Caselet Code : CLSM005
Publication date : 2005
Subject : Services Marketing
Industry : Media and entertainment
Length :
 03 Pages
Price :  Rs. 100 (Detailed Pricing Info)

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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.


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.

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.