Dainik Bhaskar: Bihar Launch€¦ · A Dainik Bhaskar Group ... Bihar was a 3 player ‘Hindi ... or marketing of print publication features such as sections, journalists, news stories

A Dainik Bhaskar Group Initiative

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Dainik Bhaskar: Bihar Launch Campaign Duration: September 13, 2013 till January 19, 2014

“Best idea to grow subscription sales”

Presented by

INMA-2014


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Objective

• Dainik Bhaskar Group - ‘India’s largest newspaper group’ has

followed a strategy of launch and consolidation to expand its

coverage area. In this process, over the last 16 years, the group has

expanded its presence in 14 states, 67 editions and 4 languages

• A pioneer of aggressive launch formats in the Indian print industry;

Dainik Bhaskar aims 10-15% more copies than the erstwhile leader at

the time of the launch in a new market

Bihar was a 3 player ‘Hindi’ newspaper market with only 44%

penetration, highlighting the market potential for a right

product and of market expansion opportunities

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LAUNCH IN BIHAR

With HIGHEST NUMBER OF COPIES, No. 1 from Day 1.


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Concept: Twin-Contact Programme

Adapted for Bihar: ‘SPEAK UP BIHAR’

• Dainik Bhaskar adopted a ‘TWIN-CONTACT Programme as a Launch

strategy in 1996 with it’s entry in Jaipur market. This programme is

aimed at encouraging the readers in co-creating the product and

brings ownership to the readers. Since then; the process has been

suitably altered and adapted to successfully launch 66 editions

across 13 states

The existing newspaper players in Bihar provided the readers

a product which was not in tune with the reader needs.

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‘SPEAK UP BIHAR’ provoked the readers to redefine their

newspaper, demand for an enriched reader experience,

superlative editorial content and enable them to co-create the

newspaper as per reader requirement.


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Concept: Twin-Contact Programme

The twin contact ‘Door-to-Door’ survey and the resultant subscription

drive entails of:

• Phase 1- Understand the needs & expectations of the potential

readers in a census sized survey. This process is aimed at making

them co-owners in creation of the product. The objective being; to

create a prototype product based on research findings of the survey

• Phase 2- Present the product prototype based on the findings of the

survey & propose an annual subscription offer


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Twin-Contact Programme: Speak Up Bihar

• PHASE I

Door to Door on ground survey of 3,37,578 households was

conducted to understand the reader needs

The 650 surveyors conducting this census like activity- dressed in a

defined uniform with Logo Branding as walking billboards

• SUPPORT

An aggressive advertising campaign across Outdoor, Newspaper

Inserts, FM radio, Cinema, BTL ( posters, danglers, cable

advertisement) was launched to smoothen survey process and

create awareness

3,37,578 Households Contacted


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Twin-Contact Programme: Speak Up Bihar

• PHASE II

3,37,578 households surveyed in phase 1 were contacted with a

product prototype and an annual subscription offer

ENGAGING WITH READERS

Potential readers were engaged by stirring on social causes such

as - Distribution of Health booklets, Joy of Giving (appealing to help

under privileged) and many more

1,70,000 copies booked.

Launched as Number 1 from Day 1


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Twin-Contact Programme: Reach

Reflection of success of the Twin-Contact Programme:

Research parameter being:

How did you know about Dainik Bhaskar launch in Bihar?

52%

16%

24%

8%Direct Canvassing (TwinContact program)

Televisionadvertisement

Hoardings

Word of Mouth


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Addressing the research findings

• 91% of the surveyed readers said that their existing newspaper is

biased:

Dainik Bhaskar ensured readers a product which will be Patna’s 1st

independent/unbiased newspaper (Not dependent on

government advertising)

• Dissatisfaction amongst existing newspaper readers w.r.t. the cover

price:

Dainik Bhaskar launches with Reader friendly cover price of Rs 2.50

daily as opposed to competition pricing of Rs 5.00 daily. An

attractive subscription offer (With assured free gifts & a free

advertising coupon) along with the ease of EMI scheme as a

payment option was offered to the readers.


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Creative: Empathizing–Teaser

SPEAK UP BIHAR This dramatically ‘Sealed lips’ creative was aimed to encourage the

Newspaper readers of Bihar to ‘SPEAK UP’.


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Creative: Enticing–Teaser

SPEAK UP BIHAR Exercise your right of choice.


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Creative: Informing–Teaser

SPEAK UP BIHAR Dainik Bhaskar wants to know your opinion.


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Creative: Fair Price–Teaser

SPEAK UP BIHAR Why are newspaper in Patna costliest across the nation? Now only your

writ will run.


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Creative: Value For Money–Teaser

DAINIK BHASKAR ENCOURAGES READERS TO NOT GIVE IN TO

TYRANNY Questions competition: Price reduced. What about quality?


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Creative: Raising A Question–Teaser

SPEAK UP BIHAR Should thieves and murderers be a part of the Parliament?

Now only your writ will run.


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Creative: The Impact

COMPETITON EMPHATIZES WITH YOU AS WE HAVE ARRIVED?

This is the impact of the best newspaper of the nation.


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Creative: Launch

READ GOOD-THINK GOOD India’s best newspaper in Patna from January 19, 2014. Highest standards

of unbiased and courageous journalism.


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Creative: Festival Wishes–Teaser

SPEAK UP BIHAR May you continue to find happiness and may your good luck live long like

Sun our best wishes on CHHATH PUJA (A religious festival).


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Creative: Reader Engagement Initiatives

BMI Leaflets


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Creative: Reader Engagement Initiatives

‘Joy of Giving’ Leaflets


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Results

1. DAINIK BHASKAR BOOKED 1,70,000 COPIES under annual

subscription . Launched in Bihar (Patna) as Number 1 from

Day 1

2. Under the Twin contact programme, the brand connected with 3,37,578 Households ( 1,20,000 copies were booked till

25th December 2013)

3. Competition slashed newspaper prices by 50%

Dainik Bhaskar: Bihar Launch€¦ · A Dainik Bhaskar Group ... Bihar was a 3 player ‘Hindi ... or marketing of print publication features such as sections, journalists, news stories

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