The document discusses the price war that occurred in the Gujarat newspaper industry between major newspapers Dainik Bhaskar Group, Sandesh, and Gujarat Samachar. Dainik Bhaskar launched the Divya Bhaskar newspaper in Ahmedabad with a promotional price of Rs. 1.50 for a one year subscription without any advance payment. This led to increased circulation of 452,150 copies, the highest in the country. In response to Divya Bhaskar's entry, competitors reduced prices and increased supplements. Sandesh cut its price to Rs. 1.50 and offered more pages and gifts with subscriptions. This marked the beginning of an intense price war between the major newspapers in
10. GUJARAT SAMACHAR’S STRATEGIES MARKETING TEAM STRENGTHENED NEW DESIGN AND LAY-OUT PLASTIC BUCKET FREE FOR MONTHLY SUBSCRIBERS CUSTOMERS COULD REDEEM COUPONS TO GET GUARANTEED GIFT IN “MALA MAAL DHAMAKA” CONDUCT BEAUTY EVENTS ASSOCIATED WITH AYUR-HERBALS & HINDUSTAN UNILEVER LTD.
18. COMPETITORS RESPOND TO THE ENTRY STRATEGY OF DIVYA BHASKAR REDUCTION IN PRICES SANDESH REDUCED ITS PRICE TO RS 1.50 FROM RS 2. 2.SUPPLEMENTS AND COLOR PAGES- SANDESH INCREASES ITS NUMBER OF SUPPLEMENTS AND TOTAL NUMBER OF COLOR PAGES.
19. CONTD…. 3. HOUSEHOLD VISITS AND GIFTS. 4.STRENGTHING OF ITS MARKETING TEAM. 5.NEW DESIGN AND LAYOUTS 6.GIFTS WORTH SUBCRIBTION-PLASTICTIC BUCKETS. 7.”MALA MAAL DHAMKA “ COUPON SCHEME.
