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    Dainik Bhaskar Final Presentation

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    sanjay00621
    The presentation summarizes Dainik Bhaskar's launch in Punjab, India. It discusses The Bhaskar Group, which owns Dainik Bhaskar, one of the largest newspapers in India. It then details Dainik Bhaskar's expansion to Punjab in 2006, including their 7 phase marketing campaign called "Punjab Ko Chahiye Jawab" and direct marketing strategy. The launch was very successful, with over 186,000 copies sold on the first day despite strong competition from other newspapers.

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    Dainik Bhaskar Final Presentation

    Uploaded by

    sanjay00621
    706 views21 pages
    The presentation summarizes Dainik Bhaskar's launch in Punjab, India. It discusses The Bhaskar Group, which owns Dainik Bhaskar, one of the largest newspapers in India. It then details Dainik Bhaskar's expansion to Punjab in 2006, including their 7 phase marketing campaign called "Punjab Ko Chahiye Jawab" and direct marketing strategy. The launch was very successful, with over 186,000 copies sold on the first day despite strong competition from other newspapers.

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    The presentation summarizes Dainik Bhaskar's launch in Punjab, India. It discusses The Bhaskar Group, which owns Dainik Bhaskar, one of the largest newspapers in India. It then details Dainik Bhaskar's expansion to Punjab in 2006, including their 7 phase marketing campaign called "Punjab Ko Chahiye Jawab" and direct marketing strategy. The launch was very successful, with over 186,000 copies sold on the first day despite strong competition from other newspapers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    706 views21 pages

    Dainik Bhaskar Final Presentation

    Uploaded by

    sanjay00621
    The presentation summarizes Dainik Bhaskar's launch in Punjab, India. It discusses The Bhaskar Group, which owns Dainik Bhaskar, one of the largest newspapers in India. It then details Dainik Bhaskar's expansion to Punjab in 2006, including their 7 phase marketing campaign called "Punjab Ko Chahiye Jawab" and direct marketing strategy. The launch was very successful, with over 186,000 copies sold on the first day despite strong competition from other newspapers.

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    PRESENTATION

    PRESENTED BY :-
    Abhishek Agarwal Abhi Abhishek Agarwal
    Bikas Kumar Patra
    Danish Subzwari
    Gautam Singh
    Shweta Agarwal
    THE BHASKAR GROUP
    • One of the leading corporate house in India.
    • Founded: 1958
    • With a turnover of over Rs.1700 Crores
    • Headquarter: Bhopal, Madhya Pradesh (M.P)
    • Chairman: R C Agrawal
    • Bhaskar Group Diversification:
    • Newspaper, Electronic Media, Entertainment (Bhaskar T.V),
    Textiles, Oils, Printing.
    THE PRODUCT: Dainik Bhaskar
    • According to National Readership Survey (NRS)
    Dainik Bhaskar is the largest read newspaper
    group in India with 2.65 crores readers.
    • The circulation of Bhaskar Group Publications
    covers a total of 12 Indian states.
    • Having 153 offices all over India.
    MILESTONE: Dainik Bhaskar
    • 1983 - Launch of Dainik Bhaskar Indore.
    • 1996 - Launch Dainik Bhaskar in Jaipur..
    • 2000 - Dainik Bhaskar Chandigarh and Haryana.
    • 2004 - Divya Bhaskar New York and Toronto edition
    launched.
    • 2006 - Launch in Punjab.
    THE BATTLEFIELD: PUNJAB Launch
    • For Hindi readers in Punjab.

    • It is the part of its overall expansion strategy.

    • COVERED 2 REGIONS:
    (1) The Majha
    (2) The Doaba
    Cities Covered Under Punjab Launch
    Region Edition Sub.Edition Area Included
    Doaba Jalandhar Jalandhar Jalandhar City &
    Cantt,Goraya,Phillor,Nakodhar,Kartarpur

    Doaba Jalandhar Hoshiarpur Nawanshahar,Nagal,Ropar,Banga

    Doaba Jalandhar Kapurthala Karputhala,Phagwara.

    Doaba Jalandhar Ropar Hoshiarpur,Mahilpur,Garhshankar,Talwara,


    Mukerian,Bhangala,Dasua

    Majha Amritsar Amritsar Amritsar,Patti,Tarantaran.

    Majha Amritsar Gurdaspur Batala,Gurdaspur,Dinanagar,Dhaliwal.

    Majha Amritsar Pathankot Pathankot,Sujanpur

    Malwa Ludhiana - -
    MARKETING STRATEGY OF Dainik
    Bhaskar IN PUNJAB
    (1) New and Innovative marketing strategy i.e
    CAMPAIGN (7 phases).

    (2) Direct Marketing strategy i.e ONE-TO-ONE


    CONNECTION WITH THE CUSTOMERS and
    ADVANCE BOOKING.
    CAMPAIGN: The “PUNJAB KO CHAHIYE
    JAWAB”
    • Seven phases of billboard
    advertising.
    • In high density areas.
    • Supplemented by various media
    such as television, cable network,
    mobile vans , mailers, brochures.
    Phase: 1

    • 46 saal me sirf Ek Milkha Singh


    • Kya kehte hain aap ! ( what do you say)
    • Punjab ko chahiye jawab ( Punjab wants the answer)
    Phase: 2

    • Featured the name Dainik Bhaskar alone with issue, tag line
    and a base line.
    • Raise the issues related to Punjab.
    • First time people associated the campaign to Dainik Bhaskar
    Phase: 3

    • Focus was shifted to national issues along with tagline and


    base line.
    Phase: 4

    • Focus now was on social issues like bribery, reservation,


    education etc.
    • This time base line was “Sahi Faisla Kijiye”
    Phase: 5

    • Fifth phase campaign ran only in Amritsar.


    • Stressed on the fact that Dainik Bhaskar’s Amritsar edition is the first Hindi
    newspaper in the city.
    • The bold statement on billboard read “Ab Amritsar Ko Milege Apna Pehla Akhbar”
    with “ Punjab ko chahiye jawab” as tagline and “Sahi faisla kijiye” as base line.
    One-To-One Connection with the Customer:
    • A team of 250 boys and girls dressed in smart Dainik Bhaskar
    Outfit to conduct the survey.
    • 5 lakh houses were visited, data was gathered from Punjab State
    Electricity Board ( P.S.E.B)
    • To find out the Punjab based Hindi readers.
    • This survey was used for aggressive advance booking of the
    newspaper.
    • Team also handed over a letter written by it’s chairman to the
    customers along with a telephone directory of imp. Numbers like
    Hospitals, Police station etc.
    • Double – Decker bus was used to offer free rides to the people
    waiting on the bus stand.
    • To make paper more people friendly few questions were asked
    regarding what people would like to read in the news-paper.
    • The direct marketing team went around the place with a prepaid
    coupon booklet
    Phase: 6

    • “Main book kar raha hoon kyunki mujhe chaiye sirf sachai.
    • Billboards now portrayed people from all segments giving
    reasons why they were booking Dainik Bhaskar.
    Phase: 7

    • Highlighting the content.


    • “Sachai ko bhatakne nahein dengi khabre”
    • Date of launch was also mentioned now.
    OUTCOME: THE VICTORY
    • Hit The stand on October 08, 2006. Selling a record
    number of 1,86,000 copies on the first day.

    • Despite of strong competition from Punjab Kesari and


    Dainik Jagran becomes the No. 1 news-paper

    • Around 3 Months- 2,10,000 copies sold per day.

    • Has a sales more than the combined sales of Punjab


    Kesari and Dainik Jagran.
    CONCLUSION
    • Perfect case of the product purely matching
    the expectations created by its campaign.
    • Tremendous Marketing strategies used for the
    success of the news-paper.
    • Dedicated Efforts helped Dainik Bhaskar to
    become the king of the news-paper market.
    • Research combined with product
    development.
    SUGGESTIONS
    • Add a page providing information on jobs and
    career.

    • A special column regarding business


    dictionary on the business news page should
    be introduced so as to expand itself in the field
    of business.
    THANK YOU

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