Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Nov07-Article7-Dainik Bhaskar: The Punjab Launch
- Price : 80.00
- Published on December 2, 2007
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Punjab is one market where the reach of Hindi dailies is more than that of the regional (Punjabi) newspapers. Recognizing this Dainik Bhaskar’ decided to enter the Punjab market after a successful run in Chandigarh and Haryana. Although the scope in this market is tremendous, the degree of competitiveness has changed over the last five years. Entering Punjab was a part of its overall expansion strategy and in future, the group also plans to explore the Jammu & Kashmir and Delhi markets. This case study focuses on the massive consumer hype generated by the Punjab launch of Dainik Bhaskar in October 2006 using direct marketing to establish a leadership position from day one. In the face of strong competition from well-known established newspapers in an already busy market sector, the launch of Dainik Bhaskar was not an easy task. The company did an extensive research to find out what the Hindi readers in Punjab want in a newspaper and used new and innovative marketing strategies during pre-launch and post-launch time to position the newspaper effectively in the market. The primary objective of this case is to study the different promotional activities undertaken by Dainik Bhaskar and to meet its launch objectives.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.