Case Code : CLCB039
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 06 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
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.
* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.
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.
At the beginning of 2002, the Dainik Bhaskar Group (Dainik), a leading business house in the country with a strong presence in the print media industry, decided to launch a Gujarati newspaper Divya Bhaskar in Ahmedabad, the capital of Gujarat...
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?