By

Vaibhav Pandya
Jinal Soni
Chintan Tetgure
Prasad Rumde
Priyadarshini
Priti Shah
Santosh Pawar
1
• Introduction.
• Competitors/Market Share
• Process of Making news Papers.
• Cost Involved
• Revenues – Advertisement
• SWOT Analysis
• Road Ahead
• Conclusion
2
• Owned by Diligent Media Corporation.
• Joint venture between Dainik bhaskar and Zee
group.
• Launched in July 30, 2005
• First daily newspaper in India to introduce
an all colour page format
• As per IRS, DNA ranks 8th amongst the
top ten dailies in India

3
readership figures of DNA as per Indian Readership Survey(

Readership figures (In '000)

700
600
500
400
300 Readership figures
(In '000)
200
100
0
2006
2007
2008
Competitor
s:
Market share of
Competitors :

4.3 Mn 0.4 Mn
Copies Copies

0.1 Mn 1.4 Mn
Copies Copies
Readership Figures :
Competitive among the
brands :
 News Gathering

Process Advt.
Gathering

of making Page Making

news papers Page

Transmission

Plate Making

Printing

Packing

Delivery

Distribution
The cost of news papers can be broken down into
four major heads

• Production Cost
• Editorial Cost
• Circulation Cost
• Other Cost

10
Production
Cost
Editorial Cost
Circulation
Cost
Other Cost
Stereotyping Light, Water
Library
payroll

Supplies &
Correspondents
Miscellaneous
Salaries,
Department Expense Advertising cuts
Interest
& mat services
Supplies &
Miscellaneous
Photos & Art work
Solicitor's expense
Discounts
Correspondents Donations

Insurance, Circulation expense

Collection
Expense
Can the news paper be priced at Rs.15?
It’s huge change for news paper to be commercially priced, you
will need to have massive education campaign to change this
public perception
• The Consumer psyche in this sector has shaped such that , he does not
want to pay more than Rs.3

• Hence the newspaper business has chosen to focus attention on

advertiser’s money instead of subscription revenue.

• For print, Advertising medium is very attractive & will grow as an

industry.

• Its better to focus attention on getting more advertiser’s revenue rather

than to go after subscription revenues.
Advertisement – A major share of revenue
• In the last four years DNA has been part of every major
campaign that has happened in Mumbai.

• There are about 660 advertisers, Out of which 450 advertise

with DNA.

• DNA claims to have advertising revenue of around 135 Crs.

• And Mumbai contributes around 12% of total Advertising

revenue.
 Sales Strategies:
Success of the DNA newspaper depended on following 4 P’s:

•Product (masthead/title, layout, content, font used, newsprint),

•Price (the cover price, commission to hawkers)

•Promotion

•Distribution ( in the right PLACE).

SWOT ANALYSIS
 Strength
• Fastest growing English daily in Mumbai and established as the no.
2 daily in Mumbai
• High brand equity among readers(as per AC Nielsen Brank track)
• Established firmly as the brand of the young intelligent reader
 Weakness
• Smaller footprint than the market leader - has presence in Mumbai with
recent incursions to Ahmedabad, Surat and Pune
• Newspaper readership is a habit and hence conversions are slow
 Opportunity
• Rapid expansion possible through Bhaskar network. Can give more value
• to advertisers.
• Sharing Bhaskar's infrastructure can bring down the costs
• Only brand of English newspaper which has the potential (shown by trends
• in the last 3 years) to become No 1 brand
 Threat
• Monopolistic strategies by competition can extend time to break even
• New players expected to join the market
Road Ahead
General Cost Reduction Methods:-
• Reduce inventory
• Reduce purchase costs
• Reduce Obsolescence
• Reduce Overtime
• Reduce Transportation Costs
• Improve Customer Service
• Improve productivity
• Improve accountability
• Improve Management information
Conclusion
Times of India still wins hands down on city coverage. The
breadth of coverage of Times City is nowhere to be seen in DNA.
Even HT's city coverage trails Times City. I could pardon all
other faults of DNA -- poor English, unexciting design, average
newsprint, spelling errors -- if its city coverage was top class. A
paper made especially for Mumbai should be the ultimate in
Mumbai coverage, miles ahead of Times, Mid-Day, HT,
Afternoon and Express. As both DNA and Hindustan Times have
received solid figures, we may soon expect new innovations and
market strategies from these papers in the Mumbai market.
THANK
YOU