Post on 14-Feb-2020
Brainsnack:Market Expansion
Arvind KaliaNational Head
Rajasthan Patrika
33
No.2 Hindi
newspaper group
in INDIA
Status upto 20th March 2013ABC July-- Dec 2012
781054
Publishes in 8 states, with 33 print centers
An army of 5000 correspondents, reporters and stringers
It enjoys a vast network of 5500 agents
This is made possible by the team of over 6500 employees.
Moortidevi Puraskar -2011 Of Bhartiya Jnanpith
Among 5 most successful community newspapers AMIC – UNESCO
2nd Largest Hindi newspaper group as per ABC July- Dec 2012
3rd most trusted newspaper BBC-Reuters survey 06
5th most read Hindi Daily IRS Q4 12
Major PublicationsRajasthan Patrika
Patrika
Daily News
News Today
Cable
Networks
Patrika
Online
Radio
Tadka
Patrika
Mobile
Patrika
TV
Patrika
- in -
Education
Patrika
Publications
Planet
Outdoors
Year
Book
Jan
Mangal
Trust
Welcome Chhattisgarh
SARGUJAKORIA
JASHPUR
BILASPUR
KORBA
RAIGARH
KAWARDHAJANJGIR
DURG RAIPUR
RA
JNA
ND
GA
ON
MAHASAMUND
DHAMTARI
KANKER
BASTAR
DANTEWADA
Courtesy : DANLEP C.G.
A new state Chhattisgarh was
born on 1st November 2000
with 16 districts
GENERAL INFORAMTION
Area 146361 Sq. Km. (6 times of Kerala State)
Population20795956(Census 2001) Rural-80% ,
Urban-20% SC- 12%, ST-33%
Gender Ratio 990 female per 1000 male
No. of districts 16 Blocks-146(Tribal –85)
IMR 79 per 1000 live births
2
CHC
Sub Centers
Villages 20379
3818
150
Medical
Colleges
Cities with more than 1
lakh population 8
Cities with 50000 - 100000
population4
Chattisgarh – A Snapshot
Chhattisgarh is among the richest Indian states in terms of mineral wealth, with 28 varieties of major minerals, including diamonds. Chhattisgarh is making significant investments in industrial infrastructure
According to Census 2001 literacy rate was 64.7 %
which is now improved to 76%
The state has already one approved
SEZ located in Naya Raipur and two
are in the state of approval to be set up.
Source : IBEF website
GROWING CHHATTISGARH
• Chhatisgarh is one of the fastest growing state with per capita income of Rs. 45k pm.
Industries like power plants, steel plants, minings etc has been instrumental in the states
growth..
• TMT Industries in boom at CG. India's biggest TMT market.
• Lifestyle: central/bigbazar,shoppers stop, wall mart, reliance mart etc
• Health care: Appolo, Narayana Hridalaya, Escort etc
• PSU's in CG: NTPC Bilaspur, NTPC Korba, South Eastern Coal Field (COAL India),
Bhilai Steel Plant (SAIL), NMDC, Jindal Power, BALCO (Sterlite Group), TATA Steel,
Jagdalpur, SECR (Indian Railways Zonal Office),
• All the above factors are helping the state grow with a brisk pase.
Decadal Growth
Rate: 18.06
Bastar
PRESENT CONTEXT OF NAXAL MOVEMENT
AND VIOLENCE
• Today, several areas including : -
– Andhra Pradesh
– Bihar
– Chhattisgarh
– Jharkhand
– Karnataka
– Kerala
– Madhya Pradesh
– Maharashtra
– Orissa
– Tamil Nadu
– Uttar Pradesh
– Uttarakhand and
– West Bengal
Patrika’s view for
CHITRAKOOT WATER FALL
Tribals dancing at Baahar Raini,
WORLD FAMOUS BASTAR DUSSHERA 2012
"Mardum Valley" an untouched beauty
Keshkal Ghat is a scenic spot located in Kanker
District of Chhattisgarh. It marks the border
between Kanker and Bastar districts...... ...
Haat is the weekly market
in rural areas
CHATTISGARHMarket unleashed…..
Get ahead with ……..
PATRIKA GROUP
Comparing two Hindi markets Rajasthan
and Chattisgarh (the gap explained)
• Those who can read:
– In Rajasthan 42% read a Hindi daily but in Chattisgarh 20% Read a Hindi
Daily
– In Urban Rajasthan 60% read a Hindi Daily, in chattisgarh only 40% read a
Hindi Daily
All Literates CRH % CRH on popln AHD % AHD on CRH
Rajasthan 450.6 256.9 246.9 55% 103.7 42%
Chattisgarh 171.8 129.9 104.2 61% 21.35 20%
Rajasthan-U 116.7 90.6 87.2 75% 52.0 60%
Chattisgarh-U 41 34.1 31.28 76% 12.4 40%
Source
IRS Q2 2010
The gap is evident even in 10L+ towns
All Literate CRH AHD % on CRH
Raipur 7.3 6 5.5 2.4 44%
Jaipur 23 19 18 14 78%
It is this gap, that Patrika group will bridge by reaching new readers.
As per NCAER’s and Ernst & Young reports India’s growth story will majorly
depend on KUT’s-key urban towns, like Raipur
The growth of any market depends on the infrastructure
and is backed by Media Penetration in that market.
Available Media resources till last year were not sufficient to address the media
requirement of even the top cities, which account for 50-60% business from the
state, and are key growth drivers.
Source
IRS Q2 2010
With the Hindi Reading Population who are able to Read any Newspaper but are not reading
any Hindi Daily the Gap is Huge .
Patrika will fill the much needed gap in the State.
Source
IRS Q2 2010
The Huge Gap
Situation Analyzed
In Rajasthan , though RP is in a leadership position, Rajasthan is still being
addressed by two strong publications , with equally strong presence; healthy
competition motivates RP to earn its leadership every year, which in turns
improves the Print penetration
In however, there is no meaningful competition.
Affect : Chhattisgarh is far behind on the Map in terms of Print reach of only 21%.
The then no 1 daily for granted approach is negatively affecting their Readership
with every IRS round.
All figs in Lacs
Source
IRS q2,2010
Improved Print reach will improve MPV of Chattisgarh
DURG
RAIPUR
BILASPUR
Raigarh
The main editions of
other dailies
Patrika Editions
Patrika was launched in
Chhattisgarh
RAIPUR EDN 19th Sept 2010
BHILAI EDN 24th Sept 2010
BILASPUR 25th June 11
JAGDALPUR 25th June 13
4:4 EDITIONS
JAGDALPUR(BASTER) EDITION
Jagdalpur (Baster) situated in bottom of Chhattisharg is among the richest distt of country in natural resources. Lush green surroundings, beautiful water falls, huge caves, ancient temple, wild animals presence like tiger, bison etc makes baster a great tourist destination.
Rajasthan Patrika is only national daily having live edition from Jagdalpur (Baster) under brand name of Patrika.
The edition was launched on 25th of june' 2013. Its a self dependent unit with printing facility at Jagdalpur itself.
The area may be the richest in terms of resources, but sadly is most exploited and neglected. There was need of a honest newspaper to raise issue of common people of Baster against:
Exploitation of Land
Exploitation of natural resources like iron ore, forests
Exploitation of common people as people/tribals of distt are most illiterate
Development of distt: being the distt richest in natural resources and presence of organizations like NMDC, TATA Steel, Essar makes the distt promising in economical growth.
WHY Jagdalpur (Baster) Edition
WHAT DIFFICULTIES PATRIKA FACED
Non availability of quality staff/labor due to lack of development.
People from outside not willing to shift due to fear of Naxalism.
Transportation issues in remote areas.
Area full of forest/mountains which makes coverage of entire area difficult.
Circulate newspaper early morning as before other newspapers circulation use to happen at around 10 am.
SUCCESS OF JAGDALPUR
As Patrika is the only national newspaper with live edition, the people have welcomed the newspapers from day one as they got newspaper early morning unlike other newspaper at 10 am.
This actually changed reading habit of people making a shift of reading newspaper at their normal specified time (early morning)
People got very current news in patrika like results of India/west indies/sri lanka series were covered only in patrika. Where other newspapers covered half innings news.
Patrika being peoples newspapers made a place in heart of localities
The Result of Patrika launch in Chhattisgarh
As per •ABC•IRS•Adex•Editorial
Patrika in already
No.1 in Raipur City as per Circulation
Patrika (ABC – July – Dec 2012) DB (A BC Jan-Jun 12)
Chhattisgarh Circulation
Patrika 179011
(ABC July – Dec 2012)
*Non ABC ( Bilaspur) : 91771
DB Corp As per ABC
latest available )
Raipur City
Readership
IRS 2012 Q4 AIR
Copies (ABC july- Dec 2012) : 173673
*Non ABC ( Bilaspur ) : 91771
270782
Reader’s (IRS 2012 Q4) 224000
Per Copy Readership 0.83
Chhattisgarh Edition
Copies (ABC latest available )
289845
Reader’s (IRS 2012 Q4) 899000
Per Copy Readership 3.10
Patrika Dainik Bhaskar
In time to come Patrika will cover the gap in readership
ADEX april – july 2013 -CG
Overall mkt share of patrika – 42.75 %
Report Interval Apr to 25 Jul
Edition:-Raipur
Pat DB Total MSH% Pat DB Total MSH%
Education 132295 221851 354146 37.36% 139180 240609 379789 36.65% 5.20%
Miscellaneous 57694 178032 235726 24.48% 126089 214422 340511 37.03% 118.55%
Services 140678 163635 304313 46.23% 172723 145709 318432 54.24% 22.78%
Auto 61641 104438 166079 37.12% 76188 132607 208795 36.49% 23.60%
Retail 121535 107658 229193 53.03% 121447 72686 194133 62.56% -0.07%
Personal Accessories 47730 173948 221678 21.53% 21183 87384 108567 19.51% -55.62%
Durables 70815 34661 105476 67.14% 35046 57842 92888 37.73% -50.51%
Personal Healthcare 57224 50956 108180 52.90% 49267 36988 86255 57.12% -13.91%
Hair Care 18126 26164 44290 40.93% 50537 33787 84324 59.93% 178.81%
Textiles/Clothing 13157 33190 46347 28.39% 15690 30342 46032 34.08% 19.25%
Personal Care/Personal Hygiene 6766 15970 22736 29.76% 20257 23001 43258 46.83% 199.39%
Telecom Products 6468 9122 15590 41.49% 16267 25683 41950 38.78% 151.50%
Food & Beverages 11232 35064 46296 24.26% 15246 17554 32800 46.48% 35.74%
Building, Industrial & Land Materials/Equipments36132 5440 41572 86.91% 11329 17209 28538 39.70% -68.65%
Banking/Finance/Investment 3828 17939 21767 17.59% 6670 20295 26965 24.74% 74.24%
Media 57187 20665 77852 73.46% 2778 20880 23658 11.74% -95.14%
Computers 2205 15378 17583 12.54% 8729 10420 19149 45.58% 295.87%
Corporate/Brand Image 4610 13177 17787 25.92% 8021 9202 17223 46.57% 73.99%
Household Products 2634 5411 8045 32.74% 4382 5173 9555 45.86% 66.36%
Alcoholic Drinks 957 957 0.00% 1952 1976 3928 49.69% 100.00%
Telecom/Internet Service Providers1864 2250 4114 45.31% 1778 2120 3898 45.61% -4.61%
Laundry 3188 3249 6437 49.53% 240 2593 2833 8.47% -92.47%
Fuel/Petroleum Products 825 2365 3190 25.86% 2469 2469 0.00% -100.00%
Office Automation 130 935 1065 12.21% 995 855 1850 53.78% 665.38%
Agriculture 360 200 560 64.29% 80 1648 1728 4.63% -77.78%
Tobacco & Related Products 64 64 128 50.00% 100.00%
Grand Total 858324 1242655 2100979 40.85% 906138 1213518 2119656 42.75% 5.57%
Apr to 25 Jul 12 Apr to 25 Jul 13
GrowthSUPER_CATE
Patrika In
Madhya Pradesh
PER COPY LITERATES IN MADHYA PRADESH BEING MORE THAN
2 TIMES THAT OF RAJASTHAN, INDICATED A HUGE UNTAPPED MARKET
a) The ratio of literates over newspaper copiescirculated in Madhya Pradesh was 33 (per copy)which was abnormally high indicating clear spacefor a new newspaper
b) The growing literacy rate and fast paceddevelopment in Madhya Pradesh indicated a hugepotential.
MADHYA PRADESH !
Source: Census 2001
Particulars MP Rajasthan
No. of Households(in Crores) 1.4 1.29
Population (in Crores) 6.03 5.6
Literates(Census of India) 3,15,92,563 27,702,,010
Urban Population (in Crores) 1.6 1.32
Literacy Rate 64% 60.0%
Circulation(in lakhs) 9.5 20
Readership of any Hindi daily + any English daily
(IRS-08-R1-AIR) 46,61,000 1,05,51,000
Households per newspaper (household/circulation) 14.73 6.45
People per newspaper (population/circulation) 63.5 28
Per copy literates(litererates/ circulation) 33.26 13.85
Population (in Crores) 6.03 5.6
Literates(Census of India) 3,15,92,56
3
2,77,02,010
Circulation(in lakhs) 9.5 20
Per copy literates(literates/
circulation)
33.26 13.85
MP Rajasthan
Endless Possibilities
Source: IRS R1 08 AIR, figure in ‘000
Madhya Pradesh
IRS Q4 2012 AIR
Patrika Group has the maximum reach viz a viz
competitor in Rajasthan + Madhya Pradesh as per
readership.Rajasthan
Madhya Pradesh
Patrika Group = RP (6733)+Patrika
(1844)+ Daily News (122) + News Today
(106)
Madhya Pradesh
Rajasthan The answer is Patrika is Very much
ahead viz a viz with competition in
Rajasthan & Madhya Pradesh as per
circulation
ABC Jan- June 2012
Patrika
(ABC July – Dec 2012)
DB Corp As per
(ABC latest available )
ABC Jan- June 2012
Thank you
Brainsnack:Market Expansion
Arvind KaliaNational Head
Rajasthan Patrika