The Success of Dainik Bhaskar in Jaipur was unprecedented.

1. DAINIK BHASKAR - JAIPUR
Marketing Management: Case Analysis (PPT)
PROF. NARENDRA K SHARMA Group: 07
Ajay Patel (2013IPG-005)
Akshay Sharma (2013IPG-008)
Ankit Kumar (2013IPG-021)
Anni Gupta (2013IPG-022)
Deepak Kumar (2013IPG-037)
Keshav Singhal (2013IPG-059)

2. VISION
DAINIK BHASKAR
Highlights positive values that
have driven India’s growth
and aspirations.
Inclusively working in coverage
areas to bring about socio-
economic change.
connect
with readers
1
Unbiased courageous
journalism.
1
TO BE THE LARGEST AND MOST ADMIRED MEDIA BRAND, ENABLING
SOCIO-ECONOMIC CHANGE

3. ABOUT US
DAINIK BHASKAR
• began its journey with a four- page newspaper form Bhopal
(MP) in 1958 by Late Dwarka Prasad Agarwal
• 3358 crore media house with 10,000- manpower strength
• 160 offices all over India
• has daily Newspapers 2 stand-alone weeklies & 1 magazine
• Circulating in 13 states of India.
• largest read newspaper group in India with 2.97 crore
readers.
• 28% potential of India with Bhaskar markets
2 2

4. EVOLUTION
DAINIK BHASKAR
launched its
Gwalior edition
in 1967,
Started in 1958 by Late
Dwarka Prasad Agarwal
as a four-paper
newspaper
1958
1967
launched its
Indore edition
in 1983,
1983
33
1958
1967
1983

5. EVOLUTION
DAINIK BHASKAR
launched its
Raipur edition
in 1992,
launched its
Jabalpur edition
in 1987
1987
1992
launched its
Bilaspur edition
in 1993,
1993
4
1987 1993
4
1992

6. EVOLUTION
DAINIK BHASKAR
December 1996,
launched its Jaipur
achieved no. 1 status
& strong leadership
in 1995 in MP
1995
1996
Became the No.1
urban newspaper of
Rajasthan by1999.
1999
5
1995 1999
5
1996

7. WHY JAIPUR?DAINIK BHASKAR
Jaipur had the highest percentage of readers of a Hindi daily in the SEC A
and B classes, the group with higher disposable income.
It was showing the fastest growth in Hindi newspaper readership.
Also, Dainik Bhaskar was already being read in some of the southeast districts
of Rajasthan
Therefore Jaipur, State capital of Rajasthan was identifies as main target

8. IDENTIFICATION OF MARKET : JAIPUR
DAINIK BHASKAR
It was identified as the next big market. (1996)
It targeted to be the no. 2 Newspaper in Jaipur in terms of Circulation.
The first day , it managed to reach a circulation figure of 50, 000 in Jaipur city.
The circulation reached 172, 347.
It became the number: 1 – most largely circulated newspaper daily in Jaipur.

9. CHALLENGES FACED IN JAIPUR
DAINIK BHASKAR
Strong hold on thedistribution channelEntryintonew market
Jaipur
Presence of anundisputed marketleader
10
Habit-BasedPurchasing
8
Entry into new
market Jaipur
Presence of an
undisputed market
leader
Habit-Based
Purchasing
Strong hold on the
distribution channel

10. COMPETITION ANALYSIS
DAINIK BHASKAR
• Being a leader in MP, Dainik
Bhaskar set a target of acquiring a
subscription base of 136,000 for
its Jaipur edition.
• Information driven marketing
systems, developed on a foundation of
extensive research, were central to its
strategy.
vs
7
• Commanded about 80% Market
share. It was growing at around
35,000 copies per annum.
• Rajasthan Patrika had a strong hold
on the distribution channel (nearly
85%)
9

11. COMPETITION ANALYSIS
DAINIK BHASKAR
• They had a strong leadership in MP.
• Didn’t had any political support in
Jaipur.
• The Bhaskar Group was about Rs.
400 million conglomerate with diversified
interests in cement, oil extraction,
hospitality, travel agency and textiles.
vs
8
• People were habituated of reading
Rajasthan Patrika
• It was growing at around 35,000
copies per annum.
• It was the undisputed and
undefeated newspaper in Jaipur. They had
strong hold over advertisements, hence,
had a political edge over other competitors..
10

12. ACTIONS TO THE MAIN PROBLEM
DAINIK BHASKAR
Extensive
Research of the
market Jaipur
Guarantee Bond
Strategy
11
Pre-Marketing
Strategy
1
2
3
11
• A survey was conducted to create a newspaper ‘for the people, of the people and by the
people’.
• Pre-market the paper and get con-firmed paid-up circulation. For the first time, in the history of
newspaper marketing, the readers would know that a new newspaper was being published and
they would tell the hawkers to deliver the paper to their doorsteps on a given date.
• Dainik Bhaskar’s inaugural issue was priced 33% lower than Rajasthan Patrika. The readers were
offered an invitation price of Rs. 1.50 against the regular cover price of Rs. 2.00

13. MARKETING CONCEPTS
DAINIK BHASKAR
3. AIDA 4. 4 Ps
1. Crowd
Sourcing
12
2. STP
12

14. CROWD SOURCING AND VALUE ADDITION
DAINIK BHASKAR
Crowd sourcing that collects large amounts of information and aggregates it togain a complete and accurate picture of a topic
Giving subscription and adding value by money back offer on dissatisfaction
• Customer survey and Market research
• Crowd sourcing that collects large amounts of information and aggregates it to
gain a complete and accurate picture of a topic.
• Giving subscription and adding value by money back offer on dissatisfaction.

15. STP
DAINIK BHASKAR
• Dainik Bhaskar set a
target of acquiring a
subscription base of
136,000 for its
Jaipur edition.
• Need for Unbiased
Newspaper and Price
sensitivity
• Divided the Hindi
spoken regions into
major cities.
• The sample size of
about 175,000
representing nearly
50% of households
was chosen.
SEGMENTATION TARGETING
• They made the
customers feel
special.
• The campaign was
designed using below-
the-line media,
hoardings and free-
standing inserts in
Rajasthan Patrika.
POSITIOING
1414
SEGMENTATION TARGETING POSITIOING

16. AIDA
DAINIK BHASKAR
15
15
A I D A
AWARENESS INTEREST DESIRE ACTION
Market
research
Customer
engagement
Showed concern
and worked on
insights
Assurance to
deliver or money-
back

17. 4 Ps
DAINIK BHASKAR
• Different variations in different regions.
• Unbiased for readers
• Colored Supplements
• Higher Technology
PRODUCT
PRICE
PLACE
PROMOTION
16
• 2-3 Rupees daily
• Rs. 1.5 for 4 days in a week.
• An introductory price with a guarantee of no
change in at least six months.
• Available in 9 states & 1 union territory. Jaipur
had the highest percentage of readers of a
Hindi daily in the SEC A and B classes
• Presentations were made.
• Supplemented by advertising in other
newspapers, cable TV participation in major
cultural and religious events

18. CONSUMER SEGMENTS
DAINIK BHASKAR
ADULTS
ILLITERATE
LOCALS
19 17
• Articles of interest to all age groups.
• Good mix of national, international, regional and local news.
• ADULTS
• KIDS
• LITERATE
• ILLITERATE
• LOCALS

19. KEY REASONS FOR THE SUCCESS
DAINIK BHASKAR
Favourable rapport with ad
agencies and advertisers
Good channel of distribution
Localisation of News
Marketing Aggression
Creative innovations such as
events marketing
MostPopular
Business
18
Use of Local and English
Languages

20. KEY REASONS FOR THE SUCCESS
DAINIK BHASKAR
AUDIENCE TASTE AND
REQUIREMENS
DIRECT AND
AGGRESSIVE MARKETING
SUCCESS
CUSTOMER CENTRIC
ORGANISATION
18 19
FLEXIBILITY
EFFECTIVE PRICING
POLICY

21. EXPANSION INTO OTHER PARTS OF
RAJASTHAN
DAINIK BHASKAR
Produce marketing
materials that
educate
Creating a powerful
USP (Unique Selling
Proposition
20
Testimonials from
readers and
advertisers.
20
Produce marketing
materials that
educate
Testimonials from
readers and
advertisers.
Creating a powerful
USP (Unique Selling
Proposition

22. THANK YOU