand
• Brand Connect
• Reader’s Involvement
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

20. Our Approach to Readers – 1st Phase
Survey Kit which is given to
the readers includes:
• Letter from Chairman
• Reader’s Questionnaire
• Group Brochure
• Handbook
• Vidya Nidhi Scholarship
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

21. Social Responsibility
While studying the market through Survey,
we as an organization did not forget our
responsibility towards the society.
As a part of our Social Responsibility, we took various
ground initiatives:
Joy of Giving Booklet An appeal to public to donate
something for the needy
Diwali Distribution of booklet having Ganesh Laxmi Photo
and Aarti
Chhatth Pooja Distribution of Aarti along with
Calendar of 2014 and Distribution of Water pouches.
Distribution of Health Booklet Including Diet Chart and
how to live a healthy life
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

22. Market Hype
• Outdoor Media Campaign (Hoardings / Kiosks)
• Inserts in Newspapers.
• Banners, Posters and Danglers
• FM Radio
• Cable Advertisement
• Cinema Slides
• Branding Presence in Major Rallies of City or such events.
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

23. Visibility in Market
Dak Bunglow Chowk
Biscoman Building
Frazer Road
Jagat trade Centre
Jagat Trade
Center
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

24. Impact in Market
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

25. Feedback from the Readers
We approached 3,37,578 households in the 1st Phase Survey to understand the gap
and feedback. We got the following major feedback:
1. 91% of the surveyed readers said that their existing newspaper is biased. They demanded an
independent and uninfluenced newspaper.
2. Cover Price of Rs. 1500 per annum for a newspaper is too high by which most of the people are
dissatisfied.
3. Readers in Patna prefer great combination of Local & National News with Analysis.
4. 89% of the people said that they want to read political analysis which they miss in the existing
newspaper.
5. 58% of the people were dissatisfied when asked about the look and feel of existing newspapers.
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

26. Bhaskar Approach on Reader’s Feedback
1. We are ensuring Patna’s 1st independent / unbiased newspaper
(Which is not dependent on government advertising).
2. Reader Friendly Cover Price of Rs. 2.50 daily
3. Very strong local team to ensure a great community connect.
4. National / International News and Analysis with the largest network of Bhaskar in India.
5. Exclusive and Special Offerings of Saturday and Sunday through our exclusive tie ups
with global repute magazines like TIME Magazine, Harvard Business Review, Auto
Car, Good Housekeeping, Cosmopolitan and many others.
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

27. Our Approach - 2nd Phase
After incorporating all the suggestions from Readers, we again approached the same set of readers (Door to Door) who
already had a connect with Bhaskar with the following:
1. Survey Findings Brochure
2. Attractive Scheme Brochure
Product Brochure
3. Order Form
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

28. Towards Our Goal - No. 1 from Day 1
We started booking copies with this offer from
20th November in all the households with 650
people on ground every day
Till 18th January, we have already booked
1.7 Lac copies
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

29. Reader’s Comments – A Snapshot
1. Bhaskar is such a strong brand that with just its hoardings, old newspapers in Patna have cut down
their rates. Let the actual newspaper come to the market. Desperately waiting.
Kishor Singh, Patliputra
2. For the first time, we are feeling that a newspaper is actually coming for the benefit of the
society with its strong & hard questions in hoardings.
Narendra Yadav, Raja Bazaar
3. Patna needed an unbiased paper who has such strong presence across the country.
Smita Sinha, Boring Road
4. The whole market is talking about Bhaskar as the whole City is painted yellow with the
hoardings of Bhaskar.
Shankar Gupta, Kidwaipuri
5. Bhaskar offerings seems really great as far as the price is concerned, and an impressive product
brochure.
Rishi Dwivedi, Kankarbagh
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE

30. THE LAND KNOWN FOR
REVOLUTION AND KNOWLEDGE
SEES A NEW SUN RISE
Gangtok
h
Bihar
Patna
Map not to scale
Jh kh
d
Dainik Bhaskar launches
in Bihar with Patna edition
The group now covers 14 states with 67 Editions.
For any queries, write to:
corporatesales@dainikbhaskargroup.com
VISION: TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND ENABLING SOCIO ECONOMIC CHANGE