Marketing Strategies / Strategic Marketing Case Study

Dainik Bhaskar: The Innovative Marketer

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Abstract:
Dainik Bhaskar, an Indian newspaper views market research not just as a tool for surveying the market they intend to enter, but also as a brand building exercise. The whole target population, and not just a sample of it, was surveyed. Such dedicated effort helped them to dethrone, almost overnight, the kings of the markets that they entered.

Pedagogical Objectives:

• To discuss Dainik Bhaskar's innovative market research technique that led to its success as India's largest circulated newspaper.

Keywords : Times of India, Indian newspapers, Dainik Bhaskar, Divya Bhaskar, Dwarka Prasad Agarwal, Market research, Multi edition newspaper, Marketing Strategies Case Study, Navbharat Times, Rajasthan Patrika, Sandesh, Gujarat Samachar, Ahmedabad, Jaipur, National Readership Survey, The Indian press

Contents:

• Introduction
• The Indian press and the inception of Dainik Bhaskar
• Innovation at Dainik Bhaskar
• A bright future