INMA-2014

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

“Best idea to grow subscription sales”

Presented by Under A Dainik Bhaskar Group Initiative

Objective

• Dainik Bhaskar Group - ‘’s largest 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 ‘’ newspaper market with only 44% penetration, highlighting the market potential for a right product and of market expansion opportunities ______Under

A Dainik Bhaskar Group Initiative LAUNCH IN BIHAR With HIGHEST NUMBER OF COPIES, No. 1 from Day 1.

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 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. ______Under ‘SPEAK UP BIHAR’ provoked the readers to redefine their A Dainik Bhaskar Groupnewspaper, Initiative demand for an enriched reader experience, superlative editorial content and enable them to co-create the newspaper as per reader requirement.

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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A Dainik Bhaskar Group Initiative 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 Under

A Dainik Bhaskar Group Initiative 3,37,578 Households Contacted 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

Under 1,70,000 copies booked. A Dainik Bhaskar Group Initiative Launched as Number 1 from Day 1 Twin-Contact Programme: Reach

Reflection of success of the Twin-Contact Programme:

8% Direct Canvassing (Twin Contact program)

24% Television advertisement 52% Hoardings

Word of Mouth 16% Under

A Dainik Bhaskar Group Initiative

Research parameter being: How did you know about Dainik Bhaskar launch in Bihar? 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 ’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 freeUnder advertising coupon) along with the ease of EMI scheme as a A Dainik Bhaskarpayment Group Initiative option was offered to the readers.

Creative: Empathizing–Teaser

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A Dainik Bhaskar Group Initiative SPEAK UP BIHAR This dramatically ‘Sealed lips’ creative was aimed to encourage the Newspaper readers of Bihar to ‘SPEAK UP’. Creative: Enticing–Teaser

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A Dainik Bhaskar Group Initiative

SPEAK UP BIHAR Exercise your right of choice. Creative: Informing–Teaser

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A Dainik Bhaskar Group Initiative SPEAK UP BIHAR Dainik Bhaskar wants to know your opinion. Creative: Fair Price–Teaser

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A Dainik Bhaskar Group Initiative SPEAK UP BIHAR Why are newspaper in Patna costliest across the nation? Now only your writ will run. Creative: Value For Money–Teaser

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A Dainik Bhaskar Group Initiative DAINIK BHASKAR ENCOURAGES READERS TO NOT GIVE IN TO TYRANNY Questions competition: Price reduced. What about quality? Creative: Raising A Question–Teaser

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A Dainik Bhaskar Group Initiative SPEAK UP BIHAR Should thieves and murderers be a part of the Parliament? Now only your writ will run. Creative: The Impact

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A Dainik Bhaskar Group Initiative COMPETITON EMPHATIZES WITH YOU AS WE HAVE ARRIVED? This is the impact of the best newspaper of the nation. Creative: Launch

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A Dainik BhaskarREAD Group GOOD Initiative-THINK GOOD India’s best newspaper in Patna from January 19, 2014. Highest standards of unbiased and courageous journalism. Creative: Festival Wishes–Teaser

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A Dainik Bhaskar Group Initiative 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). Creative: Reader Engagement Initiatives

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A Dainik Bhaskar Group Initiative

BMI Leaflets Creative: Reader Engagement Initiatives

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A Dainik Bhaskar Group Initiative

‘Joy of Giving’ Leaflets 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%

Under

A Dainik Bhaskar Group Initiative