Dainik Jagran – Western Uttar Pradesh Assault
Sinha, Piyush Kumar
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The case of Dainik Jagran is aimed at highlighting the strategies followed by a company that wishes to wrest the leadership from a well-known, established newspaper. It exemplifies the efforts that are required in such an exercise. The case describes the process of identifying the gaps in the market so as to reposition the current brand. The case is rich in information that would help in understanding the importance of integration of all the ingredients of marketing mix in order to achieve better results. The case describes the process of evaluating the competition through research and then arriving at a positioning platform for the chosen market. The case is also interesting because the main medium for promotion, i.e. the local newspaper, is the competitor and hence a communication strategy had to be developed without it. The importance of extending the campaign to communicate the results of the efforts to the readers as well as advertisers of the newspapers for an all round performance is also brought out. This case will be useful in discussing the issues of developing strategies for a challenger; the importance of research and the integration of the strategy and the marketing mix elements for effective implementation.
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