Danik Bhaskar

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Key facts

• 1992-95: Undisputed Leader in M.P• 1996-2000: Jaipur, Chandigarh, Haryana• 2004-06: Gujrat, Punjab• 2004: Lakhs-Millions, One of the top 25 dailies in world

 

Madhya Pradesh

Chandigarh

Haryana AhmedabadGujarat Punjab

Key Facts

• Ruling more than forty years in Madhya Pradesh as the leading newspaper circulation

• Launching as the number 1 newspaper in states like Jaipur, Chandigarh, Haryana, etc

• Arrived as the Radical Innovator in the newspaper Industry

Success over the time

• Single biggest direct consumer contact programme• Evolving the product with the customer• Challenged Conventional Wisdom• Reaches leadership or close to leadership position in

every launch• Mission to achieve something spectacular• Shifted the dynamics of the industry• The team saw opportunities where others saw

problems

Marketing Concepts

• Radical Innovator• Crowd sourcing• STP• 4Ps• AIDA

Two Fears

1. The fear of being taken by surprise

2. The fear of losing money in a bad deal.

OVERCOMING THE FEARS

• CROWD SOURCING "Wisdom of the crowd“ – Wisdom of the crowd is another type of crowd sourcing

that collects large amounts of information and aggregates it to gain a complete and accurate picture of a topic

• Value Addition– Giving subscription and adding value by money back offer

on dissatisfaction

• Customer survey:– Divya Bhaskar, before its launch group(1,450) conduct

ed a large consumer survey with both individuals & focus group interviews of 12 lakh households in and around Ahmadabad.

• Market research :–  Dainik Bhaskar, an Indian newspaper views market

research not just as a tool for surveying the market they intend to enter, but also as a brand building exercise.

STP• Segmentation-– 8 titles in three languages across 9 states– Launch in Chandigarh- “Hinglish Dainik”

• Targeting- – Went to millions of houses– House earner & Buying decision maker

• Positioning-– They made the customers feel special– Involve in evolving by personal attention– Comforting & Assuring tust worthiness

4P’s• Product

• Price 2-3Rs

1.50Rs.(four days in a week)

• Place- Available in 9 states & 1 union territory

• Promotion-– Giving handbook and calendar to survey participants– Money back offer

• Value addition & Brand building– Through market survey they tried to establish trust and

rapport by enhancing experience. Thus, adding value and brand building

Human Resource Management

• Optimum & Effective utilization of Human Resources by intensive training

• Rewards & Appreciation along-with periodic parties & functions

• Innovative motivational strategies

• Empowerment & Ownership amongst surveyors by displaying acre & concern

• Retaining right talent e.g.- Sikar unit head in Rajasthan, surveyor in Jaipur

AIDA

• Market research

AWARENESS

• Customer Engagement through “Wisdom of Crowd” & personal attention

INTEREST• Showed

concern and worked on insights

DESIRE

• Assurance to deliver or money back

ACTION

PORTER’s 5 FORCES

Suppliers’ Power They covered costs by large nos. of subscriptions

Buyers’ Power They bent it on their side by Customer

engagement & assuring Value for money

Threat of New Entrants DB very well used it in their favor by being the RADICAL INNOVATOR, in spite of strong established players

Threat of Substitutes The internet

penetration shall lead to increase in English readers; for e-paper

and mobile apps.

Ind. Comp. The competition was with the established dailies in the regions

FUTURE

• Opportunities to enter new markets• Internet & Mobile Apps in newspaper

segment