Dainik Bhaskar Jaipur

Abstract

This case of the launch of the daily Dainik Bhaskar in Jaipur is aimed at bringing out the realities of the market place in the newspaper industry. It exemplifies the fact that there is nothing called a monopoly market or even a saturated market. It requires vision, courage and most important of all, an understanding of the market. The case details the process adopted for collecting and analyzing information on the total potential in the Hindi Belt and then choosing Jaipur as its target market, as well as addressing the issue of identifying opportunities for growth. It also indicates the immense value of detailing that a marketer needs to go into when faced with a long established competitor in a “habit” based product. The hallmark of the case is the innovative use of research for not only understanding the readers but actually “locking them in” for a long enough period to keep competition at bay. For the first time in India, a newspaper was launched with a confirmed circulation. The importance of following up a launch has also been brought out. The case is useful in discussing the development of marketing strategies and attacking with a complete activity system for a historical achievement. The case can be used in marketing classes for bringing out the issues of growth, competition, product design, research and market identification.