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