CONTENTS

 Introduction

 History

 Objectives

 Growth
INTRODUCTION
 Started in 1956 in Bhopal

 Published by D B Corp Ltd.

 Was started by Dwarka Prasad Agarwal

 Is a Hindi language newspaper

INTRODUCTION
 Political Affiliation : Liberal

 Most widely read newspaper in India

 Ranks 11th world-wide in circulation

 Sells 44.9 million copies daily

HISTORY
 Launched in 1956 as Subah Savere(Bhopal)

 Renamed as Bhaskar Samachar followed by the

name Dainik Bhaskar in 1958.

 By 1995 had displaced “Nai Duniya” as the largest

selling news paper in Madhya Pradesh

 Current National Editor - Shravan Garg.

OBJECTIVES
 To build a reputation outside Madhya Pradesh.

 To capture market share in Hindi speaking areas

of India

 First identified location was Jaipur, Rajasthan

JAIPUR LAUNCH STRATEGY
 “Rajasthan Patrika” : # 1 newspaper with a
circulation of 1,00,000 copies

 First phase –
 To collect market information and create awareness

 Second phase
 Order fulfillment process.
JAIPUR LAUNCH STRATEGY
 Phase I : Conduct Survey
 Understand the reader satisfaction with existing options
 Survey covered a population of 2,00,000 potential
customers
 Survey was conducted by in house team of 700
surveyors and not by a research firm
 The team was highly trained in grooming, body
language, customer engagement etc.
 Hawkers were bypassed because they might have been
prejudiced
JAIPUR LAUNCH STRATEGY
 Phase I : Create Awareness

 Handouts were distributed during surveys to create

awareness

 Awareness also created through teaser hoardings

JAIPUR LAUNCH STRATEGY
 Phase I : Survey Results
 Surveys revealed that
 95 % of readers were looking for a change
 78 % felt that the Rajasthan Patrika was biased
 Readers also wanted more city news to be covered

 Initial targets revised from 50,000 to 1,00,000 post

survey
JAIPUR LAUNCH STRATEGY
 Phase II : Order Booking
 Surveyors went back to the same households with a
prototype of the paper
 Advance subscription price was kept at Rs. 1.50 (for a 6
month subscription)
 Newsstand price was kept at Rs 2. The Patrika was selling
for Rs 2.25 then
 Paper launched in Dec 1996
 Printed and sold 1,72,000 copies on Day 1, becoming
the largest circulated newspaper in Rajasthan on Day 1
itself.
Mid – 2003 : Launch in Gujarat
AHMEDABAD LAUNCH STRATEGY
 Mid 2003, forayed into Gujarat

 3 months prior to the launch, the entire family shifted

to Ahmedabad

 Conducted a similar survey in Ahmedabad in Mar

2003

 Survey covered about 8 lakh house holds in city and

about 3.5 lakh house holds in Mehsana and Anand
AHMEDABAD LAUNCH STRATEGY
 Survey revealed that :
 90 % of the people wanted unbiased coverage
 Wanted the paper to be more colourful
 Strong dislike for front-page advertisements

 22nd June 2003, Divya Bhaskar (in Gujarati) was

launched with a circulation of 4,53,000 fully paid up
copies.
 Matched the figures of Gujarat Samachar, (one of
the dominant newspaper of Gujarat (then))
AHMEDABAD LAUNCH STRATEGY
 As per a survey conducted now Divya Bhaskar is
the largest selling newspaper with a readership of
12.11 lakh, followed by Gujarat Samachar with a
readership of 10.02 lakh readers
STRATEGIES THAT CAN BE ADOPTED
 Own Radio Station

 Own News Channel in Hindi

 Can Penetrate Into Untouched Areas – E.g Childrens

Weekly Journals.

 Can Cover Different Spectrums Of News In T.V

Channels.