Divyabhaskar

Enrolment no : 137690592116
A
SUMMER INTERNSHIP PROJECT REPORT
ON
“MARKET ANALYSIS, REGIONAL BRANDING &
PRE-LAUNCHING PROMOTIONAL ACTIVITY
AT
Dainik Bhasakar Group
Ahmedabad
PREPARED BY
HARDIK J. SORATHIYA
ACADEMIC YEAR: - 2013-2014
COLLEGE
SHRIE JAIRAMBHAI PATEL INSTITUTE OF BUSINESS MANAGEMENT &
COMPUTER APPLICATIONS (NICM)
GHANDHINAGAR
SUBMITTED TO:
GUJRAT TECHNOLOGICAL UNIVERSITY
UNDER THE GUIDANCE OF
PROF. URVI AMIN (SJPI)
Page 1

DECELARATION
I Mr.Hardik J. Sorathiya student of MBA, hereby declare that my project
work, presented in this report is my original work & has been carried out
under the supervision of Prof. Urvi Amin of Shri Jairambhai Patel Institute
Of Business Management & Computer Applications (NICM) Gandhinagar,
Affiliated to Gujarat Technological University.
This work has not submitted to any other university for any examination.
Date: -
Place: -Gandhinagar Hardik J. Sorathiya
Page 2

ACKNOWLEDGEMENT
It gives us immense pleasure to present this report
on the project assignment titled “MARKET ANALYSIS, REGIONAL BRANDING &
PRE-LAUNCHING PROMOTIONAL ACTIVITY in AHMEDABAD”. We feel very
fortunate to have the support of number of key individuals during our
project work. We would like to express our gratitude to those who have
contributed so much by helping us throughout the completion of our
project. At this juncture, we would like to express our sincere thanks and
gratitude to Mr. Pavan Gupta (Marketing Manager), Mr. Manish
Sharma (Asst. Marketing Manager) at Divya Bhasakar, Ahmedabad,
without whose kind co-operation and support it would not have been
possible for us to do the project work with such a prestigious organization
like Divya Bhasakar.
Especially, I would like to Thank DR.S.O.JUNARE, the director of college
for his guidance and PROF.URVI AMIN, my mentor who guided me in my
work
At last we would like to thank the ultimate, omnipresent God and our
parents good wishes of whom became our strength and support.
Thanking you.
Date: - Yours Faithfully,
Place: -Gandhinagar Hardik Sorathiya
Page 5

PREFACE
“Knowledge is the ocean that cannot be fathomed the deeper
you go, the more you see its unbounded profundity”
Change in occurring at an accelerated rate. Today is not like
yesterday and tomorrow will not like be today’s market is how to succeed
in the dynamic environment that surrounds the corporate world. MBA one
of those professional courses which help students to keep pace the
changing trends in business and its surrounding environment.
The subject ‘Practical Studies’ particularly helps students to know
the actual corporate world, the anxieties and stress associated with the job
which cannot be understood sitting in a classroom.
As students of MBA we are required to do a survey in any unit of
national or international repute, so as to gain practical knowledge about
sthe prevailing market conditions, for this purpose, I have chosen “Dainik
Bhasakar” as news paper business today is rapidly increasing and is one
of the most competitive businesses. I was fortunate to get an opportunity
to work with such a professional unit.
Page 6

EXECUTIVE SUMMARY
My stay at Dainik Bhasakar limited for these two months has been a
highly learning experience for me. I see dual advantage that I was able to
derive from my training. Since it was not only a “Project focussed training”
where a trainee is assigned a particular task and his work gets limited only
to requirements of the assigned project per se.
This report covers a brief understanding of Dainik Bhasakar limited; it’s
News Paper division at Ahmedabad
The project assigned to me was an exploratory study of the Ahmedabad &
Gandhinagar for Dainik Bhasakar –DNA News Paper.
To fulfill the task an initial study of this market was made in terms of the
nature of the local News Paper market and its requirement. Secondary
data for this purpose was collected from the areas of the above said cities.
This included well structured survey of reders of different areas with
properly structured questionnaire with a view to know following:
1. Brand position of Dainik Bhasakar
2. Increase market Revenue of Dainik Bhasakar
3. To find out the reader’s perception in these cities.
4. To find out the features that customers looks while buying
5. To find out the sources of information that customers receive.
The survey was conducted in the following areas of both cities:
Gandhinagar:
Sector-
1,2,3,4,5,6,7,8,9,10,11,12,13,14,15,16,,17,18,19,20,21,22,23,24,25,26,27,28,
29,30,
Pethapur,Kalol,Kudasan,Vavol,Sargasan.
Ahmedabad:
Dhalgarwad, Ratanpole, Relief Road, Maninagar, Jivrajpark, Vasana,
Narayannagar, Vastrapur, Gatlodia and paladi.
Page 7

INDEX
CHAPTER
NO.
CONTENT NAME PG NO.
1 Introduction of topic & Scope 7
2 Industry profile 10
3 Company profile & History 12
4
Literature Review
42
5 Research Methodology 45
6
Marketing Research
51
5 Analysis & Interpretation 58
6 Findings 75
7 Recommendations 77
8
Swot Analysis
79
9
Suggestion
80
8 Conclusion 81
Page 8

Introduction Of Topic
Divya Bhasakar Start a English News Paper -DNA & project was undertaken with
the following objectives ,
• To study the overall working of all the departments of D. B. Corp. Ltd.
• To study the marketing strategy used before the launch to penetrate in
the potential Ahmedabad market.
• To Analyses the consumer behavior and factors affecting it.
• To study the different print media group available in the market.
• To find new customer segments in which presence can be made.
• To locate inconsistency in its marketing strategy if any.
• To find and suggest methods to remove the observed inconsistency.
• To study the sales promotional activities of the company and find out its
effectiveness on current market.
• To enable the company to quickly identify, contact, attract, and attain
new customer.
• To Study circulation dept. work process and management of the
distribution channel of Dainik Bhaskar group.
Page
10

Scope
Survey before Launching & Promotion is very much important
factor for any product or services, this study will help to understand the
effectiveness of current market research and promotional activities on
company’s sales, and more over it should help to form new promotional
strategies of the company. As researcher had tried to see the impact of
current promotion on the market, it will help to understand the
company that, “where they stand in the market with their competitors”.
The study will also help to know the opinion and expectation of the
distributors as well as agencies from the company as far as sales
promotion support is concern.
The study will be useful to the organizations in the context of
understanding the awareness of DNA in the market and it will also
useful to the organization in relation to the possible modification in
present market systems. The study will be also useful to the other
experts and the student researcher to study in the same area of
interest. The study will be remaining as a guideline for organization for
their further activities.
Page
11

Industry Profile-The Mass Media Communication
Indusrty
The Mass Media is considered as a way of media technology that is
mean to reach to a large audience by mass communication .thare are
different type of technology which this communication take the
place.these different technologies are:
1. Broadcast media are like radio,recorded music,film and television
through which information is transmitted electronically.
2. Print media-these are to transfer information in physically forms
such as a newspaper, book ,templets,and comics.
3. Outdoor media consists of billboards,signs or placards placed inside
and outside of commercial buildings,sports stadium,shopes and
busses.
4. There are other different outdoor media forms like flying
billboards,blimps and sky writing.
History of Newspaper In India
In 1976, a british editor,William boalts,offered the first ever
paper to his fellow countrymen in culcutta and helped them
established a printing press.he was against the east india
company government,so after two year of establishing his press
he was sent back England by the company.he published a book of
500 pages which carried details of corruptionin east india
company and hardships faced by Indian people.
Page
13

Company Profile
BACKGROUND:
3358 cr. media house with 10,000- manpower strength & 160 offices all
over India has daily newspapers 2 stand-alone weeklies & 1 magazine in 10
states of the country. Bhaskar is the largest read newspaper group in India
with 2.97 cr. readers. 28% potential of India with Bhaskar markets. The
company board consists of Mr. Ramesh Chandra Agarwal (Chairman),
Mr.Sudhir Agarwal (Managing Director) and Mr. Girish Agarwal & Mr. Pawan
Agarwal (Directors).
Daily newspapers (broadsheets) - Dainik Bhaskar, Divya Bhaskar,
Saurashtra Samachar, Prabhat Kiran, DNA & DNA Money.
Weeklies (tabloid) - Divya Bhaskar- New York & Indore editions.
Magazine (Monthly) – Aha!Zindagi – Hindi & Gujrati & Lakshya
(New Magazine), ME.
Magazine (Bi-monthly) – Young Bhaskar, Bal Bhaskar.
Magazine (Weekly) – SHE
The group uses latest ERP solution software application product (SAP) to
integrate all departments in every editions of newspaper.
Page
16

Principles of Bhaskar group
1) Their actions and thoughts are based on the following principles:
• Entrepreneurship
• Ambition
• Innovation
• Professionalism
2) They are totally professional and committed to a goal. There might be
different ideas among them, but they respect these diverse ideas.
3) Their every effort will be focused on progress and entrepreneurship.
4) They give utmost importance to creativity and innovation. They should
always endeavor to do anything better than before, it should be special,
should be effective and should be done with total commitment.
5) They believe in winning and teamwork. They believe in delivering and
always respect those who are capable of implementing every idea.
Page
17

6) They as an organization are totally committed to employees.
7) They should provide their consumers, what they need or which they
require.
8) They would play a positive role in the society, no matter in what
medium they would be in.
Publication centers of Dainik Bhaskar publications
Total publication centers
Hindi : 32
Gujarati : 9
Total states covered : 10
Total readership : 2.67 crore (source NRS 2006)
Total no. of employees : 10000 +
Turnover of the group : over 2200 crore
Page
18

BODY MEMBER
FOUNDER
Late Mr. Dwarka Prasad Agarwal
CHAIRMAN
Mr. Ramesh Chandra Agarwal
MANAGING DIRECTOR
Mr. Sudhir Agarwal
DIRECTORS
Mr. Girish Agarwal & Mr. Pawan Agarwal
Page
19

Diversification of Bhaskar group
• Textile
• Oil Extraction and Refining
• FMCG
• Cable TV
• Family Entertainment
• Art and Culture
• Event promotion and Retail marketing
• Education
• FM Radio
• Multi Media Desk
• Real Estate
• Shopping Mall
Page
20

• TEXTILE:
IN 1996, Bhaskar had diversified into textile and set up spinning unit at
Mandideep, near Bhopal, Dist. Raisen, MP in the name & style of M/s.
Bhaskar Industries Ltd. The business has since grown into an integrated
source with spinning, weaving and processing facilities that compare with
the best in the world. The plant was awarded the ISO 9002 certificate for
total quality control in 2002 and Bhaskar Industries is now a significant
player in India’s textile sector.
• OIL EXTRACTION AND REFINNING:
Bhaskar exxols Ltd., Sharda Solvents Ltd.
Solvent extraction and oil processing activity commenced with Soya
processing. It now includes edible oil refining and processing of vanaspati
ghee as well. Distributed locally Bhaskar oil is now a significant local brand.
• FMCG: Bhaskar Venkatesh:
Engaged in the marketing of salt.
• CABLE TV: Bhaskar Multinet Ltd.:
In Manipur, Indore, Mhow, Mandsaur, Jabalpur, Ajmer & Bhopal cities with
7 mass interest channels. Covers total universe of 12 lakh households
(population 50 lakh) and a C&S household population of over 5 lakh. The
group is having its own well equipped studio with all modernized
equipments. This is the First network in India using digital network.
• FAMILY ENTERTAINMENT :Sun City:
The family entertainment center set up by Bhaskar group at Gwalior
situated in the heart of the city, the 15 acre complex is the only recreation
center in the town. Sun City brightens visitors experience with a blaze of
cheery leisure options including food courts, a shopping mall, virtual and
live shows, celebrity shows, adventure rides, boating and 3D cinema.
• ART& CULTURE: Abhivyakti
Abhivyakti is the cultural arm and nonprofit center sponsored by the
Bhaskar group. It provides aspiring artists of all age groups with instruction
and facilities to develop and project their talent. Abhivyakti functions like
an event management organization focused on establishing a platform for
artists to learn and perform.
Page
21

• EDUCATION: The Sanskar valley school, Bhopal:
Bhaskar group has a mission of presenting Bhopal has a quintessential
center of education. This zeal and passion conceptualized into founding of
“The Sanskar valley school” a co-educational, day boarding cum residential,
KG to class XII School. The school is spread over a picturesque area of 37
acres. The school is affiliated to the ICSE board. Bhaskar group is making
The Sanskar valley school the destination of choice for all those who care
about education.
• FM RADIO: 94.3 FM:
One of the most exciting and the fastest growing brand in FM radio space is
94.3. MY FM is the FM radio station network of Synergy Media
Entertainment Ltd, SMEL- a wholly owned company of The Bhaskar group.
• MULTIMEDIA DESK: I Media Corp. Ltd. (IMCL):
IMCL has acquired a short code 54567 to conduct various activities
mentioned as under:
 Make Newspaper interactive
 Public demand in interactive ADVT.
 Latest score
 Subscription services
 Snap pools
 Sharoscope
 Locality sale
 Weekend planning
 Contests
• REAL ESTATE: Aditya Avenue, Bhopal:
Sunrise of a new lifestyle
 Independent villas
 Well designed campus with beautiful landscape
 100% power backup
 Broadband internet connectivity in each villa
 27000 sq ft central park
 Jogging track
 Superstore
 7.5 m paved internal road
Page
22

THE BHASKAR MALL:
The first mall of the city spread over 5.9 acres of land with a GLA of approx
800000 sq. ft. having a huge parking space.
Highlights:
• One hypermarket on single level.
• Three department stores.
• Nine superstores and 90 vanilla stores.
• 11F&B outlets + 50400 sq. ft. food court.
• Five screen, 1300 seat multiplex.
• 20,250 sq. ft indoor family entertainment center.
Page
23

Dainik Bhaskar
Dainik Bhaskar is an Indian Hindi-language daily newspaper published
by D B Corp Ltd.. It was started in year 1958 from Bhopal, the capital
city of Madhya Pradesh. Its current national editor is Shravan Garg.
Dainik Bhaskar was first published in Bhopal and Gwalior of the central province.
The newspaper was launched in year 1956 to fulfill the need for a Hindi language
daily, by the name Subah Savere in Bhopal and Good Morning India in Gwalior in
year 1957, it was renamed as Bhaskar Samachar In 1958, it was renamed as Dainik
Bhaskar which is now 1st in India and 11th worldwide for the largest circulation of a
daily newspaper.
Expansion outside Madhya Pradesh
By 1995, Dainik Bhaskar had displaced Naiduniya as the No. 1 newspaper in
Madhya Pradesh (MP). The newspaper decided to expand outside MP, and
identified Jaipur, the capital city of Rajasthan, as the market with the highest
potential.
Dainik Bhaskar's target was to enter Jaipur as No. 2 newspaper (in terms of
circulation) on Day 1, with 50,000 copies. To achieve this target, it did a survey of
200,000 potential newspaper buying households in Jaipur. Instead of outsourcing
the task of surveying households, it set up an in-house team of 700 surveyors. The
team
Page
24

was highly trained in customer engagement, and was trained by experts in body
language, grooming, posture, approach methods, social norms and rules etc. Based
on survey feedback, they went back to each of the households surveyed, to show
them a prototype of the newspaper and gave them the option to sign for an
advance subscription. The customers were offered a subscription price of Rs. 1.50
(as against the newsstand price of Rs. 2) and a refund in case of dissatisfaction.
When Dainik Bhaskar's first launch outside MP happened in Jaipur on 19 December
1996, it entered the market as No. 1 newspaper with 172,347 copies. Rajasthan
Patrika, the former No. 1, had a circulation of just 100,000 copies at that time.[2]
The newspaper's next target was Chandigarh. It launched a customer survey in
January 2000, covering 220,000 households. At that time, the English language
newspapers in Chandigarh outsold the Hindi newspapers by six times, with The
Tribune as the leader (50,000 copies). Dainik Bhaskar's survey found that people in
Chandigarh preferred English newspapers because of better quality. As a result, the
newspaper concentrated on design, and incorporated the local Chandigarh dialect
in the design, mixing Hindi and English. Dainik Bhaskar's second launch outside MP
happened in Chandigarh in May 2000: it entered the market as No. 1 with 69,000
copies.[2]
In June 2000, Dainik Bhaskar entered Haryana, again as No. 1 on first day, with
271,000 copies.[2]
For its fourth launch outside MP, Dainik Bhaskar identified Ahmedabad, Gujarat
as the city with highest potential. It surveyed 12,00,000 households, with a team of
1050 surveyors, 64 supervisors, 16 zonal managers and 4 divisional managers. The
surveyors were gathered largely through posters at colleges and word-of-mouth
publicity, instead of expensive print and TV advertisements. Nearly 40-50% of the
surveyors were later absorbed in Dainik Bhaskar or Divya Bhaskar, while the rest
were given a certificate of appreciation. The team was trained to reach out to 8 lakh
households in Ahmedabad and 4 lakh households in adjoining districts, in a time
span of 40 days. The newspaper was launched in Ahmedabad on 23 June 2003,
under the name Divya Bhaskar, as No. 1 with 452,000 copies (a world record).
Within 15 months, it entered two more cities of Gujarat: Surat and Vadodara. To
counter the Bhaskar's group's threat, the leading Gujarati newspapers came up with
color pages, price reductions and several high-value customer offers. However, by
2009, Divya Bhaskar became the largest circulated Gujarati daily with 11.5 copies.[2]
Dainik Bhaskar's pre-launch door-to-door twin-contact launch programme has been
recognised as an Orbit shifting innovation. It has won Business Process Innovation
award by Marico Foundation, and is a case study in several B-schools including IIM
Ahmedabad and SPJIMR.
Page
25

In 1996, Dainik Bhaskar had a circulation of 350,000 copies in Madhya Pradesh
(MP). By 2004, this figure rose by more than 1000% to become 3.5 million in six
states (including 2.5 million in Hindi and 1.2 million copies of Divya Bhaskar in
Gujarati).[2]
In 2006, it was launched at Amritsar and Jalandhar simultaneously, with 178,000
copies.[3]
- Delhi, Madhya Pradesh, Rajasthan, Chattisgarh, Himachal
Pradesh, Punjab, Haryana, Chandigarh, Uttar Pradesh, Maharashtra and
Gujarat.[4]
Divya Bhaskar is the largest circulated daily of Gujarat as per ABC (Audit Bureau of
Circulation), and has the maximum number of editions by any newspaper in Gujarat.
It is published from Ahmedabad, Baroda, Surat, Rajkot,Jamnagar,Bhuj, Mehsana,
Bhavnagar (Saurashtra Samachar).
The company launched English newspaper DNA in Mumbai in 2004 in
partnership with the Zee Group. DNA is today published from Mumbai,
Bangalore, Pune, Ahmedabad and Jaipur. DNA is the second largest
broadsheet newspaper of Mumbai, as per Indian Readership survey
( IRS R2 09).
Type Daily newspaper
Format Broadsheet
Owner D B Corp Ltd.
Founded 1958
Political alignment Liberal
Language Hindi
Headquarters Bhopal
Circulation 2,268,042
Daily Official website Bhaskar.com
The Dainik Bhaskar Group recently sent an intimation to the Bombay
Stock Exchange about its plan to launch a new title in the Marathi
language daily segment. It is reportedly believed that the group will be
soon launching a Marathi daily. The soon to be launched daily might
bear the title of Divya Marathi. Though the title does not feature on the
list of registered titles for Marathi dailies in the Registrar for
Newspapers of India’s official website.
None of the official’s were ready to comment and confirm the
developments. However highly placed sources reveal that the daily
might be launched from the Nashik, Aurangabd or Pune market.
Page
26

Experts say that the Marathi daily market has enough place for as many
players as the market is fast growing. Cities like Aurangabad and Nagpur
are showing growth in disposable incomes and literacy rates thus
furthering the growth of the Marathi daily market. Experts contend that
content-wise there might not be anything new to look forward to and
that the Group’s entry will only bring in growth in readership,
circulation
and ad sales figures. The 7 to 8 prime cities across the state of
Maharashtra are fast growing and the state is also in fact a fragmented
and complex market owing to the difference in the socio-cultural factors
across every town and city in the state.
Dainik Bhaskar has entered many new markets over the past year. The
Group has been known for its aggressive readership and circulation
strategies, however other players in the Marathi daily market like
Lokmat have gone headstrong with the same aggression through unique
ways to build a successful network of readership and circulation. The
Marathi language market right now has strong established players like
Sakaal, Lokmat, Maharashtra Times, Pudhari, Loksatta, Sandhyanand,
Tarun Bharat and Punyanagiri. At this point in time Lokmat alone
accounts to about 20 lakhs of circulated copies.
The Group has a Gujarati daily which is called Divya Bhaskar. The group
publishes seven newspapers from 52 centres across the country in three
different languages – Hindi, English and Gujarati. Apart from Divya
Bhaskar, the group publishes the Hindi daily Dainik Bhaskar and the
English daily DNA, the latter through a joint venture with the Subhash
Chandra promoted Zee group. | By Prabha Hegde
[prabha(at)adgully.com]
DB Corp to launch Marathi daily in Maharashtra
February 04, 11
Nitin Pandey
After Hindi, Gujarati and English language publications, DB Corp Ltd is set to launch
its first Marathi daily in Maharashtra. The company informed BSE on February 3,
2011, that it would be launching its Marathi publication soon.
Page
27

When contacted, Sanjeev Kotnala, VP, Marketing and Communication,
Dainik Bhaskar Group, refused to share further details on this. All he
said was, “Currently, business needs are suggesting that we keep the
plans under wraps.”
The Group – Bhaskar Group is the largest read newspaper group in India
with 2.67 Crore readers. Having 153 offices all over India, with more
than 8000 employees, 27 publication centers, 34 independent editions,
76 satellite editions, 2700 correspondents and 253 news bureaus, the
Bhaskar Group started its first Hindi newspaper from Bhopal in the year
1958. The group is now having 4 daily newspapers, 1 financial daily and
one magazine. The circulation of Bhaskar Group Publications covers a
total of 12 Indian states.
Recent Ventures – Synergy Media Entertainment Ltd, a Bhaskar Group
company has recently acquired 17 licenses across the country, which
would cover 5 states of our country. As per the IMRB international
survey, My FM Jaipur has 51% listeners who tuned into FM during a trip.
Professional Management – High-caliber professionals drawn from
various areas of management manage the group. All companies are
headed by CEOs responsible for meeting the corporate objectives.
History
Dainik Bhaskar Group is a multifaceted industry major founded half-a-
century ago. The group’s initial foray was into the newspaper
publication business. Over the years, the group has diversified into
sectors such as textiles, solvent extraction, oil refinery, vanaspati,
export of polished / semi-precious stones, TV media, FM radio,
Information technology, real estate, theme / amusement park, and
FMCG. Indeed, under the stewardship of Shri Ramesh Chandra Agarwal,
the group has taken an honourable place among India’s corporate
elites.
Our Vision
To be the largest and the most admired media brand enabling socio-
economic change.
Our Mission
• Our pillars to achievie the vision
• Empowered Talent
Page
28

Board Of Directors
Mr. Sudhir Agarwal, (Managing Director)
Page
29
Mr. Ramesh Chandra Agarwal, (Chairman - Dainik Bhaskar Group)
Mr.Ramesh Chandra Agarwal is Chairman of the Dainik Bhaskar Group. A
visionary, Mr. Agarwal entered the media business at the age of 15 while
he was a student. From searching for news to editing it, printing it and
sending the papers out, Mr Agarwal oversaw everything for his family
newspaper.
Bhaskar in Rajasthan and Divya Bhaskar in Gujarat.
Mr. Sudhir Agarwal is Managing Director of the Dainik Bhaskar Group, where he is
responsible for editorial, circulation, finance and key corporate management
activities.
Sudhir Agarwal has helped make Dainik Bhaskar Group a name to reckon
with, in the international media scenario. Today he is ranked 19th among
the Top 50 powerful personalities in India.

Other Directorship / Trusteeship / Partnership :
1. Nicholas Piramal India Limited
2. Allergan India Private Limited
3. Gujarat Glass Limited
4. NPIL Finnivest Pvt Ltd
5. Nicholas Piramal Consumer Products India Limited
6. Piramal Enterprises Limited
7. Alpex International Limited
8. NPIL Research and Development Limited
9. Piramal Texturing Private Limited
10. Glass Engineers Private Ltd
11. Legend Pharma Private Limited
12. Vulcan Investments Pvt Ltd
13. PEL Management Services Pvt Ltd
14. GCL Holdings Pvt Ltd
15. NPIL Holdings Pvt Ltd
16. PEL Holdings Pvt Ltd
17. Akshar Fincom Pvt Ltd
18. Adelwise Investements Pvt Ltd
19. Gopikishan Piramal Pvt Ltd
20. Piramal Management Services Pvt Ltd
21. Indiareit Fund Advisors Pvt Ltd
22. Piramal Capital Pvt Ltd
23. Alpex Holdings Pvt Ltd
24. Cavall Fin invest Pvt Ltd
Page
32
25
.
NPIL Pharma Inc
26
.
NPIL Pharmaceuticals (UK) Limited

Other entities :
27
.
India Polo Promotion foundation
28
.
Pratham- India Education Initiative
Trusts :
The Ajay Piramal Foundation Trust
Company History
Milestone
23rd
August 2014
Db group Relaunched a new English news paper DNA-A NEW DNA
FOR A NEW INDIA.
20th
january 2013
DB Entre Behar Launched Patna Edision.
24th
may 2011
DB Corp Ltd Entered in Maharshtra DB.Crop ltd launched fourth
language Marathi dainik a divya mmarathi in
maharshtra,nasik,jalgav,ahmedabad.
12th December 2010
D B Corp Ltd. launched 52nd Edition by launching Jamshedpur
Edition on 12th Dec. 2010
18th October 2010
Page
33

D B Corp Ltd. launched 51st Edition by launching Jammu Edition
on 18th Oct. 2010
12th September 2010
D B Corp Ltd. launched 50th Edition by launching Bhatinda Edition
on 12th Sep. 2010
22nd August 2010
D B Corp Ltd. launched its 12th state of Jharkhand with launch of
49th Edition in Ranchi on 22nd August 2010. The launch for reader
was very successful, with around 135000 subscribed copies on the
day one of the launch and thus becomes most popular News
Paper from day 1 of the launch.
6th January 2010
Listing of DB Corp Public Issue on Bombay Stock Exchange (BSE).
The listing opened at Rs. 250 i.e. with a margin of approx 19% for
retail investor, rose to Rs. 275 in the day, that finally closed at Rs.
265.90 i.e. at a margin of approx. 27% for the retail investor. The
DB Corp Pubic Issue was one of the best listings of 2009 and 2010
after the revival of the Primary Markets.
2009
Launch of highly successful maiden public issue of DB Corp Ltd
from 10th Dec to 15th Dec which was oversubscribed by over 39
times– – a record oversubscription in 23 months for any IPO, after
Reliance Power IPO in January 2008.
Installation of KBA Printing Machines imported from Germany at
Jaipur and Ahmedabad.
Launch of 'DB Star' Jodhpur editions on 15th of Aug 2009.
Dainik Bhaskar Introduced The India Pride Awards for the PSU
Segment on Oct 9th.
Mr. Ramesh Chandra Agarwal, Chairman, DB Corp Limited was
awarded the Rajiv Gandhi Lifetime Achievement Award in
Journalism.
2008
Dainik Bhaskar completes 50 glorious years as a leading Hindi
Publication.
Page
34

Dainik Bhaskar was the first Publication in the country to sign a
celebrity as a Brand Ambassador – Indian Cricket Team Captain
M.S. Dhoni.
An integrated Brand Campaign titled "Zidd Karo, Duniya Badlo"
was launched on a nationwide scale – led by M S Dhoni.
'Business Bhaskar', a Financial Hindi Newspaper, was launched in
Bhopal, Indore, Raipur, New Delhi, Panipat, Jalandhar and
Ludhiana with separate editions for each of these cities.
Launch of Dainik Bhaskar editions in Pali, Nagaur, Bhilai, Ratlam
and Shimla.
Launch of DNA in Jaipur as a franchise by DB Corp Ltd.
Launch of editions of DB Star in Bhopal & Indore.
MY FM consolidates its network with 17 radio stations in 7 states,
across India, as per the following launch details:
Page
35

94.3 MY FM JIYO DIL SE
S.
No
Station
Name
Launch Date
1. Jaipur 28-May-06
2. Chandigarh 19-Feb-07
3. Jalandhar 19-Apr-07
4. Bhopal 26-May-07
5. Udaipur 07-Jul-07
6. Ahmedabad 21-Jul-07
7. Amritsar 27-Jul-07
8. Gwalior 05-Aug-07
9. Indore 11-Aug-07
10. Surat 27-Aug-07
11. Ajmer 31-Aug-07
12. Bilaspur 26-Sep-07
13. Nagpur 21-Oct-07
14. Jodhpur 20-Dec-07
15. Raipur 16-Jan-08
16. Kota 02-Feb-08
17. Jabalpur 23-Feb-08

2007 Continued...
DB Corp Ltd. played an integral role as an exclusive partner to
New7wonders and its efforts enabling The TAJ MAHAL its rightful
place in the “7 Wonders of the World”.
Launch of DB Gold - the first compact newspaper in Gujarati from
Surat.
Launch of DNA in Ahmedabad and Surat as a franchise by DB Corp
Ltd.
Launch of “Young Bhaskar Magazine” for Children and “Lakshya” -
a Career Magazine.
MY FM enhances its reach to 14 cities across India.
15th December 2007
D B Corp Ltd. further consolidated its position by launching Dainik
Bhaskar Ludhiana edition, thus becoming the only news paper
who was present in Greater Punjab (Chandigarh, Haryana and
Punjab). DB Corp also became the largest newspaper of Greater
Punjab (IRS 2008).
30th July 2007
D B Corp Ltd. launched Divya Bhaskar's Bhuj edition, making it the
only Gujarati newspaper with 7 editions in Gujarat.
1st November 2006
D B Corp Ltd., launched Divya Bhaskar Rajkot edition.
Page
37

8th Oct 2006
D B Corp Ltd., enters Punjab and launched Amritsar and Jalandhar
edition, again became no 1 from Day 1, out placing very old
established competitive newspapers of the state.
28th May 2006
D B Corp Ltd. through its subsidiary, SYNERGY MEDIA
ENTERTAINMENT LTD. (SMEL), launched first Radio station at
Jaipur in the name of My FM, "Jio Dil Se 94.3".
2005
Inception of D B Corp Ltd., pursuant to the demerger of publishing
business of Writers and Publishers Limited (WPL).
The Dainik Bhaskar Group won license from Ministry of
Information and Broadcasting for Launch of Radio business,
through its subsidiary, SYNERGY MEDIA ENTERTAINMENT LTD.
(SMEL), in 17 stations, in the name of My FM. Dainik Bhaskar'
presence in all 17 FM stations (listed above) therefore presents an
integrated offering to potential advertising clients in all the
mentioned cities.
‘AHA! Zindagi’ Magazine launched in Gujarati Language.
‘IMCL’, a new Web Media Company was formed as a subsidiary of
DB Corp Limited.
2004....
Dainik Bhaskar Group also launched its new Hindi Magazine, 'AHA!
Zindagi', the first of its kind on lifestyle and positive thinking.
2004 MERGER AND ACQUSITION
In its first Merger and Acquisition, the Dainik Bhaskar Group
Page
38

acquired 'Saurashtra Samachar' – the 60 year old, largest
circulated daily newspaper of Saurashtra, and consolidates its
Gujarat Operations.
12th September 2004
Launch of Divya Bhaskar, Baroda edition.
July 2004
Initiates presence in Maharashtra with the launch of Divya
Bhaskar Mumbai edition.
28th March 2004
Dainik Bhaskar Group launched full fledged and independent
Divya Bhaskar Surat edition, (2nd largest city of Gujarat) and
became No 1 in Surat City out placing old established newspaper
of the city.
22nd June 2003
Dainik Bhaskar Group launches 'Divya Bhaskar' edition from
Ahmedabad. This was the biggest launch of any new edition,
across languages, across territories in India where the daily was
launched with 4,52,000 copies on day 1 and became the leading
publication in Ahmadabad City, thus out placing the earlier 50
year old established Gujarati publication. In our innovative and
unique launch strategy and product offering, we surveyed approx
12 lacs households, in and surround Ahemadabad, asking the
family, their choice and requirement of news paper and booked
452000 copies. Divya Bhaskar' Ahmedabad launch has also
increased the market size by almost 32% (IRS). The launch of our
Ahmedabad edition has been used as a case study by the Indian
Institute of Management ("IIM"), Ahmedabad.
17th June 2001
Dainik Bhaskar Group further consolidated its position by
launching Faridabad edition, in Haryana state.
Page
39

4th June 2000
Dainik Bhaskar Group expands presence to Haryana State.
Launched Haryana first own news paper, which is printed within
Haryana state and also launched 2 editions from Panipat and Hisar
and 13 separate district papers – was certified and declared as the
No 1 news daily of Haryana in 2001 ( IRS 2001), piping other
established competitors.
7th May 2000
The Dainik Bhaskar Group launches Chandigarh edition. Prior to
the launch of the Hindi edition,, Chandigarh was perceived to be
primarily an English news paper dominated region. In a short span
of time Dainik Bhaskar emerged as the largest Newspaper of
Chandigarh city with a significant lead of approx 2.5 times over its
English news paper rival.
6th March 1999
Kota city, the educational hub of the country, was launched as 6th
Edition of Dainik Bhaskar
31st May 1998
Dainik Bhaskar Group launched its 5th fully fledged, independent
Edition from Udaipur
16th October 1997
Launches Dainik Bhaskar's 4th edition of Rajasthan from Bikaner
3rd August 1997
3rd Edition, launched from Jodhpur ( 2nd Largest City of
Rajasthan) within 4 months of launching an edition from Ajmer
6th April 1997
The Launch of the 2nd Edition in Rajasthan from Ajmer.
19th Dec 1996
Dainik Bhaskar launched its Jaipur Edition in Rajasthan with
172000 copies on Day 1. Became No I from Day 1, replacing the 42
years - established paper of Rajasthan, a landmark in the print
media domain. This development marked a critical point for the
Page
40

Company, which significantly altered the strategic direction and
growth plans of the company. The launch of the Jaipur edition has
been used as a case study by the Mudra Institute of
Communications, Ahmedabad ("MICA") and many other
institutions.
1995
Dainik Bhaskar emerged as the No.1 Newspaper in Madhya
Pradesh and was declared the Fastest Growing Daily in India, by
the Readership Survey.
20th September 1993
Dainik Bhaskar Group launched Bilaspur edition.
1988
Dainik Bhaskar Group launched Raipur edition.
5th March 1983
Dainik Bhaskar Group commenced its ambitious journey with the
launch of Dainik Bhaskar's Indore edition – was the first and
biggest move outside home town of Bhopal. Also emerged as a
challenge to old established news paper of Indore City.
1981
Dainik Bhaskar Bhopal Edition became the Largest news paper of
Bhopal City.
1977
India's one of first WEB off Set Machine got installed at Dainik
Bhaskar, Bhopal Edition, agst. uniform prevalent practice of rotary
Machine.
Page
41

13th August 1958
Dainik Bhaskar launches its first edition in Bhopal.
Page
42

LITRATURE REVIEW
Dainik Bhaskar- the fastest growing print media group in the country
today, began its journey with a four- page newspaper form Bhopal (MP) in
1958 as one of the business by the family by Late Dwarka Prasad Agarwal, the
father of the chairman, Shri Ramesh Chandra Agarwal. Ever since, Dainik
Bhaskar launched its edition one after the other in MP. Gwalior in 1967,
Indore in 1983, Jabalpur in 1987.
90’s witnessed value addition to its editions after Mr. Ramesh eldest
son; Sudhir Agarwal started his involvement in day-to-day operations. Further,
launched its edition from Raipur in 1992 followed by Bilaspur in 1993. This was
the time when Mr. Ramesh officially inducted Shri Sudhir Agarwal & his
younger brother Mr. Girish Agarwal into business. Mr. Sudhir Agarwal had a
passion for editorial & Mr. Girish Agarwal preferred to take part into core
marketing.
After achieved no. 1 status & strong leadership in 1995 in MP, the group
identified Rajasthan as a potential market in December 1996, launched its
Jaipur edition with net paid sale of 1,72,933 copies on day one. Jaipur launch
of Dainik Bhaskar created a history in the Newspaper Industry, which is now a
“Case Study” in the top business school in India. At that point of time the
youngest son Shri Pawan Agarwal, after graduating from United States
plunged into the business & Dainik Bhaskar took the root of information
technology & cable television. In 1997, Dainik Bhaskar launched its Ajmer,
Jodhpur & Bikaner editions followed by Udaipur in 1998 & Kota in 1999.
Since 1996, father &sons began transforming the group into a customer
centric organization. Keeping this in mind, Dainik Bhaskar launched its
Chandigarh edition in mid 2000 adopting “Hinglish” language pattern in
editorial contents. Today it is the no. 1 newspaper in Chandigarh, Panchkula,
&Mohali. In the same year, Bhaskar entered into Haryana and captured the
spillover market by launching its edition in Panipath & Hissar followed by
Faridabad edition.
Page
44

After achieving the leadership position in Hindi- belts, the group
entered into the state of Gujarat- a non Hindi market, where local players are
formidable. The group launched its Gujarati newspaper, Divya Bhaskar in
Ahmadabad in June 2003 is a ‘Case Study’ with IIM-A for its first day net paid
sale of 4, 52,000 lakh copies. In 2004 Divya Bhaskar further launched its
edition in Surat &Baroda and Rajkot in early 2005. In Sep. 2004, Bhaskar group
had taken over another Gujarati newspaper ‘Saurashtra Samachar’ in
Bhavnagar- the leading newspaper in Saurashtra region. In just two years
Divya Bhaskar has become the no.1 in Ahmadabad, Baroda & Surat in terms of
leadership. Also launched its North America edition from New York in May
2004.
After setting many new trends in Hindi & Gujarati market, Bhaskar
group, in association with Zee, launched its English newspaper DNA (Daily
News & Analysis). In July 2005 with a circulation of 3 lakh + copies per day.
In sep. 2004, the group has also launched a monthly complete Hindi
magazine ‘Aha Zindagi’ for positive & good life. Today the magazine enjoys
circulation of 1.35 lakh copies with 5.95 lakh readers.
Over a period, the group has diversified its business into Textile, Solvent
Extraction, Job Printing, FMCG, and IT & Family entertainment. As of today
Bhaskar group is a 4000 crore company.
Page
45

Research Methodology
Research is the common parlance refers to a search for
knowledge. One can also define research as a scientific & systematic
search for pertinent information on a specific topic. In fact research is
an act of scientific investigation. The Advanced Learner’s Dictionary of
Current English lays down the meaning of research as “a careful
investigation or inquiry equally through search for new facts in any
branch of knowledge.” Research is an academic activity & as such the
term should be used in a technical sense. Some people consider
research as a movement, a movement from the known to unknown. It is
actually voyage of discovery.
According to D. Slesinger & M. Stephenson in the Encyclopedia of
Social Sciences “The manipulation of things, concepts or symbols for the
purpose of generalization to extend, correct or verifying knowledge,
whether that knowledge aids in construction of theory or in the practice
of an art”
Research is, thus, an original contribution to the existing stock of
knowledge making for its advancement. It is the pursuit of truth with
the help of study, observation, comparison, & systematic method of
finding solution to problems is research. The systematic approach
concerning generalization and the formulation of the theory is also a
research. As such the term “research” refers to the systematic method
consisting of enunciating the problem, formulation a hypothesis,
collecting the facts or data, analyzing the facts and reaching certain
conclusion either in the form of solutions towards the concerned
problem or in certain generalization for some theoretical formulation.
Business firms’ use of marketing research has grown continuously
over the past fifty years, since managers painfully learned the cost of
market ignorance. Its use has extended now into political & other non
business organization. The modern manager must have knowledge of its
methods & how to use it profitably. According to American Marketing
Association Marketing Research “The systematic gathering, recording, &
analyzing of the data about problems relating to the marketing of goods
& services
Page
47

Research always starts with a question or a problem. Its purpose
is to question through the application of the scientific method. It is a
systematic and intensive study directed towards a more complete
knowledge of the subject studied. Marketing research is the function
which links the consumer, customer and public to the marketer through
information- information used to identify and define marketing
opportunities and problems generate, refine, and evaluate marketing
actions, monitor marketing actions, monitor marketing performance
and improve understanding of market as a process. Human research
research specifies the information required to address these issues,
designs, and the method for collecting information, manage and
implemented the data collection process, analyses the results and
communicate the findings and their implication
Page
48

SOURCES OF DATA COLLECTION:
Data was collected through Primary & Secondary data collection
methods in primary data method survey & interviews were taken & in
secondary data books, Internet, Articles, Periodicals, Marketing journals
etc. with the help of these methods I have collected the Data.
Primary Data:
Data that is collected for a specific purpose at hand is called as primary
data, According to the seeds of the researcher and focuses exclusively
on the current research problem. The collection of primary data is costly
and time consuming. It calls for greater planning and co-ordination.
Collection of primary data requires deploying more manpower. In
situations where it is impossible to use the secondary data keeping in
view the requirements of the study or in cases where there is no
secondary data available, the only way out is to collect primary data.
The primary data was collected by following sources:
1] By Questionnaire:
The questionnaire was used as a tool for data collection, which
consisted of close ended questions, regarding the performance
appraisal system in the organization and employees’ opinion about it.
2] By Observation:
The researcher simply observes the subject and records relevant
aspects of his behavior of the retailers towards the particular product
and how the retailers ware attracted towards particular brand time to
time.
Page
49

Research Instruments
 Questionnaires will be used as a mix of open-ended and close-ended to
collect the primary data from current customers.
 As well as Unfocused group technique of qualitative research will be
used for interviewing a diverse group of people to search for their interest in
the product.
Sampling size
 For coustmer satisfaction: total 200 .
 180 respondant .20 non respondant
 For Gap analysis: Top 15 Sector of Divya Bhasakar in Gandhinagar..
Page
50

BENEFICIARIES
The following information will be beneficial for the Divya Bhasakar:
 Collection and analysis of Data about a news paper reader’s in market which will
create useful information to guide their actua reader.
 Helps to created a market revenue of particular newspaper..
 Guide communication with current and potential readers.
 Feedback from readers will help to uncover and identify the problems with our
Newspapaer.
 This will help the DB to make proper planning And designing a newspaper to a
readers choice
Page
51

Marketing Research before Launch
Page
53

Note : - This data is collected on the basis of secondary data………..
About Ahmedabad
Page
54

Ahmedabad is a city in the Ahmedabad of Gujrat, India. Ahmedabad (meaning "Built by
the Throne") The city is a tourist hub, surrounded with many historical monuments,
including the Kakariya Talav and Science City, which are UNESCO World Heritage
Sites,The administrative headquarters of the Ahmedabad or G’nagar region,
Ahmedabad is said to be a City of Gates and the strong presence of these can be felt
as one drives through the city. Recently Ahmedabad has been declared as Tourism
Capital of Maharashtra.[1]
The city is also one of the fastest growing cities in the
world
POPULATION
The city with cantonment had a population of 11,67,649 (2009) of whom Hindus
were 59.1 per cent, Muslims were 39.2 percent, Christians were 1.1 percent, Parsis
were 0.1 percent, and others were 0.5 percent. In the city proper Brahmins were 7.1
percent .
Page
55

Language of Ahmedabad
Gujrati And Hindi are the principal languages of the city. According to 2009 report the percentage
of residents speaking Gujrati were 43.60 percent and residents speaking Hindi were 36.69 percent.
English speakers were third with 11.99 percent.[7]
Talukas In Ahmedabad
1. Bopal
2. Rampura
3. others
Hindu
Chiristan
Others
Muslim
59.159.1
1.11.139.2
39.2
39.2
39.2
8.68.6
Page
56

Newspapers:
1. Sandesh
2. Gujrat Samachar
3. Divya Bhasakar
4. Gandhinagar Samachar
5. Loksatta
6. Ahmedabad Times
7. Nav Gujrat Samachar
8. The Times of India
Economy
Page
57

There is evidence to believe that Ahmedabad was developed as a trading hub four
centuries ago. It lies on a major trade route that used to connect north-west India's
sea and land ports to the Deccan region. Recently Ahmedabad was in news for
placing single largest order for cars in a single transaction in India — 150 cars
worth Rs 65 crore.
After 1960, Ahmedabad Industrial Development Corporation (AIDC) began
acquiring land and setting up industrial estates. Ahmedabad is now classic example
of efforts of state government towards balanced industrialisation of state.[12]
The Gujrat Centre For Entrepreneurship Development's main office is in Ahmedabad
Many renowned Indian and MNCs have established themselves in the Industrial
Estates of Aurangabad:
Audi India
Škoda Auto
Volkswagen
Wockhardt
Videocon
Siemens
pepsico
Bajaj Auto
Johnson &
Johnson
Colgate-
Palmolive
Kenstar
Endress+Hauser
Crompton
Greaves
MAN Diesel
Sterlite Optical
Technologies
Franke
Greaves Cotton
Goodyear
lupinpharmaceuticals
Wipro Lighting Ltd
Forbes Gokak
Ltd
Baxter
Lombardini
India
Intelenet
Global
Services
Mahyco Seeds
/ Monsanto
Page
58

Following questionnaire filled from people for market Research
QUESTIONNAIRE
 Name of your ?
 Family Member detail:-
A-1 Are you aware about DB?
Yes.................. no...................
1) Which News Paper you read?
TOI
AM
Guj.
Others
2) How many family member read newspaper?
1-3 4-6 7 & More
3) How many Children in your family?
1 2 3 & More
4) Are you Businessman?
Yes No
A-4 Are you aware about scheme & subscription charge of DNA newspaper?
Yes.................. no...................
Page
59

5) You Have satisfy for current newspaper?
Yes No
6) How do you contact to you?
By phone……………. By e-
mail…………………………
By personal visit By Other way(Specify)…………
Page
60

Analysis & interpretation
Research conduct on 200 samples in which only 180 give their
response while 20 were denied to answer. So analysis is depending
on the 180 sample size.
A-1 Are you aware about DB?
Yes.................. no...................
While research conduct by researcher it would find out that major checks is aware about the
leading News paper while a small fraction only not aware about the news paper readres. In
data it would find out 170 respondents aware about DB while only 10 have no information
about it.
Graphical presentation
A-Other
Page
62

1) Which News Paper you read?
TOI
AM
Guj.
Others
While research conduct by researcher it would find out major check it aware about leading
NEWS PAPER 150 Reader’s have taken nwespaper of Guj. & 20 Readers read toi & 10
Readers read AM . 5 Readers read newspaper of others.
Page
63
Guj.
Toi
Am
Others

1) How many family member read newspaper?
1-3 4-6 7 & More
While research conduct by researcher it would find out that major check is how many
member Read Newspaper
0
10
20
30
40
50
60
70
80
90
1st Qtr 2nd Qtr 3rd Qtr
1-3 membear
3-5 membear
6 & more
Page
64

1) Are you Businessman?
Yes No
Research data relived that 160 Readers have a businessman and 20 have doing job
0
20
40
60
80
100
120
140
160
180
1 2
yes
no
Page
65

A-4 Are you aware about scheme & subscription charge of DNA newspaper?
Yes.................. no...................
While researcher conduct by researcher it would find out major check is aware about the
DB. .in data it would find out 100 Readers have aware about scheme & subscription
charge given by DB & 70 Readers have not aware about scheme & subscription charge
given by DB.
Page
66

F-1 Your experience with DB is satisfactory?
Yes.................. no...................
139 Readers Satisfactory& 35 Readrs’s are not experience with DB.
0
20
40
60
80
100
120
140
160
1 2
yes
no
Page
67

Differences form Competitive Brands
Printing Technology
The KBA machine.
The mammoth 8 storey high printing configuration manufactured
by Koenig & Bauer AG of Germany has fully computerized systems to
control vital functions ; color registration, ink water balance, speed, cut-
off conveying printed copy to the stacker where the copies are counted
as per the labels, labeled, wrapped in polyfilm and strapped into a
complete bundle ready for dispatch without any manual intervention.
It prints 85000 copies per hour with against the normal average yield of
30000 copies per hour. The machine enhances reading and visual
experience by
• Shaper and crisper images due to metal back blankets.
• Sharper and brighter text.
• Very near to the original color visual reproduction.
This technology has reduced the event to print time from 45 mins
to 11 mins. It provides on time deliveries of newspaper on depots
packed with automated machine with precise number of copies thereby
eliminating shortages and damaged copies. All supplements are pre-
inserted which eliminates manual insertion by hawkers saving
considerable time and effort on their part.
That means saving of time at both ends of printing and delivery of
newspaper > the newspaper goes to print later than usual > results in
the even late news hitting the stands.
The machine allows many innovations like flap printing, pop-ups, drop
outs, double width central spread etc.
Page
68

Pre-Launching Branding Campaigns -
DNA
Advertising
The aim of advertising is to get customers attention and influence their
behavior, usually to buy your product or services. It can be expensive,
so you need to ensure that you are getting the right message to the
right people
Before you spend, ask yourself:
 Is it going to put me in front of my target customers?
 What will it cost and is there cheaper ways to reach customers?
 Will this harm my image?
 Is it likely to generate sales or, if not, increase my profile?
 Is it promoting features and benefits that are relevant to my target
customers?
• Newspapers and magazines
• Radio
• Television
• Yellow pages
• Brochures/mail outs
• Advertising checklist
Page
70

Image And Branding
Your business image and appearance will influence how your customers
perceive you .it needs to be consistent and match your customers
expectations and needs.
Think about your customers experiences:
• What do they hear when they phone e.g.- receptionist, messages?
• What do you see when they visit, eg office décor, signage?
• What do you receive, e.g. stationery, marketing material logo?
Sales promotions
• Sales promotion techniques are effective in providing an incentive for
the potential client to sample a product or service.
• Typical promotions includes: special, giveaways (pen ,t-
shirts,clipbord,bag,etc)
o Sampling, e.g. taste testing, bonus on purchases, entry to
competitions, frequent usage promotion, eg5th purchase free,
special events loyalty cards.
• Aim to value adds rather than discount.
• Promote with other businesses where possible.
Publicity
• Publicity can have more credibility than paid advertising.
• It is about increasing your visibility and is relatively low cost, but require
s time and skill.
• Publicity techniques can be as simple as good signage or involves
targeted press release, media information kits, and public speaking and
publishing articles.
• Community invoment such as sponsoring events or supporting charities
can generate powerful publicity.
• For Customer Involvement luck draw
Page
72

E-marketing
• The internal offers business many market opportunities, but your e-
marketing strategies need to match your business and customers’
needs.
• Email offer a low cost rapid communication tool for delivering
marketing material notifying special sending e-newspaper, providing
customers supports, etc .however, and privacy laws makes it essential
to gain your customers permission to receive this information.
• Even if you don’t sell the over the web, a business websites can give you
credibility promote your image and provide up to date publicity for your
product and services.
Page
73

Marketing and Sales
Marketing is more than just selling and advertising .it about what you
need to do to capture and keep your customers over time .your
marketing plan needs to answer the question: why am I in business
what do customers want and why will customers buy from me and not
my competitors?
Developing your marketing plan covers fours main aspects:
• Market research.
• Marketing goals.
• Marketing strategies.
• Monitor and control.
Marketing Dos and Don’ts
DO:-
• Regularly review your marketing strategies to meet changing
situation s.
• Focus on your customer’s wants and needs, not on what you
think you have to offer.
• Find a niche –small businesses tend to succeed by offering
something that’s a bit different.
Don’ts ---
• Waste money on promotional opportunities that don’t fit with your
strategies.
Page
74

• Neglect building networks to help you promote your business and build
your reputation.
• Forget to assess the effectiveness of your strategies.
Undertaking market research
Before your develop your marketing goals and strategies you need to
identify what are the most promising market opportunities you
schedule pursue.
• Your product and services
• Your marketplace
• Your customers
• Your competitors
Market research sources
• Discussion with knowledgeable peers and potential customers and
suppliers.
• Desk research, including web searches, trade/industry material and
market statistics, e.g.-ABC, market research reports.
Marketing goals
Page
75

• What product and services you will offer for which market segments:
• What key benefits you will offer.
• What specific targets you aim to meet over what time frame, e.g.
market, share, revenue, customer number.
Marketing goals should pass the SMART test-
S- PECIFIC
M- MEASURABLE
A-ACHIVABLE
R-REALISTIC
T-TIME BOUND
Promotional Events of Branding and
Sales in City
Finding new customers is the key challenge for the smallest
businesses. Through creative advertising and promotion your business
can attract new customers and generate revenue. As a small business. It
is especially important you spend your money effectively by targeting
the type of customers your business wants.
Options available include.
Promoting Your Business
 All business involves face to face selling in one form or other, especially
to complete the selling process, so it’s worth developing your skills.
 Selling success is based on understanding the customer’s needs and
wants and tailoring your approach to suit.
 Personal selling helps you build relationships with your customers
Page
76

 Make sure you prepare and fallow up.
Promotional Dos and Don’ts:
Do:-
• Recognize that different business require different types of advertising
and promotion.
• Ask yourself: will this type of promotion exposes my business to my
target customers and I will generate sales?
• Ensure your activities fit with your marketing strategies.
Don’ts:-
• Avoid investing time and money to generate new business.
• Understanding the power of e marketing.
• Harm your image through your promotion activities
Page
77

Findings
 97 % percent of people fell that there should be
unbiased regarding politics.
 93% of people think that Ahmedabad should be the best
city in Gujrat
 92%people think that owners of the newspaper should
not be politically connected.
 91% people think that national and international
information should be important in daily news.
 87% metropolitan facilities should be implemented for
people in Ahmedabad.
 87% people think that health related information should
be given in newspaper.
 82% of people think that Ahmedabad should develop on
industrial basis .
 79% of people think that new network should connected
to metropolitan railways .
 69% people think that quality of higher education
should be improved.
Page
81

RECOMMENDATION
The News Paper has to provided more advertisement or the filed based surevy which would
be helpful for the lower class family and people who are interested in Newspaper
Sufficient training provided to the staff member to learn the local language which would be
foucs on their need and satisfied requirement of the same.
Need to modify some sort of gurentee deeds so it is possible for all the Readers.
Some regulation would be put on the other public and private sector to give more support for
development to the Newspaper and also helpful for larger scale development of the
Newspaper.
Page
83

SWOT Analysis
STRENGTH -:
 Effective innovative skills.
 Aggressive marketing.
 Customer satisfaction is prime goal.
 Experience and skill full personnel.
WEAKNESS -:
Unorganized system for project activity
 Questionnaire made for market research is unsatisfactory to people.
OPPERTUNITIES -:
 Diversify into related products.
 Great opportunity is available in current market.
THERET-:
 Established competitor.
 Low price competitors.
 Changing buyer need.
 Grey imports.
Page
84

Suggestion
 The question array which was been provided to the people was not
according to the satisfactory level of the people . That should be
improved and enhanced.
 The scanning process should be improved so that would help in
improvement in the survey process.
 Random work should be avoided and should be done area wise.
 Time bound ness of Launching project should followed
 Project Activity should be managed.
Page
85

Conclusion
It could be concluded that I have obtained a lot of knowledge regarding
market research , branding , promotional activity, and have bought lot of
experiences in marketing , the company have been successful in teaching
me all the project activity and have done great work in launching activity .
Page
86

Bibliography
• Management and Behavioral Processes
• Text & Cases
• Philip Kotler
• “Research Methodology” -C.R, Kothari
REFERENCES
• www.google.com
• www.wikipedia.com
• www.Dainikbhaskergroup.com
• www.Dainikbhasker.net
Page
87

Divyabhaskar

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Destaque

Destaque (6)

Semelhante a Divyabhaskar

Semelhante a Divyabhaskar (20)

Mais de Hardik Sorathiya

Mais de Hardik Sorathiya (17)

Último

Último (20)

Divyabhaskar