Abstract

Dainik Bhaskar, a leading business group in India, launched a Gujarati language newspaper - Divya Bhaskar, in Gujarat in 2003. The caselet examines the price promotion strategy adopted by Divya Bhaskar and the far reaching changes it sparked in the Gujarati newspaper industry.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Consumer survey and its relevance in pricing and promotion
• Price promotion strategies in the newspaper market
• and Competitive strategies in the newspaper industry

Keywords

Divya Bhaskar, Gujarat Samachar, Sandesh, Gujarati Newspaper, Bhaskar Group, Indian Newspapers, Newspaper market, Price promotion, Promotional strategies, Audit Bureau of Circulation and National Readership Survey