PRICE WAR IN GUJARAT NEWSPAPER INDUSTRY<br />
DAINIK BHASKAR GROUP<br /><ul><li>Named “CHALI TUMAHARI MARZI”
Launched in accordance with their expectations.
0.75 million households covered.
Door to Door survey was initiated.
Surveyed about 1.15 million households.
Conducted mass-media campaign to give publicity</li></li></ul><li>MAJOR STRATEGY<br />DivyaBhaskar launched in Ahmedabad.<...
SANDESH’S STRATEGIES<br />
GUJARAT SAMACHAR’S STRATEGIES<br />MARKETING TEAM STRENGTHENED <br />NEW DESIGN AND LAY-OUT<br />PLASTIC BUCKET FREE FOR M...
DIVYA BHASKAR’S STRENGTH<br /><ul><li>COLOURFUL PAPER.
PRINTING PRESS IN LOCAL AREAS.
28 PAPER NEWSPAPER WHICH PROVIDED MORE SPACE FOR ADVERTISEMENT.
GENERATED LOYAL READERS</li></li></ul><li>CHALLENGES FACED BY D.B<br />
of 14

Price war in gujarat newspaper industry

gujarat news paper industry.major players- Divya Bhaskar Gujarati Sandesh Gujarat Samachar
Published on: Mar 4, 2016
Published in: Education      Technology      Business      
Source: www.slideshare.net


Transcripts - Price war in gujarat newspaper industry

  • 1. PRICE WAR IN GUJARAT NEWSPAPER INDUSTRY<br />
  • 2.
  • 3. DAINIK BHASKAR GROUP<br /><ul><li>Named “CHALI TUMAHARI MARZI”
  • 4. Launched in accordance with their expectations.
  • 5. 0.75 million households covered.
  • 6. Door to Door survey was initiated.
  • 7. Surveyed about 1.15 million households.
  • 8. Conducted mass-media campaign to give publicity</li></li></ul><li>MAJOR STRATEGY<br />DivyaBhaskar launched in Ahmedabad.<br />Promotional price – Rs.1.50<br />Subscription for 1 year<br />No advance money<br />Huge untapped potential- studied the product and advertising before launch<br />Highest in the country for the circulation of 4,52,150<br />
  • 9. SANDESH’S STRATEGIES<br />
  • 10. GUJARAT SAMACHAR’S STRATEGIES<br />MARKETING TEAM STRENGTHENED <br />NEW DESIGN AND LAY-OUT<br />PLASTIC BUCKET FREE FOR MONTHLY SUBSCRIBERS<br />CUSTOMERS COULD REDEEM COUPONS TO GET GUARANTEED GIFT IN “MALA MAAL DHAMAKA”<br />CONDUCT BEAUTY EVENTS ASSOCIATED WITH AYUR-HERBALS & HINDUSTAN UNILEVER LTD.<br />
  • 11. DIVYA BHASKAR’S STRENGTH<br /><ul><li>COLOURFUL PAPER.
  • 12. PRINTING PRESS IN LOCAL AREAS.
  • 13. 28 PAPER NEWSPAPER WHICH PROVIDED MORE SPACE FOR ADVERTISEMENT.
  • 14. GENERATED LOYAL READERS</li></li></ul><li>CHALLENGES FACED BY D.B<br />
  • 15. PRICE STRATEGY EFFECTIVE OR NOT?<br /><ul><li> PRICE STRATEGY PLAYED A CRITICAL ROLE IN ITS SUCCESS IN GUJARAT.
  • 16. PRICE PENETRATION POLICY –RS 1.50 FOR NEXT ONE YEAR.
  • 17. RESULTED IN LAUNCHED WITH A CONFIRMED CIRCULATION OF 452150.</li></li></ul><li>CONTD……<br />ENTRY LEADS TO BEGINNING OF A PRICE WAR BETWEEN THE MAJOR COMPETITORS.<br />
  • 18. COMPETITORS RESPOND TO THE ENTRY STRATEGY OF DIVYA BHASKAR<br />REDUCTION IN PRICES<br />SANDESH REDUCED ITS PRICE TO RS 1.50 FROM RS 2.<br />2.SUPPLEMENTS AND COLOR PAGES-<br />SANDESH INCREASES ITS NUMBER OF SUPPLEMENTS AND TOTAL NUMBER OF COLOR PAGES.<br />
  • 19. CONTD….<br />3. HOUSEHOLD VISITS AND GIFTS.<br />4.STRENGTHING OF ITS MARKETING TEAM.<br />5.NEW DESIGN AND LAYOUTS<br />6.GIFTS WORTH SUBCRIBTION-PLASTICTIC BUCKETS.<br />7.”MALA MAAL DHAMKA “ COUPON SCHEME.<br />
  • 20. CONTD….<br />ASSOCIATION WITH COSMETIC BRANDS LIKE -AYUR HERBALS AND HINDUSTAN LEVER LTD.<br />
  • 21. THANK YOU<br />ANKITA SHARMA<br />KETAN WADHWA<br />