Faculty guide : Prof. Preeti SinghalCompany Guide : Mr. Saurin ShahCompany name : Divya BhaskarPresented by : Anuradha PatelEnrollment no. : 117050592078

Divya Bhaskar was launched in June 2003 from Ahmedabad, where it was competing primarily against a publication that was, at the time, nearly 8 decades old.

Divya Bhaskar, our Gujarati daily, is the largest Gujarati language newspaper in terms of circulation and is published in 7 editions and 20 sub-editions in 2 states, 3.6 mn Readers, 1.05 mn Copies. Divya Bhaskar has a dedicated editorial team consisting of 273 members.

INTRODUCTION OF COMPANY

Through effective strategic planning by the management team and the employment of robust marketing strategy, within a few months of the launch, Divya Bhaskar managed to overtake all its competitors and remains the market leader in that market in terms of circulation. Since then, Divya Bhaskar has successfully launched editions throughout Gujarat.

Total Circulation Divya Bhaskar : 9.77 lakh

Divya Bhaskar is the only Gujarati daily having ABC certified circulation figures.

Total Circulation Divya Bhaskar : 9.77 lakh

Divya Bhaskar is the only Gujarati daily having ABC certified circulation figures.

To know how dominating marketing strategies of Divya Bhaskar are.

   To find out the customer opinion concerning the

advertisements of Divya Bhaskar.  To study the importance of marketing strategies

of advertisement and the method of advertisement for Divya Bhaskar.

  To get the practical knowledge and experience in

competitive market about the impact of studying the strategies of advertisement of Divya Bhaskar.

It uses direct marketing to establish leadership position from day one.

To do the customer preference survey in order to study the requirements.

Involving the customer to collect the requirements, the suggestions and then design the project accordingly.

Pricing decision is based on the market affordability and the nature of his product to provide the best quality.

Flexibility is a key :- no system or plan is fixed. They should be flexible enough to undergo last minute change, otherwise they become a bottleneck.

To incorporate the customer demand or requirements upto 50 percent.

It reduces the color ad rates for festive seasons.

Promotion strategies are concerned with the planning, implementation and control of persuasive communication with customers.

Strategies followed by Divya Bhaskar in space selling are as follows:

1.Discounts, schemes/offers.2.Public relations.3.Attractive ads.4.Retaining the old clients.5.Approaching efficient/potential ad

agencies.

Here are the current ad rates of Divya bhaskar of Baroda :=

Classified Ads - 9 rs. Per word (minimum 10 words)

Display Ads - 27 rs. Per word

Edition Black & White Colour

Baroda Rs 600/- Rs 800/-

Position premium.

Specified Position Premium3rd page 25%

Back page 50%

Front page 100%

Sp. Page 25%

Sp. Page 25%

Innovation 100%

Research Problem:-

• By studying literature review and analyzing the problems I have decided to carry out my research to “study the MARKETING STRATEGIES FOR AD SALES OF DIVYA BHASKAR.”

Research Design:- Sources of Primary Data

•Exploratory Research Data collected through questionnaire

•Descriptive Research Secondary Data collected from the company

Types of Data:- Data from Internet

•Primary Data

•Secondary Data

TARGET POPULATION Readers of Newspaper in Vadodara City

SAMPLING METHOD Non Probability Sampling (Judgmental)

SAMPLE UNIT Middle, Upper Middle and Higher Class People

SAMPLE SIZE 40 Samples

RESEARCH INSTRUMENT Personal Interview with Questionnaires

2. Do you read newspaper? Almost each and every person reads newspaper.

Here are the respondents who prefer to read different newspapers.

3. Which newspaper you prefer to read?

4. Do you refer to the advertisements given in the newspaper?

5. In which newspaper you find the advertisements more appealing?

6. Which newspaper ad rates are more economically proper?

7. Up to what extent you are satisfied with the ad rates of divya bhaskar?

8. Which newspaper discount rates are more effective?

9. Up to what extent?

10. Would you suggest your clients to give ads in our newspaper?

11. Which advertisements you prefer more?

12. Do you follow the 90 day credit method of payment?

13. What is the payment method of divya bhaskar?

14. How would you rate their payment method?

15. What is your opinion concerning the ad rates of our newspaper as compared to others?

18. Do you think that we are successful in prompt services to our clients?

19. If no, then enumerate in detail what are the short comings.

And when we surveyed about their preference for advertisements it is found that:

To keep ads upto half page on front page and front page should not contain only big ads, there must be headlines and current news on the top of the front page.

Color ad on front page looks very good but it needs to restrict it to 30% of overall area so that important news must be printed because people buy newspaper mainly to read the current news.

Front page should be reserved for headlines- because of ads readers have lost the charm of reading the front page news. It is negative for any news or print media to sale at the cost of reader’s interest so, front page should be exclusively for valuable readers.

One or two pages has to be dedicated to advertisement only, divide the area for various types of specified group ads such as builder group, education, business,etc.

Survey should be conducted, content and quality should be made more better, newspaper size and font size should be slightly bigger in size.

Start coupon system again, more news related to business must be given and news related to general knowledge must be given.

There should be separate pages where colored and black and white advertisement should be given.

In light of above we can say that the current marketing strategies of Divya Bhaskar are satisfying up to a greater extent.

They just need to change a bit in order to grab the whole market.