Caselet Code : CLCB039
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length :
 6 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLCB039) click on the link below, and select from the list:

» Consumer Behavior Caselets

» Marketing Case Studies **

» ICMR Case Collection

 
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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.

Issues:

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

 
Key words:

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.

Questions for Discussion:

1. Divya Bhaskar earned the distinction of being the first newspaper in India to reach the number one position in a city on its opening day. How far do you think the price promotion strategy adopted by the newspaper helped it to gain this unique position?

2. How did competitors respond to the entry strategy of Divya Bhaskar?