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DAINIK BHASKAR. Abhishek Kumar – 9401 Prerna Dawda - 9404. A little introduction on Dainik Bhaskar. Dainik Bhaskar group - India’s largest newspaper group. Did you know?. How it all started. The great expansion outside Madhya Pradesh.

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DAINIK BHASKAR

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DAINIK BHASKAR

Abhishek Kumar – 9401

PrernaDawda - 9404


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  • A little introduction on Dainik Bhaskar.

  • Dainik Bhaskar group - India’s largest newspaper group.

  • Did you know?


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  • How it all started.

  • The great expansion outside Madhya Pradesh.

  • It’s foray into the states of Jaipur, Chandigarh, Haryana, Ahmedabad, etc.

  • Divya Bhaskar and DNA.


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Summary of the supplements to Dainik Bhaskar


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Phenomenal growth and success

  • ABC Certifies Circulation Growth Of Dainik Bhaskar.

  • Dainik Bhaskar Group has recorded phenomenal growth in circulation as per the latest audited report by Audit Bureau of Circulation.


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MILESTONES

  • 13th August 1958

    Dainik Bhaskar launches its first edition in Bhopal.

  • 1981

    Dainik Bhaskar Bhopal Edition became the Largest news paper of Bhopal City.

  • 1995

    Dainik Bhaskar emerged as the No.1 Newspaper in Madhya Pradesh and was declared the Fastest Growing Daily in India, by the Readership Survey.


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  • 6th April 1997: The Launch of the 2nd Edition in Rajasthan from Ajmer.

  • 3rd August 1997: 3rd Edition, launched from Jodhpur ( 2nd Largest City of Rajasthan) within 4 months of launching an edition from Ajmer

  • 16th October 1997: Launches Dainik Bhaskar's 4th edition of Rajasthan from Bikaner

  • 6th March 1999: Kota city, the educational hub of the country, was launched as 6th Edition of Dainik Bhaskar

  • 17th June 2001: Dainik Bhaskar Group further consolidated its position by launching Faridabad edition, in Haryana state.


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  • 28th March 2004: Dainik Bhaskar Group launched full fledged and independent Divya Bhaskar Surat edition, (2nd largest city of Gujarat) and became No 1 in Surat City out placing old established newspaper of the city.

  • 2004....: Dainik Bhaskar Group also launched its new Hindi Magazine, 'AHA! Zindagi', the first of its kind on lifestyle and positive thinking.

  • 2005: Inception of D B Corp Ltd., pursuant to the demerger of publishing business of Writers and Publishers Limited (WPL). AHA! Zindagi’ Magazine launched in Gujarati Language.


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  • 2007 Continued...: DB Corp Ltd. played an integral role as an exclusive partner to New7wonders and its efforts enabling The TAJ MAHAL its rightful place in the “7 Wonders of the World”.

  • Launch of DB Gold - the first compact newspaper in Gujarati from Surat.

  • Launch of DNA in Ahmedabad and Surat as a franchise by DB Corp Ltd.

  • 2008

  • Dainik Bhaskar completes 50 glorious years as a leading Hindi Publication.

  • Dainik Bhaskar was the first Publication in the country to sign a celebrity as a Brand Ambassador – Indian Cricket Team Captain M.S. Dhoni.

  • An integrated Brand Campaign titled "Zidd Karo, Duniya Badlo" was launched on a nationwide scale – led by M S Dhoni.


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SOCIAL INITIATIVES

  • Bhaskar Foundation

  • Sanskrit Valley School

  • Abhivyakti


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Printing Technology

  • Printing Technology : The KBA machine.

  • Shaper and crisper images due to metal back blankets.

  • Sharper and brighter text.

  • Very near to the original color visual reproduction.


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CIRCULATION

  • DainikBhaskaris the daily Newspaper that is most largely circulated in India.

  • It has a daily circulation of 2, 268, 04.

  • It is the 11th highest circulated Newspaper Globally.

  • Although originally published and circulated only, in Madhya Pradesh, the newspaper has expanded significantly outside the state.

  • By, 1995 – DainikBhaskar displaced ‘Naiduniya’ as the No.1 newspaper in Madha Pradesh


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Identification of Market

  • Jaipur

  • It was identified as the next big market. (1996)

  • It targeted to be the no. 2 Newspaper in Jaipur in terms of Circulation.

  • The first day , it maganed to reach a circulation figure of 50, 000 in Jaipur city.

  • The circulation reached 172, 347.

  • It became the number: 1 – most largely circulated newspaper daily in Jaipur.


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Chandigarh: (May, 2000)

  • The same strategy as Jaipur, was used to launch the newspaper in Chandigarh.

  • Earlier English newspapers outsould Hindi newspapers by six times in Chandigarh,

  • When DainikBhaskar entered Chandigarh, it became the market no.1 in circulation with 69, 000 copies.


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  • Haryana (June, 2000)

  • Relaunched in Haryana with a circulation of 69, 000 copies

  • Ahmedabad, Gujarat

  • It was launched in Ahmedabad as DivyaBhaskar and on June, 23, 2003 it became the number one most largely circulated newspaper in Ahmedabad, creating a world record. With 452, 000 copies.

  • It then entered Surat and Vadodara. By 2009, DivyaBhaskar became the largest circulated daily in Gujarat.


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1996 – Present

  • Madhya Pradesh

  • 1996: 350, 000

  • 2004: 3.5 million in six states

  • In 2006: It was launched in Amritsar and Jalandar with 178, 000.

  • The newspaper is circulated across Delhi, Madhya Pradesh, RajastanChattisgarh, Himachal Pradesh, Punjab, Haryana, Chandigarh, Uttar Pradesh, Maharashtra and Gujrat.

  • Today it has a daily circulation of 2, 268, 04


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DNA

  • In 2004

  • The company launched an English daily , DNA (Daily News Analysis) in Mumbai and it is the second largest circulated in the city.

  • Today it is published from Mumbai, Pune , Bangalore, Ahmedabad and Jaipur.


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DISTRIBUTION

  • Distribution is very important for circulation.

  • DainikBhaskar group have always come across as keen on their record of circulation.

  • They made heavy investment in state of art machinery and the newspaper is available in every nook and corner in the market cities.

  • Bus Stands, Hawkers distribute the newspaper in trains , Eating out joints, etc.

  • They always offer attractive invitation price.

  • They are never said to have known for running short of copies.

  • They went out of their way to keep their distributors happy.

  • They are very well channelled through their markets.


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ADVERTISING REVENUE

  • MAINLY LOCAL ADS

  • Since the newspaper is circulated in different markets of the country, City specific, regional advertisements appear in the news paper.

  • Offered competitive rates to advertisers.

  • Maintains good relations with the advertisers and its clients through social circuits, client parties, etc.

  • It is known for calling a client if they advertise in a rival newspaper and ask them for reasons and offer them better prices.

  • DainikBhaskar, being the largest circulated daily of India, holds a status of high esteem in the minds of advertisers.

  • But inspite of being the Number: 1 largest circulated newspaper daily, DainikBhaskar makes efforts to reach out to its advertisers.

  • Established a great rapport with Advertising agencies by organising annual gatherings and maintain client relations.

  • DainikBhaskar gave advertisers the royal treatment to be preferred over other newspapers.


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AREAS OF CATERING

  • In order to meet the different requirements and adapt to the colloquial tastes of each distinct market, DainikBhaskar is published in 31 editions and 90 sub -editions 2010

  • DainikBhaskar is targeted at local hindi speaking people.

  • Most of its circulation is in North India.

  • Enjoys an array of audience taste.

  • From Hard Core politics to regional news and culture – It covers all.

  • Example: Their surveys and research conducted in Chandigarh showed that people wanted a ‘Hinglish’ kind of language.

  • They used ‘BolChalKiBhasha’

  • It enjoys a mixed target audience, but most definitely Hindi speaking and Politically inclined Audience.


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AREAS OF CATERING

  • DIVYA BHASKAR

  • Caters to local Gujarati speaking people.

  • Targets an age group of 35 and above.

  • Covers politics, religion and culture, so specifically targeted at culturallyconscious and the middle class to the upper middle class sections of the society in Gujarat.

  • DNA (Daily News Analysis

  • Caters to English speaking readers.

  • Mainly targets readers in Mumbai, Jaipur, Bangalore, Pune, Ahmedabad, etc.

  • Mainly targeted to the cities and the urbanised lot of population.


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AWARDS

  • International News Media Marketing Association Awards

  • “Marketing Solutions for Advertising Clients”

  • Bronze award for Public Relations and Community Services

  • Abby’s Bronze Award at Goafest its unique Print innovationin Campaign India Magazine

  • Platinum award for Public Service Catagory at 39th Creativity

  • Unique Print Innovation in Campaign India Magazine where all ‘A’ letters were removed from the front page. (39th Creativity)

  • Silver award for Newsletter B2B Catagory , at 39th creativity

  • Gold Awards at the Global Youth Marketing Forum for Best Creative – TV “ZiddKaroDuniyaBadlo”


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AWARDS

  • DivyaBhaskar – Print India Newspaper Printer of 2009

  • DainikBhaskar;sRajastan entry is identified as Orrbit breaking innovation.

  • DivyaBhaskar won the “IRFA” Asia Pacific Award for Best in Print in quality and the consistency the newspaper has shown through a period of time.

  • DainikBhaskar got voted as the consumer super brand of 2009

  • Marico India award for the best innovation 2007 – 2008.

  • Gold award for Best Launch in Punbaj at the Asian Publishing Mangament Awards

  • IFRA Asia’s Annual Media Awards 2004 for best in information graphics. It won the Gold award.


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DainikBhaskar , A success story

  • Direct and Aggressive Marketing

  • Whenever it enters a new market it uses direct marketing to establish leadership from day one. From 1996, DainikBhaskar started establishing themselves as a customer centric organisation.

  • Publishing the newspaper is entirely based on Audience Taste and Requirements.

  • Bridging the gap between the Entrepreneur and the customer.

  • Difference in the perception could be very subtle but it can change the way the brand is perceived.

  • Effective Pricing Policy

  • Flexibility is the key

  • The group has always been well planned but also open for a last minute changed.

  • Example: In Ahmedabad, the group was about to come up with two supplements for DivyaBhaskar because it is a city of 5 million readers ....

  • In Chandigarh , the newspaper planned a feature beased city supplement. However people preffered a news based supplement.

  • When the newspaper began its circulation in Haryana, it was still being published from Chandigarh but people from Haryana resented.


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Key Reasons for the success of DainikBhaskar and why it is No. 1 today?

  • Marketing Aggression

  • Localisation of News

  • Use of Local and English Languages

  • Good channel of distribution

  • Favourable rapport with ad agencies and advertisers

  • Creative innovations such as events marketing


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  • Thank You …


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