Divya Bhaskar

Abstract

Dainik Bhaskar group is one of the largest newspaper groups of the country. The case describes their strategy and its implementation for entering Gujarat with a Gujarati newspaper. The context of a duopolistic and largely saturated market had foiled attempts of several other newspapers. The case describes in detail the media scene and the profile of the market. Divya Bhaskar used an innovative entry strategy that included a research with a sample of 3,25,000 households. The launch was extremely successful. Divya Bhaskar became the second largest read newspaper on the day of its launch. While the readership has been maintained, about a year down, on evaluating their advertising revenue they find that they need to develop a strategy for enhancing their performance.