Abstract

The caselet focuses on the successful launch of the Gujarati daily newspaper- Divya Bhaskar, by the Dainik Bhaskar (DB) group in Ahmedabad. The caselet illustrates the innovative market research study undertook by DB prior to the launch of the newspaper that involved surveying the potential customers on large scale. It also describes the design of the newspaper which was based on the inputs obtained from the survey and its promotion to the customers. Finally the caselet talks about the success of DB’s launch strategy which resulted in Divya Bhaskar becoming the market leader and overtaking the existing market leader Gujarat Samachar.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Importance of market research in services sector
• New product launch strategies in print media
• Customer centric design of service offerings
• and Census Vs sample surveys.

Keywords

Divya Bhaskar, Dainik Bhaskar, Gujarat Samachar, Sandesh, Market Research, Sample Size, Surveyors, Target Customers, Focus Group Study, Circulation, AC Nielsen - ORG MARG, Indian Readership Survey (IRS), National Readership Survey (NRS), Ahmedabad