1. Pre Pared By :-
Group No - 9
Guidance By :-
Prof. Krunal Joshi
Submitted To :
Nicm (Sjpi)
A Branding Project
On
Academic Year :- 2014-
15
2. India’s Largest Newspaper GroupIndia’s Largest Newspaper Group
Strong presence
across India
MP, Chhattisgarh, Rajasthan,
Punjab, Haryana, Chandigarh, HP,
Delhi, Maharashtra, Gujarat,
Jharkhand & Jammu
14 states
65 Editions
4 languages
Trusted by 1.80 crore readers
Across 14 states
3. India’s
Largest Newspaper
Group
Dainik Bhaskar Group
• Trusted by 1.90 crore readers everyday
• Covers 13 states with 65 Editions
• Reaches to 1.31 crore urban readers
• Bhaskar Markets account - 32% of
Indian GDP and 40% of Market
potential (MPV)
Sources: Indicus Analytics Market Skyline of India 2010 / indiastat.com / RK Swamy BBDO Guide to Market Planning 2008 / IRS 2012 Q1
4.
5.
6. • 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
7. • Dainik Bhaskar
• Divya Bhaskar
• Business Bhaskar
• Divya Marathi
• DNA
• DB Star
• DB Gold
• Saurashtra Samachar
Newspapers
8. MYFM-94.3 Jiyo dilse
• 4th
largest radio network in India.
• Currently operational in 17 cities
across 7 states in India - Jaipur,
Chandigarh, Bhopal, Surat, Raipur,
Nagpur, Udaipur, Jalandar, Gwalior,
Ahmedabad, Bilaspur, Ajmer, Amritsar,
Indore, Jodhpur, Jabalpur, and Kota.
• The brand proposition - Jiyo Dil Se,
inspires listeners by urging them to
follow their heart. It shows them the
way to live life to the fullest while giving
the brand a young & vibrant feel.
FM Radio
9. I MEDIA CORP LTD
A subsidiary company that provides integrated internet
and mobile interactive services.
• It is largest Hindi Newspaper site with
100 Million page views every month.
Internet Portal & Service
• The digital footprint contains:-
www.dainikbhaskar.com - Largest Hindi portal,
www.divyabhaskar.com - Largest Gujarati portal
www.dailybhaskar.com - English news site,
www.divyamarathi.com - Marathi news portal.
• The mobile reach entails having WAP sites,
phone applications, and a mobile shortcode
54567.
10. Everyday reaching
1.90 crore readers
across India
Brand Bhaskar
is today synonymous
with excellence, speed,
quality, ethics & innovation
Source : IRS 2012 Q1
11. The Top 5 Newspaper Groups
Dainik
Bhaskar
Group
Dainik
Jagran
Group
The Times of
India Group
HT Media
Group
Malayala
Manorama
Group
Publication AIR Publication AIR Publication AIR Publication AIR Publication AIR
Dainik
Bhaskar
14553
Dainik
Jagran
16412 The Times of India 7652 Hindustan 12157
Malayala
Manorama
9875
Divya
Bhaskar
3693 I Next 618
The Economic
Times (Eng)
792
Hindustan
Times
3805
Saurashtra
Samachar
250
Midday
(Eng)
422
The Economic
Times (Hin)
58 Mint 246
Business
Bhaskar
81
Midday
(Guj)
162
Maharashtra
Times
1401
DNA* 51 Inquilab 152 Navbharat Times 2588
DB Star 289 Nai Dunia 1688 Sandhya Times 90
Dainik
Prabhat Kiran
98 Nav Dunia 369 Vijay Karnataka 3425
Mumbai Mirror 777
Bangalore Mirror 185
Ahmedabad Mirror 71
Pune Mirror 40
Total 19015 Total 19823 Total 17079 Total 16208 Total 9875
Source: IRS 12 Q1AIR figs (000’s)* Does not include figs of DNA Mumbai, Pune & Bangalore
12. Source : IRS 2012 Q1
Figs in % Reach of All Readers of Any Daily in each State
State-wise urban Readership
13. BRANDING ACTIVITY
Jal Satyagrah
An editorial and communication initiative
• “Jal Satyagrah”, Jal Hai toh Kal Hai (Water
movement- If there is water, there is
tomorrow) aims at motivating readers to
save 15% water in their daily usage
• To promote this cause the Group had
also undertaken various activities and
organized a conference with experts from
UNICEF, UNESCO and International
Commission for Irrigation and Drainage.
CSR Activities
14. CSR Activities
Tree Plantation
• Dainik Bhaskar Group is carrying out tree
plantations nationwide.
• Motivating the general public to come
forward and plant a tree at their own place.
• The Group targets to plant 25 lac trees.
15. CSR Activities
Parinda - Save Bird Campaign
• During the peak of summers, when temperature
reaches 45-47 degrees, thousands of birds die due
to lack of drinking water & grains to eat.
• “Parinda- Save Birds”. 'Parinda' (pot to contain
water & grains in local dialect) were made in
consultation with the forest department &
ornithologists.
• 50000 water bowls were distributed free of cost
• It elicited strong support from readers and the
public and the state level personalities
appreciated as well as participated in the
campaign.
16. Other Initiatives
India Pride Awards
• The event acknowledges the role of Public
in India's progress by awarding them for
excellence.
• It is an annual event and has been graced
by the Home Minister – Finance Minister of
India . & Deputy Chairman of the Planning
Commission.
17. Other Initiatives
Bhaskar Women of the Year
Awards
• These awards were set up to recognize
and felicitate deserving women in order to
encourage and motivate women to achieve
greater heights.
• More than 2,000 women participated in 4
categories.
• This also helped the brand to build a
connection with women readers directly.
18. Other Initiatives
Junior Editor
• Junior Editor was an attempt to encourage
newspaper reading habit amongst the
younger generation through increasing
interactivity with the newspaper
• 10 states, 42 cities and 592 schools
participated in it and 67130 newspapers
were submitted
• Jr. Editor was listed in Guinness book of
World Records, Limca book of records as
well as India book of Records
19. • Divya Bhaskar has coverage in 2 states with:
•Divya Bhaskar has invested in State-of-the-art
printing technology - the KBA printing machine
from Germany. This machine at its Ahmedabad
plant is capable of printing high quality colour
images leading to enhanced reading experience.
KBA printing set-up
Gujarat 6 editions (Ahmedabad, Vadodara,
Surat, Rajkot, Bhavnagar and Bhuj)
Maharashtra Mumbai
Divya Bhaskar: Technology Advantage
Printing capacity of 85,000 copies per hour
20. • 'World largest manual newspaper' : more than
60,000 kids participated: Gunniess Book of record
2011
• 'India's first perfumed newspaper'; 41 lac copies:
Limca Book of Records
• Brand Leadership Award 'GLOBAL AWARDS FOR
BRAND EXCELLENCE'.2011
• 'International Newspaper of the Year', CMO Asia
Awards 2011
• 'Gold Award for Best in Print', Wan-IFRA, 10th Asia
Media Award 2011
• 'Marketing Solutions for Advertising Clients',
INMA Awards, 2010
• 'Media Abby' Bronze Award at Goa Ad Festival
2009
• Platinum Award for public service category at 39th
Creativity
• Silver Award for Newsletter B2B category at 39th
Creativity
Awards & Recognition
21. • Dainik Bhaskar adjudged Consumer Superbrand
(2009-10)
• World’s Largest Tea Party : INDORE Guinness
World Record
• APMA Awards (Asian Publishing Management
Awards) -
• Gold Award for Best Launch in Punjab
• Silver award at the 'National Awards for
Excellence in printing' 2011.
• 'Newspaper Printer of the Year' 2011 award by
Print Week.
• Print Week - 'India Newspaper Printer' of 2009
• IFRA 'Best in Print' 2004
• Brand Leadership Award - Radio,
• 'Global Awards for Brand Excellence. 2011
• 'Radio Channel Of The Year, CMO Asia Awards
2011
• 'International Broadcasting Excellence Award'
2010
Awards & Recognition
23. PROMOTION
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
24. MARKETING STRATEGIES
It uses direct marketing to establish leadership
position from day one.
To do the customerpreference survey in orderto
study the requirements.
Involving the customerto 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.
It reduces the Price of News Paper.
28. • Divya Bhaskar is strong company in this industry and it has good brand
image.
• The firm’s financial position is also strong.
• The firm has good and enough employees, the firm providing all the
facilities to its employee like bonus, incentive, training etc.
• Over staff in finance & personnel department.
• Coordination between departments is not proper.
• They do not contact any new customers directly.
29. CONCLUSION
• 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.
30. Thank You India’s Largest Newspaper GroupIndia’s Largest Newspaper Group
