Successful Launch of the Gujarati Daily - Divya Bhaskar

Details

Case Code : CLSM005
Publication date : 2005
Subject : Services Marketing
Industry : Media and entertainment
Length : 03 Pages
Price : Rs. 100

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Key words:

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

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

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.

Issues:   » Importance of market research in services sector.   » New product launch strategies in print media.   » Customer centric design of service offerings.   » Census Vs sample surveys. Introduction Imagine a company overtaking the market leader, in terms of sales, on the very first day of its launch. Divya Bhaskar, a Gujarati daily newspaper from the Dainik Bhaskar (DB) group of publications, achieved just this distinction when it was launched in Ahmedabad on June 22, 2003.

The Dainik Bhaskar (DB) group is a Rs 17bn company with interests in textiles, solvent extraction, job printing, TV media, films, information technology, and family entertainment. Its flagship brand, the Dainik Bhaskar Hindi newspaper, is the largest circulated newspaper in the country with a circulation of 2.3 million copies. DB entered the non-Hindi market with the launch of its Gujarati daily, Divya Bhaskar...

Questions for Discussion:

1. Briefly describe how Dainik Bhaskar went about with the market research exercise, prior to the launch of its Gujarati daily newspaper Divya Bhaskar in Ahmedabad. How did the findings help Dainik Bhaskar become the number one newspaper right from the first day of its launch?

2. Why according to you, did DB go in for a near census instead of a sample survey? Discuss the pros and cons of using a census in a market research study.