The case scenario illustrates the journey of DainikBhaskar group towards becoming the biggest newspaper group in India.
The progressive launching strategy ensured that subscriptions were procured by DB from consumers even before its paper was accessible in the industry. The group pioneered hyper local journalism ensuring high customer contact. The case describes the supply strategy, brand-building initiatives, editorial policy, and marketing strategy of the group.
The instance describes its successful launching in a non-Hindi state - Maharashtra with powerful incumbents. The management of DB needs to make a decision of which market to enter next to keep up the high growth trajectory of the group.
PUBLICATION DATE: May 01, 2014 PRODUCT #: IMB461-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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