PROJECT REPORT

ON

“MARKETING STRATAGY OF DAINIK BHASKAR”

AT

DAINIK BHASKAR LTD

SUBMITTED TO: - SUBMITTED BY:-

Mr. HARI MOHAN SEXENA
NISHKARSH SHUKLA
&
VIPIN KUMAR RAJVANSHI

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CERTIFICATE

21
APPROVAL LETTER

21
 ACKNOWLEDGEMENT

It is my pleasure to be indebted to various people, who directly or

indirectly contributed in the development of this work and who influenced my
thinking, behavior, and acts during the course of study.

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 DECLARATION
My self DEVESH SHARMA, student of PGDMM, studying at
correspondence department of UP RAJSHREE TONDON OPEN
UNIVERSITY, ALLAHABAD. Hereby declare that the training report on
“MARKETING STRATRGY OF DAINIK BHASKAR” submitted to
UPRTOU, ALLAHABAD in partial fulfillment of DIPLOMA of PGDMM is
the original work conducted by me.

The information and data given in the report is authentic to the best of my
knowledge. This summer training report is not being submitted to any other
University for award of any other Degree, Diploma and Fellowship.

DEVESH SHARMA

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CONTENTS

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21
 INTRODUCTION
This project deals with the overview of DB CORP Ltd. Including their strategies and
major products and services provided by them and the comparative study of DAINIK
BHASKAR with the competitors in the market.

DAINIK BHASKAR is a hindi language newspaper of India. Late Mr. Dwarka

Prasad Aggrawal started as a tabloid in indore in 1946. then it is started in Bhopal
as a broad sheet daily newspaper in 1958

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.
After that it launch another edition time to time

YEAR ESTABLISHMENT
1958 The birth of DAINIK BHASKAR group with the launch of the first edition
in the home town of the Aggarwal family, Bhopal. The family had
diversified interests even then, media was an experimental foray.
1983 Ramesh Aggrawal gets hands on and decides that Bhopal is not enough.
The year sees back to back launches of Dainik bhaskar Indore followed by
Raipur, Bilaspur and Satna editions.
1992-1995 A time to ask –What is left to achieve? DAINIK BHASKAR becomes the
#1 newspaper in Madhya Pradesh. DAINIK BHASKAR is declared the
fastest growing daily in India according to independent, third party
estimates.
1996 Looking beyond the state, DAINIK BHASKAR eyes opportunities and
gaps, Rajasthan nis the first target, and the three sons are part of the a team
.launch of DAINIK BHASKAR in Jaipur ,Alwar and Sikar.
1997 Professionalism is now a must. The group continues the in roads into
Rajasthan.DAINIK BHASKAR Launches in Bikaner, Jodhpur and Ajmer,
bringing the total number of edition in the state to six.
1998 Domination of Madhya Pradesh continues. This year seems almost tame
and boring. Just the one launch with anew edition of DAINIK BHASKAR
in Udaipur.
1999 Domination of Rajasthan now complete with the launch of DAINIK
BHASKAR Kota and Sriganganagar editions. If there’s nothing more to
be won in Rajasthan ,where is the next target?
2000 Two more states added to the portfolio. DAINIK BHASKAR launches
Chandigarh and Haryana (Panipat+Hissar) editions while growing in
Madhya Pradesh and
Rajasthan.
2001 Launch of DAINIK BHASKAR Faridabad edition.

2003 DB Corp goes to Gujrat! Divya Bhaskar launch in ahmedabad,Gujrat.

2004 • Divya bhaskar launch in Surat, Borada, Mumbai and Bhavnagar
editions.
• Launch of Aha! Zindagi Hindi.
2006 • Launch oh DAINIK BHASKAR in Punjab with edition s Amritsar
& Jalandhar .
• Launch of Dainik Bhaskar Bhilwara ,Sagar and Ujjain Editions.
• Launch of DIVYA BHASKAR Jamnagar and Rajkot Editions.
• Launch of Aha! Zindagi Gujkrati In Ahmedabad .
• Launch of MY FM radio in jaipur.
• Launch of DNA money in Indore, Bhopal Ahmedabad & Mumbai.
2007 • Launch of DAINIK BHASKAR New Delhi Edition.
• Launch of DAINIK BHASKAR Ambala and Ludhiana edition .

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 • Bhaskar Anand and Bhuj editions.
• Ahemedabad and Surat edition .
• Launch of Lakshya.
• Launch of DB Gold, Surat.

2008 • M.S. Dhoni becomes the Brand Embassador and integrated brand
campaign-
Zidd Karo Duniya Badlo is Launched
• Launch of Business Bhaskar, The Financial News paper .
• BHaskar, the financial newspaper.
• Launch of DB Star.
• MY FM grew to a 17 station strong network.

But now DAINIK BHASKAR is one of the largest integrated media group in the
country. The turnover of the company is 2300 crore plus.

Its Print media has a total readership of 4 crore plus, covering 10 states and 1 union
territory through its 42 edition in 3 different Languages.

The group is also into electronic media-Radio and Cable

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BHASKAR FOOT PRINTS
Fastest Growing newspaper Group in India

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Bhaskar Group reaches to every nook and corner in 11 most important state of India.

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 The services offered by DAINIK BHASKAR are which help the people to
advertise their product & services & promote their product in competition era.
The important role play by DAINIK BHASKAR are to help the people in updating
them in news & happening all around nations. The major products in DB CORP.
related to media are DIVYA BHASKAR, BUSINESS BHASKAR, DB STAR, DNA,
MY FM 94.3….Jiyo dil se, BTV-Digital cable network

With so many established competitors in the market there is always a

possibility of a customer shifting from one organization to another for better services.
This creates both a scope as well as insecurity for DAINIK BHASKAR .Scope is that
it can always attract new customer seeking for a change whereas insecurity in the
sense that customer might leave them and go another organization for services if
DAINIK BHASKAR lacks somewhere either in serving their customer or lacks in its
product in front of its competitors.

A comparative study of DAINIK BHASKAR with its competitors will help the
organization in recognizing its strength and weaknesses when compared to its major
competitors. This report will help the organization in designing a proper strategy to
overtake its competitors and remain market leaders. Now it is very important to
know who the major competitors of DAINIK BHASKAR

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 Company Profile

DESCRIPTION
DAINIK BHASKAR is one of the Leading Hindi daily having No. 1 position with 42
Edition in Rajasthan,M.P.,Chattisgarh,Chandigarh,H.P.,Haryana,Gujrat,Karnataka,
Maharashtra, Punjab now in New Delhi.You must be aware that we started our operation in
Haryana seven years back. Within very short span of time we emerged as No. 1 Newspaper
from the soil of Haryana. Haryana includes four zones i.e.
(1) Panipat zone covers - Sonipat,,Panipat,Karnal, Rohtak- Bahadurgarh- Jhajjar.
(2) Hissar zone covers - Sirsa,Hissar,Revari-Mahendergarh-
Narnaul,Fathehabad,Bhiwani,Jind.
(3) Faridabad Zone Faridabad, Badahgaruh, Gurgoan
(4) Ambala zone covers - Ambala,Yamunanagar, Kurukshetra-Kaithal.

As you know,today DAINIK BHASKAR are No. 1 Hindi newspaper having a 3.00 Crore
plus readership base. This has happened only because we always care for the taste of our
readers and try to deliver a product,which is very authentic,interesting and full of latest
updates.This is the culture of Dainik Bhaskar to do something which gives latest information
about the market to its readers

MISSION: “The BHASKAR GROUP has a dream to create niche for itself in the
international media scenario.”

We have roots in India but our actions and thoughts are of the world standard. We
would study the best in the world and implement them as per our local requirement, which
would enable us to emerge as a strong media group in the future. Our efforts in this direction
will not be limited to the newspaper alone. We would march ahead with the times and
would reach where our consumers are.

GENERAL INFO

Year Established: 1946

Sector: Private

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Industry: Newspaper

Employees:11000

Turnover: 3 crore plus

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21
 GROUP PROFILE
Publications

DAINIK BHASKAR DIVYA BHASKAR DAILY NEWS ANALYSIS

BUSINESS BHASKAR DB STAR

OTHER MEDIA BUSINESS

MYFM - Radio
.

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EXPLANATION REGARDING GROUP PROFILE

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 askar
Dainik Bhaskar & Divya Bh
Dainik Bhaskar
A leading Hindi broadsheet daily
newspaper in India .
In 2008 Dainik Bhaskar celebrated
its golden jubilee.
It is the fastest growing newspaper
brand in the country.

Divya Bhaskar
June 2003, Bhaskar Group entered
Gujarat market
It is the only Gujarati newspaper
with 8 editions + 1 Saurashtra
Samachar edition , covering
100 % Gujarat

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BUSINESS BHASKAR & DB STAR

Business Bhaskar

 Bhaskar group entered

the Hindi financial
segment with Business
Bhaskar in June 2008

 Business Bhaskar is
present in 6 states
covering 17 cities.

 It is the only Hindi

financial newspaper that
has covered major cities
of India

DB Star

 DB STAR is a compact
newspaper.

 It addresses the
heightened leisure
reading need

 Published in Bhopal,

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DNA – DAILY NEWS ANALYSIS

The Bhaskar group, along with the

Zee group, launched DNA
English newspaper in July’05
in Mumbai.

DNA is 2nd largest newspaper in

Mumbai and also the largest
circulated read newspaper in
Ahmedabad

DNA has 6 editions in Mumbai,

Pune, Ahmedabad, Surat,
Jaipur and Bengaluru

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 My FM 94.3…. Jiyo dil se
State City
Jaipur
MYFM a chain of FM radio
Udaipur stations has license for 17
Rajasthan Ajmer
Jodhpur stations making it the 4th
Kota
Chandigarh Chandigarh largest FM network in the
Punjab
Jalandar
Amritsar
country.
Bhopal
Gwalior
M.P
Indore It is a leading FM channel in
Jabalpur
Gujarat
Surat most of the places.
Ahmedabad
Raipur
Chattisgarh
Bilaspur
Maharashtra Nagpur

B TV- DIGITAL CABLE NETWORK

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  A venture of Bhaskar group and
Hathway communication ltd,

 It provides advance digital

entertainment satellite and cable
TV service to 12 lac household
covering 8 cities

 8 mass interest channels on B TV:

 BTV PREMIUM,
Cities: Jaipur, Indore, Mhow,
Jabalpur, Mandsaur,
 BTV CLASSIC
Ratlam,Bhopal., ,
Bikaner
 BTV THEATRE
 BTV SPICE
 BTV TIMEPASS
 BTV NEWS
 BTV BHAKTI
SUPPLEMENTS AND MAGAZINES OF DAINIK BHASKAR

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21
 BHASKAR GROUP

THEIR DIVERSIFACTION

 Textile
 Oil Extraction and Refining
 FMCG
 Cable TV
 Family Entertainment
 Art & Culture
 Event, Promation &Retail Marketing
 Education
 FM Radio
 Multi Media Desk
 ReaIEstate textile sector
 Shopping mall

EXPLANATION OF OTHER PRODUCTS OF DB CORP.

 TEXTILE

In 1996 ,BHASKAR had diversified into textile and set up

spinning unit at Mandideep, near Bhopal, Dist. Raisen, MP in
the name & style of M/S. Bhaskar Industries Ltd. The
business has since grown into an integrated resource with
spinning, weaving and processing facilities that compare with
the best in the world. The plant was awarded the ISO 9002
certificate for total quality control in 2002 and Bhaskar
industries is now a significant player in India’s
Textile sector.

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 OIL EXTRACTION AND REFINING

Bhaskar Exxoils Ltd. Sharda Solvents Ltd.

Solvent extraction and oil processing activity commenced
with soyabean processing . It now includes edible oil
refining and processing. It now includes edible oil refinig
and processing of vanaspati ghee as well. Distributed
locally Bhaskar oil is now significant local brand.

 BHASKAR VENKATESH

Engaged in matketing of salt.

 SUNCITY

The family entertainment centre set up BHASKAR GROUP

at Gwalior situated in the heart of the city, the 15-acre
complex is only recreation centre in the town. Sun city
brightens vistors experience with a blaze of cheery leisure
options including food courts, a shopping mall, virtual and
live shows, celebrity shows, adventure rides, boating and 3D
cinema. Sun city attracts an average of 3lac vistors every
month.

 CENTRE OF FINE ARTS

Abhivyakti is cultural arm and non-profit centre sponsored by

the BHASKAR GROUP .It provides aspiring artist of all age
groups with instruction and facilities to develop and project their
talent. Abhivyakti functions like an event management

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organization focused on establishing a platform for artist to learn and perform. It takes the
performer to the audience and bring the audience to artist.

DB AVTIVATION
360 degree communication stratiegie

DB Aktivations, an ideas company that focuses on experimental

strategies to chance the dialogue between a brand and its
audience, is one of the fastest growing units of the group’s media
business. A highly talented and handpicked team of
professionals with experience across a variety of product
categories works 24*7 on six cylinders to roll out 360 degree
communication solutions. DB Aktivation has 18 offices
in West , Central and North India and a client portfolio that
includes leading brands such as Brooke bond Taaza ,Bru,
lifebuoy, Surfexcel, Gillette, Whirpool, Tensports, Du Pont
&IT

 THE SANSKAAR VALLEY SCHOOL,

BHOPAL.
Tribute in memory of Sharda devi
BHASKAR GROUPas a mission of
presenting Bhopal as a quintessential
centre of education.This zeal and passion
conceptualized into founding of “The
Sanskaar Valley School” a co-educaional,
day-boarding cum residential, KG to
class XII School. The School is spread
over a picturesque area of 37 acres.
The school is affiliated to ICSE Board.
BHASKAR GROUP is making The
Sanskaar Valley School the destination of
choice For all those who care about
education.

IMCL

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 IMCL has acquired a short code 54567 to conduct
Various activities mentioned as under:-

• Make News paper interactive

• Public demand on Interactive Advt.
• Latest score
• Subscrption services
• Snap polls
• Locality sale
• Weekend Planning
• Multimedia desk
• Exam Result
• Download picture frames
• Book classified advt
• Cinema
• Weekend planning
• Contest

 ADITYA AVENUE, Bhopal

Sunrise of new Lifestyle

• Independent villas
• Well designed campus with beautiful landscape
• 100% power backup
• Broadband Internet connectivity in each villa
• 27000 sq ft central park
• Jogging Track Yoga Gazebo
• Superstore
• 7.5m paved internal roads
• The executive club
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 THE BHASKAR MALL

The first mall of the city spread over 5.9

acres of land with a GLA of approx
800000 sq.ft. having huge parking space.

HIGHLIGHTS
 One Hypermarket on single level
 Three Department stores
 Nine Superstores and 90 Vanilla
stores
 11 F & B outles + 50400 sq.Ft food
court.
 Five Screen, 1300 Seat Multiplex
 20,250 Sq.Ft indoor family
entertainment centre.

READERSHIP THAT MATTERS IN DIFFFERENT STATES

Out of 32 districts of
Rajasthan , Dainik Bhaskar
leads in 21
- The Districts that account
for 70% of Rajasthan
- 87% of SEC A population
- 86% of MHI 10K + residents
of Rajasthan
- 86% of Bizman /
industrialist of Rajasthan 21
21
 MADHYA PARDESH

Dainik bhaskar leads in all district of MP

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1. Dainik Bhaskar reaches to 47.14
Lac readers in MP , which is more than
All the Hindi dailies put together
(DJ+NB+NDu+Raj
Ex = 44 Lac)
2. Dainik Bhaskar leads by 313%
over the nearest competition in SEC A
3. In MHI 10K + , Dainik Bhaskar
leads by 268% over the competition
4. In Grads/PG+ , Dainik Bhaskar
leads by 185% over the competition
5. Amongst Bizman Industrialist ,
Dainik Bhaskar leads by 416% over the
competition

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 Bhopal

In Bhopal , Dainik Bhaskar reaches more number of readers than all Hindi dailies put
together

145

110 286
160

140
214
300

120
250

100

200
80

150
60

40 100

20
50

DB Hindi dailies 0

DB Hindi dailies

 Indore

In Indore , Dainik Bhaskar reaches more number of readers than all Hindi dailies put
together

181
155
125
109 200

180
140

160
120

140
100
120
80
100

60
80

40
60

20 40

0 20

DB Hindi dailies
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0

DB Hindi dailies
 CHATISSGARH
Dainik Bhaskar leads in all district of chatssigarh

• Dainik Bhaskar reaches 14 Lakh

readers in Chattisgarh, 3.8
lac(37%) more than the next
newspaper.
• 66% Hindi daily readers read
Dainik Bhaskar in Chattisgarh
• 66% of SEC A Hindi daily
readers read Dainik Bhaskar in
Chattisgarh
• 71% of MHI 10K + Hindi daily
readers read Dainik Bhaskar in
Chattisgarh
• Dainik Bhaskar leads in all
segments across Chattisgarh

 Sole Readership
Divya Bhaskar registers the highest no of sole readers in Gujarat
Also 60% of Divya Bhaskar Readers do not read GS and Sandesh - which is highest in
Gujarat

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 GUJARAT ( U+R)

DB DB sole readers in DB has 59 % sole

Total readers Gujarat readers
in Gujarat 54 Lac 32 Lacs in Gujarat

Sandesh Sandesh
has GS total
has just GS has just
Total readership
24 Lac 31 lac
46 Lac in Gujarat is
sole readers sole readers
readers 57Lacs
in Gujarat in Gujarat
in Gujarat

Sandesh has 53 % sole GS has

readers in Gujarat 54 % sole
readers in Gujarat

 HARYANA

Dainik Bhaskar is clear leader in Haryana

• Dainik Bhaskar is the leader in

Haryana with 27 Lakh readers
which is 37% more than Jagran
and 42% more than Punjab Kesari
• Dainik Bhaskar adds 3.13 Lac
readers in just one year of time
• Every 2nd SECA Hindi Daily
readers in Haryana reads Dainik
Bhaskar
• Every 2nd Grad/PG + Hindi
Daily readers in Haryana reads
Dainik Bhaskar
• 67% (18.13 lac) of Dainik
Bhaskar readers in Haryana do
not read Punjab Kesari and Jagran

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 CHANDIGARH

300

250

200
253

150

100
84

50

0
U+R

Dainik Bhaskar Competition

• Any Hindi Daily is more than double ( 106% ) of Any English Daily

• Dainik Bhaskar Alone Reaches 61% more readers then AED in Chandigarh

• Dainik Bhaskar Alone Reaches 47% more female readers then AED in Chandigarh

• Dainik Bhaskar Alone Reaches 47% more 20-34 years, readers then AED in
Chandigarh

• Dainik Bhaskar (253,000) reaches more readers than all English dailies put together
( ET + TOI + HT + Tribune + IE)

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 The priority SWOTs

BHASKAR IN MARKET

OPPORTUNITIES
1. NEW MALLS & TOWNSHIP COMING
UP.
2. COMING OF SEZ NEAR JHAJJAR.
3. BOOM IN EDUCATION.
4. HIGHEST GROWTH IN PER CAPITA
INCOME.
STRENGTHS
1. NUMBER 1 POSITION IN HARYANA &
OTHER STATE.
2. MAINTAINING 75% MKT. SHARES IN
AD SALES
3. STRONG GROUP MIS.
THREATS
1. INCREASING DISCOUNTS.
2. TO - HARYANA PLUS (MAXIMUM THREAT
TO EDUCATION & AUTO SEGMENT.
3. LAUNCH OF TRIBUNE IN HARYANA.
4. REAL ESTATE HAS SHOWN DOWNWARDS
TREND.
5. FM RADIO SPECIALLY AMBALA &
KARNAL.
6. COMPETITION GROWING IN NO. (COMING
CLOSER).
WEAKNESSES
1. STAGNANT CIRCULATION.
2. LESS NO. OF SUPPLEMENTS & PAGES.
3. DISCOUNTING PATTERN.

4. MOTIVATED TEAM. 4. LOW PROFILE TEAM.

5. TEAM HAS A GOOD MARKET
KNOWLEDGE.

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  AWARDS & ACKNOWLEDGEMENT OF BHASKAR GROUP

DNA

• IFRA – Asia media gold award for newspaper design - 2007

• IFRA Membership for International newspaper colour quality club (2008-2010)
• IFRA graphics 2003.

DAINIK BHASKAR:

• Marico foundation innovation business process.

• ABBY- consolation- ambient media.
• Asia publishing- best launch of title- 2007. (Punjab)
• Asian publishing 2008 for Taj Seven Wonders under the category - Multimedia
• Asia publishing 2008 for Woman Bhaskar under the category – content generation
• Creativity Awards for inheritance of environment – under the category- Public
service.
• ISO 9002 certificate for Ludhiana printing.
• Goa fest- innovation on masthead for Reliance.

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• Featured in INMA for innovation on Holi
• Featured in INMA for ‘Writer” campaign.

TOP 10 PUBLICATIONS (PUNJAB CHANDIGARH HARYANA HIMACHAL

PRADESH)

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 WHAT NEW ABOUT DAINIK BHASKAR IN 2008

Monday, June 16, 2008

Dainik Bhaskar signs on Dhoni as Brand Ambassador

A person from a small town emerge a champion." Adds Rajiv Jaitly,

"Dhoni has an attitude towards the game similar to what we have toward
publishing. Breaking barriers and myths - taking nothing as granted. To my
knowledge, Dainik Bhaskar is the first brand signing a celebrity brand
ambassador in the print media space and yes that is an added first mover

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advantage."
Satbir Singh, National Creative Director, Euro RSCG, said, "Dhoni
fits perfectly with our brand ideology and the planned communications
strategy. We see so many similarities between Dhoni and Dainik Bhaskar;
we just had to have him. He is a talented and ambitious player, who has
shown the world what the boy from Ranchi is capable of doing. His winning
strategy stems from his unbridled ambition. Dainik Bhaskar has a similar
story, from its inception in Bhopal, not so long ago, to achieving the highest
readership in the country, launching Divya Bhaskar and then DNA in a
joint venture with the ZEE Group."
Sanjeev Kotnala, AVP and National Head; Communication, said,
"Dhoni epitomizes the realization of a dream. He is extremely popular with
fans ranging from youth to decision makers, his appeal is pan India."
Dainik Bhaskar, a Hindi daily has seen fast growth since its Bhopal edition
launched 50 years ago. Its footprint covers 43 Tier 2 cities where India's
growth story is being written. It represents the
Chennai, June 16, 2008: Dainik Bhaskar announced today that it has signed
on MS Dhoni as its brand ambassador.
Rajiv Jaitly, President, Ad Sales & Marketing, said, "These are exciting
times for 'Bhaskar' as the brand continues its growth across markets. With
its geographical spread covering the newly emerged markets of India in
tier-II and tier-III towns, Dainik Bhaskar was seeking a personality or icon
who would best project the ethos and core of the brand to its various
stakeholders. In Dhoni, we have managed to find a near perfect fit. He is a
shining real life example of what an ambitious individual can do; he oozes a
high degree of confidence, adapts to new situations very fast, has
demonstrated innovative thinking and more importantly, has shown how
the relentless pursuit of excellence can make heartland of India - seeing
hectic development, consumers jostling for new gizmos as they are launched
and leading their city brethren as the new consuming class.

Dainik Bhaskar has just launched DB STAR a compact daily newspaper in

Bhopal and will soon launch Business Bhaskar's first edition in Bhopal.
Both these new titles are slated for launch across major urban centers
covered by the brand.
MS Dhoni said, "I am proud to work with Dainik Bhaskar as I see many
similarities in our success stories. I know about their success stories and

21
hope that my association will bring the brand the results they are gunning
for."

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21
  STRATGIES OF DAINIK BHASKAR

Whenever Dainik Bhaskar, a media group, enters a new market, it uses direct marketing to
establish a leadership position from day one. Here is the story on the transformation that
happened inside the organisation because of this strategy.

In 1996, when we began transforming our group into a customer centric organisation it was
difficult for us to accept the fact that someone called the consumer exists and that he would
henceforth have a greater influence in the way we publish the newspaper.

To cite an instance, during the launch of the Chandigarh edition of the Dainik Bhaskar, the
pre-launch customer preference survey showed that readers in that area preferred a
newspaper in Hinglish (the spoken language, a mixture of Hindi and English) to pure
Hindi.

To gain popularity we had to adapt that language in the newspaper. So in this case the
customers actually decided the language the edition would carry. This was a new
experience for us, especially the journalists and editors, and had a huge impact on the
organisation, its processes and its structure. Certain changes have now become a norm in
our organisation.

 MIND THE GAP

Involving the customer from the word go is a radical change in strategy, but we have
adopted it across the Dainik Bhaskar group for all our projects. We realised that there is a
gap between the entrepreneur's perception of the market requirements and the actual
market needs. This gap may actually be quite minor and inconsequential from the
management's view-point but it can make a huge difference in the way customers perceive
the product. Bridging this gap then becomes essential to win customer trust.

21
In our case, instead of designing the newspaper and then hoping to generate sales, we
involve the customers, collect their requirements, their suggestions and then design the

project accordingly. This strategy has made the difference between success and failure in
many instances.

Let me illustrate. When we planned to start our Chandigarh edition, we looked to buy a
property in a suburb called Panchkula as it was economical and also suited our needs. But
during the course of a conversation with a reader from Chandigarh, I came to know that if
we wanted readers to perceive our paper to be as prestigious as the Tribune, we should
operate from an imposing building in the centre of the town and not the outskirts. So this
set us thinking, and in the end, we invested in a Rs 3.5 crore (Rs 35 million) property in the
city centre as against the Rs 50 lakh (Rs 5 million) we had actually planned. This extra
investment ensured that people perceived us as a Chandigarh paper right from day one and
not just as any other newspaper.

 PRICING AGAINST THE MARKET

I strongly believe that the market is no one to set the prices. As entrepreneurs engaged in
the day-to-day running of the organisation, only we know the pros and cons of what price
the customers will accept for our product, of how much we can take and how much we

Pricing cannot. is ultimately the entrepreneur's decision based on the market affordability
and the nature of his product. Take telecom rates as an example. An owner of a telecom
company once told me that two and a half years ago, his company prepared a report, which
said that if they priced below Rs X per minute the company will be doomed. Today even
after selling at half that price the company is making three times more profit than what it
was earning three years ago.

There will be times when you may want to introduce a premium product at a price point
which the current market pricing will not accommodate. But if you are firm in saying that
you want this price and are confident of it, you will definitely get it. In the newspaper

21
industry, pricing plays a huge role, but we have realised that pricing is not a standalone
element. Quality is as important in deter-mining success. Customers will never accept
average quality; they want value addition in their product. They expect their rupee to go
the extra mile and give them the best quality.

 FLEXIBILITY IS KEY

No system or plan is sacrosanct. Systems and plans are essential but they should be flexible
enough to undergo a last minute change. Otherwise they become a bottleneck. This was an
important lesson we learnt during the Ahmedabad launch. We had initially planned two
city supplements for Ahmedabad as Ahmedabad is a city of 5mn readers. One edition
would cover eastern Ahmedabad and the other the west, thereby providing more local
news. So we planned our processes to accommodate two editions. But a reader survey
revealed that though readers residing in the eastern suburb may not frequently travel to the
west, they like to be up-to-date on happenings in the western part of the city and stay
connected with their social circle residing there. Acceding to market demands we had to
combine the editions and make the necessary changes in our systems.

Customer choice played a similar role in Chandigarh. Here we planned a feature based city
supplement to our main paper. It was to be printed earlier than the main paper, saving
costs. However, we discovered that customers preferred a news based supplement. We had
to change our process and print it along with the main sheet. This called for a major
process change and we had to reschedule our activities.

 NOTHING COMES CHEAP

Haryana is just about six hours drive from Chandigarh. So when we conceived the Haryana
project we planned to print the edition from Chandigarh. But much to our surprise, we
discovered that readers in Haryana resented a paper printed from Chandigarh. There was a
feeling that, "I am Haryana, I am Panipat, I am Karnal and why should Chandigarh play

21
boss to me". So we had to change our plans: we infused fresh capital and set up two
presses at Panipat and Hissar. The extra investment made in Chandigarh to feed Haryana
was a setback. But we had to do it because the market demanded that. But in the end the
success of the Haryana edition made it worthwhile.

Sometimes we have no option but to invest in extra infrastructure to get an edge over
competition. In printing, editorial matter is laid out, color separated and printed on acetate
sheets (called positives), which are then photosynthesised onto metal rollers, which are
mounted on the printing presses.

We are now contemplating investing in the latest printing process where editorial material
transfers straight from the computer to the plate, without going for positives. This saves
about fifteen minutes time. To save those fifteen minutes for the customer we are
contemplating a move, which involves changing the entire process.

But we have to do it; we just have no other choice, especially in our business where time is
of the essence and we compete with a dynamic media like television. A normal household
generally goes to sleep by 11 o'clock in the evening and any news between 11pm and the
time we wake up will catch the customer's interest. So we have to continuously extend the
time we can work, see until how late into the night we can cover events.

 ULTIMATELY IT IS YOUR CALL

You can conduct a survey, get customer feedback, get advertisers' feedback, the works. But
ultimately it is your decision. Your customer can say he wants X, Y and Z. But to what
extent you want customer needs incorporated in your plan is up to you.

21
This is the biggest decision and it depends on the entrepreneur's or the marketer's skill. At
times you may try to short change your customer based on your convenience. Sometimes
you may be able to get away with it, but personally we do not think it is possible. You can
put your foot down and say I will give in only this much to customer demands. Or you can
take a call on your costing, growth and other needs and try and find a compromise.

And this decision differs from company to company. Some companies may say I will not
let my profitability be affected. Some will take more risk and see how it works. Some will
strive to achieve a balance. I will try to satisfy a part of the customer's demand. If the
customer is asking 100 per cent, I shall give 50 per cent. That's a call that companies have
to take.

 Always launch as No.1 (fastest growing newspaper)

 To strengthen the current position.
 To grab an unoccupied postion.

 Deposition or reposition in the consumer’s mind.

 Before Launching they go for door to door survey .After knowing the taste of
consumer,they design the product .
 There strategy include not to promote any poltical party.
 Innovative marketing
 Unbiased news
 Bhaskar group reaches to every nook and corner in 11 most state of India.

There is no fixed formula and there cannot be also because it is so subjective, so dependent
on human vagaries. In some markets a price cut works wonders and in others, it doesn't.

 Recently in two of our markets the competition started a price war by slashing prices.
In one market we also reduced the cover price and we doubled numbers but in the other
one we grew the numbers without the price slash. It is not just luck. Broadly speaking

21
 luck is the environment around you. Earlier you may not have studied it properly. It all
depends on the marketer's perception.


All other strategies of BHASKAR GROUP BASED ON FOLLOWING

PRINCIPLES:

 All the actions and thought are based following PRINCIPLES

• ENTREPRENEURSHIP
• AMBITION
• INNOVATION
• PROFESSIONALISM
Whatever we do or say in the future is based on these principles
 We are totally professional and are committed to a goal. There might be different
ideas among us, but we respect these diverse ideas. We take care to achieve our
goal without compromising on our princples
 Our every effort will be focused on progress and entrepreneurship.
 We give utmost importance to creativity innovation. We would always endSeavor
to do anything better than before, should be effective and should be done with total
commitment.
 We believe in winning and teamwork. We believe in delivering and always respect
those who are capable of implementing every idea. Which means we would ensure
that whatever we do,should be based on said four principles.
 We as an organization are totally committed to employees.We therefore give top
priorty to an individual and his contribute and grow.
 We would provide our consumers, what they need or which they require and all
efforts will be in this direction.

 We believe that learing is first mantra of success, therefore we would create such
an environment where people get maximum opportunity to learn.

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 We would play a positive role in the society, no matter in what medium we would
be in..

21
 COMPARATIVE STUDY:

This part of the project deals with comparative study of DAINIK BHASKAR pvt ltd study

21
with its competitors will help the organization in recognizing its strengths and weaknesses
when compared to its major DAINIK JAGRAN Competitors. This report will help
DAINIK BHASKAR in designing a proper strategy to overtake its competitors and remain
market leaders.

At first it is important to know are the major competitors of DAINIK BHASKAR

As such all the MEDIA COMPANY are its competitors, but after a discussion with my
company guide we came out with following two major competitors of DAINIK
BHASKAR

 DAINIK JAGRAN

 PUNJAB KESRAI

DAINIK BHASKAR and these two competitors are the major players of the industry.
The analysis based on the two questionnaires will bring out who is actually the market
leader in this industry. The analysis part will also reveal the strengths and weaknesses
of these major players in the industry.

Competition in an industry is good part as no single firm in the industry can take its
reputation in the market for granted and every organization needs to keep on making
continuous effort in order to be ahead of their competitors in term of customers, profits etc.
Final report will contain details about the businesses of DAINIK BHASKAR competitors
along with the comparative study

BRIEF DESCRIPTION OF COMPETITORS OF DAINIK BHASKAR

DAINIK JAGRAN & PUNJAB KESRAI

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DAINIK JAGRAN

INTRODUCTION

Dainik Jagran is a Hindi daily newspaper. Dainik Jagran, founded in 1942 was the
brainchild of the aggressive freedom fighter Mr. Puranchandra Gupta. 1942 was a crucial
year when India was at her peak struggling to free herself from the chains of British
Slavery. This struggle had taken many expressions like- The Quit India Movement. It was
at that critical time that Dainik Jagran was launched with the vision of its founder Late
Puranchandra Gupta ‘to create a vision that would reflect the free voice of the people’. The
first edition was launched in Jhansi in 1942 and in 1947 Dainik Jagran shifted his
headquarters to Kanpur and thus launched its second edition. Late Puranchandra Gupta
never faltered in his determination to become a true newspaper baron. A man of principles
who worked towards his objectives, a personality of his stature defies all description. The
paper at that time was the only one of its kind and was a mirror image of those times and
the people of that bygone era. The tradition of truth that Puranchandra heralded was carried
forward by stalwarts like Narendra Mohan. He took the paper to a meteoric rise. He
strengthened Jagran’s editorial stance and embarked upon modernizing and building an
interaction between the paper and the readers. He focused upon listening to the voice of the
common people and emphasized upon changing with the changing time and requirements
of its icon – the readers. The then newspaper baron (the 18 editions of the Dainik Jagran
selling 1.4 million copies then) and a BJP MP with connections at the party's top level.
Late Narendra Mohan Gupta, felt that it was competition would compel newspapers to pay
greater attention to customer satisfaction, quality & excellence. He made full use of the
technological advances in the newspaper industry to boost the Dainik Jagran's circulation
and clout. The untimely

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demise of Mr. Narendra Mohan Gupta was a great blow to the Jagran Group, but being
innately survivors to the core the group knew they would have to rise above this grief and
move ahead specially to give shape to the dreams of Narendra Mohan Gupta & its founder.
His younger brother immediately rose to the occasion and took charge of the group. A
common saying “Nothing comes from nothing, nothing ever does” is absolutelytrue. It is
due to the relentless hard efforts of stalwarts like Mr. Mahendra Mohan Gupta, presently
the Chairman & Managing Director of the group (CMD) that Dainik Jagran witnesses so
much success today. He is also associated with the Press Council of India, Audit Bureau of
Circulations and many other philanthropic organizations. Chairman of Rave Entertainment
Ltd and a reputed member of the Rajya Sabha Mr. Gupta has over 46 years of experience
in the Media Industry. Mr. Gupta has created a niche for himself in the world of language
newspapers with his efforts such that they can keep pace with the ever changing modern
technologies. He is considered as a Media Baron as he aims to make the newspaper a
powerful instrument for transforming society and mankind.

A man of few words, 43 year old Sanjay Gupta, Editor Dainik Jagran and CEO – JPL
believes in letting his work speak for himself. Being at the numero uno position he
believes in excelling at his own game. He sets goals for himself, the son of a stalwart like
Mr. Narendra Mohan Gupta he believes in constant innovation and being on one’s toes all
the time. At the helm of such an upcoming organization he works with the belief that to
sustain in a competitive market a brand has to evolve with time or else it would be
discarded. He plans to bring uniformity among all the editions and launch multimedia
promotional strategies across the country. He also plans to bridge the gap between the
newspaper and the youngsters, the future of India.

Shailesh Gupta a name that is synonymous with innovation, motivation and achievement is
presently the whole time Director of Marketing & Advertisement in JPL. He took
command fourteen years ago at the young age of 25 and was elected as the youngest

21
member of the Audit Bureau of Circulation for the year 2004 – 2005. He has been the main
instrument in shaping the marketing strategy of JPL and made it more reader friendly and
is definitely the best in the business. He provided a cutting edge to the

newspaper marketing strategy and is responsible for multiplying JPL’s strength by

spearheading multiple novel projects. The entire JPL Family aims at working hard as it is
difficult to be the No. 1 read daily in the world but it is further difficult to retain this
position as there are no examples to follow. The Jagran Group continues to strive in their
never ending endeavors to retain Dainik Jagran as the most widely read daily in the world
and also to further evolve and improve upon the product.

EDITIONS:

Cutting across artificial boundaries of caste, religion, culture and creed Dainik Jagran
unites India today across 11 states with 32 editions and with a phenomenal readership of
56.1 nm as per the IRS (Round II 2008).

Dainik Jagran covers 11 states of India

o Delhi
o BIHAR
o PUNJAB
o HARYANA
o JHARKHAND
o WEST BENGAL
o UTTARANCHAL
o UTTAR PRADESH
o MADHYA PRADESH
o JAMMU & KASHMIR
o HIMACHAL PRADESH

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 ACHIEVEMENTS

• Dainik Jagran the flagship brand of Jagran Prakashan Ltd. is a class apart and has been
validated by WAN as the largest read daily in the world with a total readership of 55.7 mn.

• Dainik Jagran is the largest read daily in India for the 11th consecutive time in a row as
per the Indian Readership Survey (IRS R II (2008))

• The Total Readership GAP between Dainik Jagran& the No.2 Daily in India is of 2.19
crore Readers.

• Dainik Jagran is scripting the power of our mother tongue which is evident from the
following statistics. The total readership of Jagran is 55.7 million & the total readership of
all the English dailies put together is 45.6 million.

• Dainik Jagran is the largest read daily in Urban India.

• Dainik Jagran is the largest read daily in 1 Lac + India.

• Dainik Jagran is the largest read daily in India among Graduates & Above.

• Dainik Jagran is the largest read daily in India among SEC ABC.

• Dainik Jagran is the largest read daily in India among the Buss/Indus/Self-Employed
Professional & Petty Traders.

• Dainik Jagran is the largest read daily in India among Females.

• Dainik Jagran is the largest read daily in India among The Students in India.

21
• It is not just a brand or a superbrand but has a dual Superbrand Status, the only Hindi
Daily to have it.

SUPPLEMENTS:

Dainik Jagran’s strength lies in its bonding with the mass. It has never wavered from the
path of providing unbiased and complete information on any topic. It has added to its
regular main issue, weekly supplements that deal with current burning issues & satiates the
queries of its readers.

• Jhankaar

• Yatra

• Sangini

• Josh

• Nai Rahein

Jagran Universe

JPL has diversified in multitudinous fields in order to offer 360 degree media solutions in a
platter.

I Next, India’s first bilingual compact daily targeting the youth, with 9 editions and second
largest read daily after Dainik Jagran in respective editions.

Jagran Solutions specializes in providing versatile below the line solutions ensuring
interactive and experiential integrated marketing plans, with pan India network. It has won
14 prestigious awards in the last couple of years.

Jagran Engage, The out of home opportunity, with pan India presence and an Innovative
mix of OOH formats.

21
J9 is a value added service, working in the field of mobile home shopping,auctions and
other digital classified platforms, through out the country.

City Plus is a popular weekly English tabloid, having 11 editions and focusing on the
upper middle class strata and providing them with community news.

Sakhi, a premium women’s magazine targeting the mobile and outgoing modern women.

Jagran International, working towards marketing our products outside of India along with
our International associates, Independent News and Media. Plc.

Jagran Yatra, the exclusive travel and tourism wing, is the one stop port of call for travelers
across the globe through various print products.

Jagran Pehel, the social wing, working towards the betterment of the society and raising
awareness among the masses on various burning issues.

MMI our new online venture dealing with websites.

Radio Mantra is another step of JPL into the entertainment media through a radio channel.

SUBSIDIARIES:

21
Dainik Jagran has not restricted itself to newspapers alone but has diversified in
mutitudnous fields, as it forages ahead to evolve into a Media House.

The Jagran Group has other business interests also, namely a 3000 TCD Sugar Mill at
Saharanpur,

Jagmini Micro knits (P) Ltd. manufacturing knitwear socks as 100% EOU.

EDUCATION – A STEP TO SHAPE THE FUTURE GENERATIONS

They are also involved in educational activities at Kanpur as well as in Noida. The group is
running a C.B.S.E. School in Kanpur – Puranchand Vidya Niketan that is located in south
Kanpur. The school is a landmark in its area. The group has also setup a public school in
Noida “JPS”.

Jagran Institute of Communication and Management (JICM) seeks to empower students

with knowledge and skills required for managing an array of communication businesses
has also been set up by Dainik Jagran. Its mandate is to produce communication decision
makers who will occupy commanding positions in areas of communication policy, strategy
and action. More specifically, it would guide the young students in pursuit of

knowledge along with a sense of professional accomplishment in terms of employability in

the corporate world.

ENTERTAINMENT

The Jagran Group being financially strong ventured out into the glittery field of
Entertainment through its creation, Rave. RAVE in one word, could be defined as a
‘funplex’… a ‘one stop entertainment shop’ situated in Kanpur, Uttar Pradesh. Amidst the
hustle bustle of the city, this structure stands proud and distinct. So much with the crowd…
and so much within … a testimony to all that happens in the city. A triumph of design,
space and colour, spread across 1,10,000 sq. feet, Rave has no doubt given Kanpur an

21
identity of its own. It has been adjudged to be one of the best multiplexes in South-East
Asia by Theatre World. It houses 3 Dolby EX, surround Sound, digital Cinema Screens, 4
in-house catered restaurants of varying cuisines, a night club and 35000 sq feet shopping
complex comprising top international and national brands like Allen Solly, Nike, Reebok,
Home Store, Red Tape and popular eating joints like Dominos, Barista etc. To the list of its
accomplishments they have also added another multiplex named Rave – Moti.

E - PAPER

• Jagran now also has an e-paper, to facilitate the readers online if they so desire.

JAGRAN ONLINE

• The underlying objective will be to expand its presence across a range a media platforms
and evolve traditional media business, develop newer media businesses, and leverage
synergies for overall growth.

• As leaders, JPL’s biggest challenge in the future will be to preempt change, and ensure
that as a group we are present across every consumer touchpoint

As of October 2008, "Dainik Jagran" has 32 editions and the only daily to print over 200
sub-editions, each one customized in content to the needs of the readers in different
geographical areas.[citation needed]

Today, Dainik Jagran has 29 Printing Centers in 10 States, with over 200 sub-editions. [citation
needed]
It it is published from Uttar Pradesh, Uttarakhand, Bihar, Jharkhand, Punjab,
Haryana, Madhya Pradesh, Delhi, Jammu and Kashmir, Himachal Pradesh

21
 STRATEGIES OF DAINIK JAGRAN

FIXED TARGETS:
In Dainik Jagran ,all the targets has been fixed at the beginnig of financial
year . It has not changed due to market upgradation.

BRANDING:
Dainik jagran invest lot of money in publicity in the market to promote their
readership as comparsion to other paper it invest a lot.

STRONG HR POLICES;
Dainik Jagran had strong polices regrading salary or gaztteed leave to the
employees. In comparsion to other media companies daink jagran has own polices
regarding it.

LOAN FACILTY FOR EMPLOYEES:

In the case of need ,organization help their employees by giving loan .

INFRASTRUCTURE:
All the offices of dainik jagran is good as comparsion to other company
company especially in NCR area.

SPORTING EDITORIAL:
Editorial department of dainik jagran is so co-opertaive . It is helpful for
getting a bussiness in the market.

PUNJAB KESRAI

21
 Punjab Kesari group surging ahead with ideologically and
technologically sophisticated vision”

“Newspapers’ importance is incalculable and they have adequate

shelf life, no means for dissemination of information can provide
alternative; that’s why the newspapers are becoming of greater
relevance even in the era of electronic media. So, we should not take
electronic media and magazines as the threat to newspapers, but
should deem them as complementary to newspapers, owing to their contribution in
bringing up the curiosity in populace to know whatever is happening in their region, nation
and world over as well,” opined the triad of Punjab Kesari group (PKG), including Vijay
Kumar Chopra and his enterprising sons Avinash as well as Amit.

The Punjab Kesari group (PKG) - originated from the fertile soil of Jalandhar, the former
capital of Punjab (1947-1953), legendarily that of the kingdom of Lav (son of Lord Rama)
and literarily means ‘area inside the water’ that is tract laying between the two rivers Satluj
and Beas, located at a distance of 350 kms from New Delhi on Delhi-Amritsar highway –
is constantly illuminating the huge Hindi, Urdu and Punjabi speaking belt of northern India
with knowledge and awareness through their three bright moons, including Punjab Kesari,
Hind Samachar and Jag Bani. The group initiated their perpetual operation in 1948 with
the launch of the Urdu daily Hind Samachar, and later added Hindi daily Punjab Kesari in
1965 and Punjabi daily Jag Bani in 1978 to their spinning compass. Now, the three dailies
are well established with a combined circulation of around 9.75 lakh copies on weekdays
and 10.5 lakh copies on Sundays.

21
 Established precedent! Do you remember,
when in 1974, the government cut off power
to the PKG’s press, instead of cowering,
they rigged up a tractor to power the web
offset rotary press and issues rolled off
like this for ten days continuously.

Founded by Lala Jagat Narain and nourished by his elder son Romesh Chander (both were
assassinated in 1981 and 1984 respectively), the plant of PKG has become a mature
banyan tree. Succeeding these two icons, the leadership triad - Vijay, Avinash and Amit –
now altogether engage in bringing the group to a prominent platform in India’s newspaper
publishing industry. While Padma Shri Vijay Kumar Chopra (76) contributes the group
with his sublime ideas through authoring a regular editorial for the three newspapers
besides supervising the entire group performance, being editor-in-chief & chairman-
cummanaging director; his elder son Avinash Chopra (46) has been shouldering the
responsibilities of administration, distribution, and editorial department since 1983 and
Amit Chopra (45) is responsible for finance, moderanisation, expansion/ new projects as
well as advertising promotion, apart from editorial for supplements since 1984. “However,
the profuse cut-throat competition is pervading all over newspaper publishing industry and
every one involves in the race to grow at any cost. Households are getting direct benefits of
this situation, receiving newspaper for only Rs 180-199 per year. So, they have started to
get more than one newspaper. Inspite of this sort of scenario, PKG is constantly improving
their strength, without coming under influence of the competitors. They think that they
have no adverse impact of the competition yet. To name, Dainik Jagran, Dainik Bhaskar,
The Hindustan Times, The Tribune, Amar Ujjala, and Ajit Samachar are our competitors

21
in the covering region,” they stated. “Continuing the progress, PKG had advanced with a
growth rate of fifteen percent in the last three

years. Last year, both ad revenues and volumes went up; albeit this year, they remain
static. Advertisers are receiving better response from our publications. Owing to wide
gamut of their quality writers, They share content with many newspapers. The Saturday
issues of their newspapers are too good and ply that readership to which even magazine
can’tcater,”

“Presently, Hind Samachar is being printed from Jalandhar, Ambala and Jammu, with a
circulation of about thirty thousand copies. While Punjab Kesari, a flagship publication is
being printed from Jalandhar (since 1965), Ambala (1991), Palampur (2004), Ludhiana
(2004), Panipat (2006), Hisar (2006), Jammu (2007), and Mohali (2008); and planned to be
printed from Chandigarh and Shimla in 2009. This is the largest circulated newspaper of
the group, with a circulation of 6.4 lakh copies. Their third newspaper, Jag Bani, being
printed from Jalandhar and Ludhiana, with circulation of 3.1 lakh copies, is also getting
popularity enough. So, They have planned for its Chandigarh edition from 2009,” the triad
divulged.

At their all printing facilities, PKG has set up Cityline web presses from Manugraph India
Ltd or Roland presses from K K Printing Machines Mfg Co Pvt Ltd (Faridabad). Cityline
Express presses have been installed in Jalandhar, Ludhiana and Mohali; while Roland
presses are operational in Ambala, Palampur, Panipat, Hisar, and Jammu. All pull outs are
printed on heatset web presses, including Mitsubishi BT 280, Manroland’s Cromoman,
Manugraph’s Manuline–16, Komori S35 at their Jalandhar facility and sent
tootherlocations.

“PKG was the second customer in India for the popular Coroset offset press in 1984. As
many as 2,20,000 copies of Punjab Kesari were printed on its first Coroset press in a single

21
Saturday night! And when in late 2005, plans were being finalised to go all colour, once
again the first preference was Manugraph who met with the group’s requirements and six
Cityline Express presses capable of printing 24 pages in full colour were ordered. The first
press was installed in a record time of 35 days and in September 2006, Punjab Kesari came
up as the first full colour Hindi daily. In January 2007, Jag Bani, the largest Punjabi
newspaper became the first and till now the only Punjabi newspaper to go all

colour. These presses have helped Punjab Kesari and Jag Bani not only in going all colour
but also in achieving highest standard of quality for the discerning readership catered to.
Having gone all colour has boosted the colour advertisement revenues of the group since
the advertisers have greater flexibility of colour placement and with superior production
quality and an overall more appealing product. On the other hand, the circulation of the
newspapers has also been positively impacted by the quality upgradation,” . In the post
press segment, they have IDAB WAMAC International’s stacker, set up in 1990, besides
mailroom equipments from Technoweb and Grammler. “In prepress segment, majorly
They are still using CtF systems, as they look beneficial to us. The increasing trend
towards CtP systems in the industry has contracted the demand for CtF, resultantly prices
of films coming down. Taking the advantage of this pervading scenario, we had bought
two CtF systems in the recent past. However, They are also utilizing CtP systems and
recently They have installed two thermal platesetters from Screen in their Jalandhar
facility and have brought to a level of CtP ready at all locations.

STRATEGIES OF PUNJAB KESRAI

 Their business strategy ,adhered to approach , keeps us ever in profitable positevly.

 PUNJAB KESRAI based on ownest strategy.
 All the decision making power in the hands of owner.
 Due to changing era ,they appointed Bureau chief in their all offices & marketing
team also.

21
  Their business strategy is give targets to Marketing team as well as Editorial
department but other competitors has targets only for Marketing team.
 For Their targets they mainly based on poltical parties.

RESEARCH METHODLOGY

“ All progress for born of inquiry. Doubt is often better than over confidence for its leads
to inquiry and inquiry leads invention”

Research has its significance in solving various operational and planning problems of
business and industry. Operational research and market research along with motivational
research are considered crucial and their result exist in more that way in taking business
decision.
Market research is the investigation of the structure and development of market for
the purpose of formulating efficient polices for the purchasing, production sales Operation
research refers to application of mathematical, logical and analytical technique to the
solution of business problem for cost minimization or maximation for the profit which can
termed as optimization problems.
Motivational research of defining why people behave as they do is mainly
concerned with determination of motivations underlying their consumer behaviour.
As these are of great help to people in business and industry who are responsible
for taking business decision.
The present project, which attempts to estimate the strategies &product knowledge
of DAINIK BHASKAR
For a good research and for proper and authentic results research methodolog
Plays a crucial role.
Research Methodology is a way to systematically solve the research
problem, which is science of studying how research is done scientifically. Thus research

21
methodology encompasses the research methods or techniques research results are capable
at being evaluated either by researcher himself or by others.
The project also cover Descriptive research which includes surveys and fact
findings from various inquires.

RESEARCH DESIGN

A research design is an arrangement of condition for collection and analysis of data

in manner that aims to combine relevance to research purpose with economy in procedure.
In fact the research design is the conceptual structure with in which the research is
conducted. Research design is conducted. Research design is needed because it facilitates
the smooth sailing of various research operation. Thereby making research as efficient as
possible yielding maximal information with minimal expenditure of efforts, time money.
Research design, in fact has great bearing on reliability of the
results arrived at and as such constitutes the firm foundation of the entire evidence of
research work. In the other words we can say that research design is advance planning of
research .
A good research design should be flexible, appropriate, and
efficient and so on. It should try to minimize biases and maximize reliability of data
collected and analyzed is considered a good design.
The design must give the smallest experimental error and it
should yield maximum information.
The present study is an attempt of descriptive in nature, which
defines method to measure and find a method of measuring it along with clear cut
definition of readiness of population. Hence it is an endeavourer to obtain complete and
accurate information and it is a rigid specially paying attention on these points.
 Objective of the study
 Designing the methods of data collection.

21
  Selecting the sample
 Collection the data
 Processing the data
 Reporting the findings.

SCOPE OF THE STUDY

As my project on Strategies of DAINIK BHASKAR & its
product analysis in panipat I tried to find the following information from my study:

AREA OF STUDY:
Panipat
A survey is done from readers of Newspapers .

DATA COLLECTION:
The task of data collection begins after the research programs
has been defined and research design plan checked out. The
data collection is and important part of research. There are
various methods of data collection methods for my study,
keeping in view the following factors:

1. NATURE, SCOPE AND OBJECT OF IN QUIRTY:

I have taken care the nature of my project according to the
scope of my study. I have collected both primary and secondary.

2. AVAILABILTY OF FUND:
I have also taken care that data collection should not exceed
the overall budget of project.

3.TIME FACTOR:
The time factor also plays an important role because of limited
time period. I have adopted only questionnaires to collect the data.

Instead of above three factors I have also taken care of

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 • Reliability of data
• Suitability of data
• Adequacy of data

DATA COLLECTION
In the data collection method, different method are adopted for primary and secondary
data collection.

PRIMARY DATA COLLECTION

Primary data collection, which collected through observation or direct communication
with the respondent in one form or another. These are several methods for primary
data collection
• Observation Method
• Interview Method
• Through Schedule
• Through Questionnaire
• Through ABC REPORT
• Through IRS, NRS REPORT
• Through Distributor audits
• Consumer panels
• Through Projective Techniques
• Dept interviews
• Contents Analysis

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 But as the time was limited I used the questionnaire and schedule method of data
collection .

SECONDARY DATA
Secondary data is also collected by me various document of
the company from the internet.

DATA COLLECTION INSTRUMENTS:

The data collection instrument used in the study are following:

QUESTIONNARIE:
This method of data collection is quiet popular, particulary in
care of inquires. As we know questionnaire should be kept to be minimum questions
should proceed in logical sequence moving from easy to more difficult .Hence
questionnaire made by me is structured. Structured questionnaire is that in which these
are define concrete and predetermine question. The questions are presented with
exactly with same wording and in the same order to all respondents. Structured
questionnaire are simple to administer and relatively inexpensive to analyze. The
provision of alternatives replies at times helps to Understand the meaninig of question
clearly but such questionnaire have limitation too for instance, wide range of data and that
too in respondents own words can’t be obtained with structured questionnaire.
The sequence is the next important aspect in order to make the effective
questionnaire to ensure quality. A researcher should pay attention to the questions
sequence in preparing the questionnaire. A proper sequence of questions reduces
considerably the chances of individual being misunderstood The following type of
questions should be avoided.

Questions that put too much strain on the memory or intellectual of the respondent.

• Questions of a personal characters.

• Questions related to personal wealth

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Question sequence must be clear and smoothly moving, meaning there by that the relation
of one question to another question should be reading apparent to the respondent.

Question formulation and wording is also important aspect. The question must be clear
and working must be clear. Concerning the form of the question we can talk about two
principles forms:

• Multiple choice questions

• Open ended question

Multiple choice or close questions have been the advantages of easy handling, simple to
answer quick and relatively inexpensive to analyze. They are most amendable to a
statistical analysis some time the open question are difficult to analyze but as they provide
large information so close ended choice questions are chosen by me in my study.

SAMPLING
Sampling may be defined as the selection of some part of an aggregate or totality
on ther basic of which a judgement or inference about the aggregate and totality is made.
Sampling is used in practice for various reasons. All items in any fields of inquiry
constitute universe or population complete enumeration of all items in the population is
known as census inquiry. It can be presumed that such an inquiry. When all items are
covered, element of chance is left and highest accuracy is obtain. But in practice this may
be not true. Even the slightest element of bias such as inquiry will get larger and as the
numbers of observation increased more over there is no way of checking the element of
basis or it extent expect through survey or used sample check besides this type of inquiry
involves a great deal of time. Money and energy. Therefore when the field of inquiry is
large this method becomes difficult to adopt because of the resources involve. On the other
hand the sample survey has the following advantages:

SAMPLING CAN SAVE THE TIME AND MONEY

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 • A Sampling study is usually a less expensive than census study and
produces results at a relatively a faster period.
• Sampling may enable more accurate measurement for trained and
experienced investigator generally conducts a sample study.
• Sampling remains the only way when populations contains infinitely may member.
• Sampling remain the only choice when test involves the destruction of the item
under study.
• Sampling usually enables to estimate the sampling errors and thus assists in
obtaining information concerning same characterstics of population.

SAMPLING UNITS:

Every researcher has to take a decision regarding a sample unit before selecting
sample.Sampling unit may be geographical one such as district, state and village etc or
asocial unit such as family, club,school,etc or ot may be an individual.
In my study the sampling units are individual. Who are the users of the mobile
handsets.

SAMPLING SIZE:

Size of sampler refers to a numbers of items to be selected form the universe to constitute a
sample. This is a major problem before every researcher. The size of sample should
neither be excessively large, nor too small . It should be optimum. An optimum sample is
one , which fulfills the requirements of efficency representatives , relabilty and flexabilty.
While deciding the size of sample researcher must determine the desired precision as also
an expectable confidence liable for the estimate, the size of population variance need to be
consider as in case of large variance need to be consider as in case of large variance
usually a bigger sample is needed . The size of population must be kept in view for this
also limits the sample size. As such budgetary constraints must invariable to taken into
consideration when we decide the sample size looking at the above consideration I have
decided the sample size of unit users.

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SAMPLING PROCEDURE:

This refers to the procedure by which the respondents should be chosen. In order to obtain
a representative sample, a sample of the population was drawn non random sampling can
be of following types:

• Sampling Random Sample

• Stratified Random Sample

• Cluster(AREA) Sample

In this case, strafied random sampling was done

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21
 ANALYSIS

DAINIK BHASKAR
Now we will see DAINIK BHASKAR on various grounds as being ranked by their
customers. In the questionnaire customers were asked to rate DAINIK BHASKAR
on various parameters on the scale of 1 to 5 where 5 was maximum and 1 was minimum.
To make analysis easy we divided scale into three grades i.e.
• Good.
• Average
• Poor
Now we will see the results with the help of a Bar Diagram below:

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 120

100 CIRCULATION
QUALITY OF SERVICE
80 AMBIENCE
TRUST WORTHINESS
60
LOCATION
INFRASTRUCTURE
40

20

0
GOOD AVERAGE POOR

CIRCULATION:

Majority of the customers in the sample size are satisfied with circulation of
dainik bhaskar. Maximum of customers rated as good or average.

QUALITY OF SERVICE:

Even though majority of customers of the organization have rated DAINIK

BHASKAR either good or average in this parameter but worrying factor is that DAINIK
BHASKAR is not only company for giving service it has also compete with other
company services & Local paper competion.

AMBIENCE:

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 The BHASKAR GROUP has a dream to create niche for itself in the
international media scenario.” According to customer point of view DAINIK BHASKAR
growing day by day in very short span of time.

TRUSTIWORTHINESS:

Majority of customers of DAINIK BHASKAR have trust in the organization.This

is good point in the favour of DAINIK BHASKAR that majority if the customers have
trust in organization they are dealing with.

LOCATION:

With Many centres customers has average satisfied with location of the centres
specially Panipat & Karnal centre .But in NCR area location is good.

INFRASTRUCTURE:

Majority of the customers in sample size are average satisfied with infrastructure
of DAINIK BHASKAR .Maximum of the customers rated dainik bhaskar infrastructure
as good as average.

COMPETITORS RATINGS

Rating methodology for the competitors of the DAINIK BHASKAR is same as that
being used for DAINIK BHASKAR. The only difference is that the bar diagram for the
competitors rating is only showing the total number of people who have rated these Print

21
Media Companies as good on various parameters. This will tell exactly how many
customers of these Print media companies are fully satisfied with their respective
organizations.

REASONS FOR CHOOSING FOLLOWING PARAMETERS

• CIRCULATION
Circulation of an employee of a particular Print media companies plays an
important role in attracting customers towards it. Any person who is read the
paper has faith in paper material what they read that based on truth.

• TRUSTWORTINESS –
Trustworthiness is very important for an organization to maintain its client
base. Especially for an organization through which customers are investing their
money. If trust of people starts declining then people will be afraid to deal with
organization.

• SERVICE QUALITY –
Service quality also plays a major role. A customer who is paying charges
for the services being provided to him expects full value out of his money. If at any
given point of time customer feels that he is not getting the full value of money he is
paying for the service then he will be willing to change in the organization he is
presently dealing with in order to get full response from advt.

• LOCATION –

21
 Location of an organization plays an important role. Every person wants to
deal with an organization which is in a very good location and in their reach easily.

11. COMPETITORS BRIEF HISTORY

DAINIK JAGRAN:
ANALYSIS & FINDINGS

90
80
CIRCULATION
70
QUALITY OF SERVICE
60 AMBIENCE
50 TRUST WORTHINESS
40 LOCATION
INFRASTRUCTURE
30
20
10
0
GOOD AVERAGE POOR

CIRCULATION:
Majority of the customers in the sample size are satisfied with circulation of
dainik bhaskar. Maximum of customers rated as good or average But in comparision to
Dainik bhaskar all over products jagran takes second place.

QUALITY OF SERVICE:
Even though majority of customers of the organization have rated DAINIK
JAGRAN either good or average in this parameter .Its paper quality is as comparison to
other paper is good.

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AMBIENCE:
The JAGRAN GROUP has old paper as comparison to DAINIK
BHASKAR. It is going well by lot of Branding in the Market.

TRUSTIWORTHINESS:

Trustworthiness is very important for an organization to maintain its client base.

Especially for an organization through which effect the customers readness .

LOCATION:

With Many centres customers has good satisfied with location of the centres .But
in NCR area location is so good as Comparsion to Dainik bhaskar.

INFRASTRUCTURE:

Majority of the customers in sample size are good satisfied with infrastructure of
Dainik jagran .Maximum of the customers rated dainik jagran infrastructure as good as
average.

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 PUNJAB KESRAI

ANALYSIS & FINDINGS

80

70
CIRCULATION
60 QUALITY OF SERVICE

50 AMBIENCE
TRUST WORTHINESS
40
LOCATION
30 INFRASTRUCTURE

20

10

0
GOOD AVERAGE POOR

CIRCULATION:
Majority of the customers in the sample size are average satisfied with circulation
of Punjab kesrai . Maximum of customers rated as good or average But in comparision to
Other papers its circulation depend on political readers.

QUALITY OF SERVICE:
Even though majority of customers of the organization have rated Punjab kesrai
average in this parameter .It is very old paper as comparison to Dainik Bhaskar. It has
own position in the market.

21
AMBIENCE:
It has only one ambition to grow in the market as print media. It doesn’t
diversified his business in other centres.

TRUSTIWORTHINESS:

Trustworthiness is very important for an organization to maintain its client base.

Especially for an organization through which effect the customers readness . But it has
totally biased on politician.

LOCATION:

With Many centres customers has good satisfied with location of the centres .But
in Punjabarea location is so good as Comparsion to Other Paper.

INFRASTRUCTURE:

Majority of the customers in sample size are good satisfied with infrastructure of
Punjab kesrai.Maximum of the customers rated Punjab kesrai infrastructure as average.

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PARTICULARS DAINIK BHASKAR DAINIK PUNJAB
JAGRAN KESRAI

LOCATION PANIPAT PANIPAT AMBALA

NATIONAL STRONG STRONG STRONG

PRESENCE

POTIENTIAL HARYANA PLUS HARYANA PLUS HARYANA PLUS

CUSTOMERS

PROMOTIONAL SOCIAL BANNERS, OWN PAPER

EFFORTS EVENT,DHONI{ZIDD HOARDING
KARO ADD
CAMPANION)

KEEPING DOOR TO DOOR DOOR TO DOOR DOOR TO DOOR

TRACK OF SURVEY SURVEY SURVEY
EXISTING
CUSTOMERS

PROPER QUERY YES YES YES

21
SOLVING
SYSTEM

FEEDBACK YES YES YES

WORKING 10.00 AM TO 6.00PM 10.00 AM TO 10.00 AM TO

HOURS 6.00PM 6.00PM

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COMPARSION BETWEEN DAINIK BHASKAR WITH DAINIK JAGRAN AND
PUNJAB KESRAI ON BASES OF ABC REPORT

DAINIK BHASKAR PANIPAT

ABC FIGURE 2004-2008

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 TOTAL
Period DB % PK % DJ %
MKT. SIZE

Jan-Jun 04 146159 51 82442 29 58899

20 287500
Jul-Dec 04 158501 53 80759 27 62325
21 301585
Jan-Jun 05 135719 47 85610 30 66438
23 287767
Jul-Dec 05 146763 49 88666 30 63736
21 299165
Jan-Jun 06 133843 47 90845 32 58806
21 283494
Jul-Dec 06 133583 48 91493 33 55396 20 280472

Jan-Jun 07 125939 39 120333 37 79262 24 325534

Jul-Dec 07 125617 41 97587 32 85745 28 308949

Jan-Jun 08 124545 40 103163 33 84338 27 312046

Jul-Dec 08 131153 100 0 0 131153

COMPARSION BETWEEN DAINIK BHASKAR WITH DAINIK JAGRAN AND

PUNJAB KESRAI ON THE BASIS OF IRS AND NRS REPORT.

21
 Haryana DB DJ PK
HR Readership
1895 1101 1246
(U+R)

HR Readership (U+R)

PK
29% DB DB
45% DJ
PK
DJ
26%

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 ACCORDING TO READERSHIP OF MALE & FEMALE

Sex DB DJ PK
Male 1540 784 1025
Female 355 317 221

Sexwise Readership
2000
DB
1500
(in thousand)

PK
1000 DJ

500 DB DJ PK
0
DB DJ PK Male
Newspaper Female

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 ACCORDING TO AGE GROUP

Age Group DB DJ PK
12-14 years 152 113 55
15-19 years 359 162 183
20-29 years 655 343 423
30-39 years 319 189 250
40-49 years 211 162 189
50 years+ 200 132 146

Age Group wise Readership DB

DJ
PK
700

600

500
(in thousand)

400

300

200

100

0
12-14 years 15-19 years 20-29 years 30-39 years 40-49 years 50 years+

Age group

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 ACCORDING TO EDUCATION

Education DB DJ PK
Literate but no formal schooling 2 4 17
School-Upto 4th Standard 32 7 39
School-5th to 9th Standard 623 400 452
SSC/HSC 754 460 521
Some college (incl. Diploma) but not
graduate 147 71 68
Graduate-General 279 107 133
Graduate-Professional 17 4 3
Post-Graduate-General 40 48 11
Post-Graduate-Professional 1 0 1

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 E d u c atio n w ise R e ad e r sh ip
800

700

600

500
DB
(in th o u sa n d )

400 DJ
300
PK

200

100

0
L iterate b u t n o Sch o o l-U p to 4 th Sch o o l-5 th to 9 th SSC /H SC So m e co llege (in cl. G rad u ate-G en eral G rad u ate- P o s t-G rad u ate- P o st -G rad u at e-
fo rm al sch o o lin g Stan d ard Stan d ard D ip lo m a) b u t n o t P ro fess io n al G en eral P ro fes sio n al
grad u ate

MARKET SHARE OF DAINIK BHASKAR , DAINIK JAGRAN AND PUNJAB

KESRAI.

DAINIK BHASKAR PANIPAT

MARKET SHARE

News Paper Copies %

DB 132113 46
DJ 66890 23
PK 89908 31

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 TOTAL 288911 100

PK
31% DB DB
46%
DJ
PK
DJ
23%

SUGGESTIONS AND RECOMMENDATIONS

 The first thing that I would like to recommend that all reports of MIS,BILLING
REPORTS should be shown on interanet of Dainik bhaskar.

21
 One of the biggest problems faced by the organization is time taken for solving
company query, which at times obstructs the organization to stand at par with its
competitors.

 Organization should try to give more authority to regional offices for quick
operations.

 Training is provided to new employees and existing employees for theitr

efficiency and effectiveness.

 MIS must be made on user level .There must be different department for
MIS,BILLING and BACK OFFICE WORK.

LIMITATION OF STUDY

21
In every Research there are chances of errors and constraints. I have found following
limitation in my study.

1. Sample Size, which I have taken, is very small, on the basis of which efficient
decision can’t be taken.

2. Respondents were biased in their responses because they were more in favor of
the Brand, they were using.

3. Co-operation of Respondents: This has been a major problem. People were

reluctant to fill the Questionnaire or face the Interview.

4. Most of the people were at their work, so they didn’t have enough time to give all
replies.
5. Data collection through questionnaire being filled by the clients is a difficult job
as, time is valuable, and thus it gets difficult for the client to spare time for filling
them.

6. Collection of information from other organization for the comparative study is a

difficult job due to lack of connectivity and time during office hours.

21
 BIBLIOGRAPHY

Internet
 WWW.GOOGLE.COM

 WWW.BHASKARNET.COM
 WWW. JAGRAN.COM

1.BHASKAR GROUP
2.JAGRAN GROUP.
3.PUNJAB KESRAI

21
 QUESTIONNAIRE FOR MANAGERS

PART-1

1. NAME:
2. LOCATION
3. TOTAL CIRCULATION OF COMPANY.
4. TOTAL READERSHIP OF COMPANY:
5. WORKING TIMING OF COMPANY:
6. STAFF STRENGTH:
A. Number of managerial officers
B. Number of Non- managerial officers.
7. DOES THE ORGANIZATION HAS A STRONG NATIONAL PRESENCE.
8. POTENTIAL CUSTOMERS:
A.
B.
C.
D.

PART-2
1. DOES THE ORGANIZATION HAS FOLLOWING AND SERVICES.
 MADHURIMA

21
  YOUNG BHASKAR
 RASRANGA
 NAVRANGA
 BAL BHASKAR
 LAKSHYA

2. ACKNOWLEDGED STRENGTHS
A.
B.
C

3. ACKNOWLEDGED WEAKNESS
A.
B.
C.

PART -3

1. WHAT PROMTIONAL EFFORTS ARE BEING MADE TO ATTRACT

POTENTIAL CUSTOMERS
2. DO U TRACK OF EXISTING CUSTOMERS, IF YES HOW?
3. DO U HAVE PROPER SYSTEM OF RESOLVING CUSTOMERS
PROBLEMS.
4. DO U TAKE REGULAR FEEDBACK FROM CUSTOMERS.

21
QUESTIONNAIRE FOR CUSTOMERS

21
NAME:

LOCATION:

PHONE NO:

HAVE U SEEN DAINIK BHASKAR:

HAVE U READ THIS PAPER:

WHAT THINGS U LIKE IN THE PAPER:

WHAT THINGS U DON’T LIKE IN THE PAPER:

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