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Tag: IIM Bangalore

  • The Dainik Bhaskar Group has put the Maharashtra success case study by IIM Bangalore before the industry to analyse

    Industry to analyse Dainik Bhaskar case study

    By A Correspondent

     

    The Dainik Bhaskar Group has placed IIM Bangalore’s recently completed classroom case study of Dainik Bhaskar group’s Maharashtra success, titled ‘Aspiring Growth’, for the industry to analyse.

     

    The case showcases the fast-paced expansion of the group into 13 markets and the successful launch of Divya Marathi in Aurangabad, Maharashtra with a roaring success with five editions within such a short span of time. The case leaves the reader with a pertinent question in the current scenario ‘Which market/ territory / language should Dainik Bhaskar Group enter next?”

     

    The contest will follow a two-stage process. In stage 1; teams registering at Dainikbhaskargroup.com will send in their summary of recommendation and approach. In Stage 2; 5 to 7 shortlisted teams will then finally make presentation to a jury of Bhaskar team, senior fraternity members and IIM Bangalore professor Ms Seema Gupta who has developed the case. The winner team stands to get Rs 1,00,000 as prize money.

     

    Elaborating on this further, Sanjeev Kotnala, Vice President, Dainik Bhaskar Group said, “Before the case was finalised, we had two classroom sessions at IIM Bangalore and the Brand team raised a simple question – what if the case was to be solved by the media-advertising-marketing fraternity. This was the birth of this unique innovative contest. We debated this with Prof Seema Gupta, who has been encouraging and excited by the innovative contest. She agreed that this will make the case that much stronger for future classroom discussions. We as a team are gearing to hear some totally differentiated point of view and approaches- as the professionals working within the industry definitely have an advantage.”

     

    The contest is open to professionals in media, advertising, communication and marketing and students of premier management institutes, he added Those wishing to register and download the case can do so at www.dainikbhaskargroup.com.

     

  • The successful launch of Divya Marathi, the Dainik Bhaskar group's Marathi newspaper, has attracted IIM Bangalore to study and create a classroom case on group's success through the years

    Divya Marathi now a case study at IIM Bangalore

    By A Correspondent

     

    The fast paced growth and unique new market launch strategy of Dainik Bhaskar Group, an Orbit-shifting innovative process featured as a case in IIM Ahmedabad, and the successful launch of Divya Marathi, the group’s Marathi newspaper, this time has attracted IIM Bangalore to study and create a classroom case on group’s success through the years.

     

    Seema Gupta

    Prof. Seema Gupta of IIM Bangalore did a detailed analysis of Dainik Bhaskar group processes in her attempt to understand what makes this group succeed. She met with the senior management across verticals; Editorial, Production, circulation and marketing to deep dive into their independent and cross-functional working. Result; ‘Dainik Bhaskar group: Aspiring Growth’ a case study by IIM Bangalore.

     

    The case delves into the history of the group, the aggressive launch strategy, accelerated business growth and robust marketing plan. It strongly points out that launching of a newspaper and venturing into a monopolistic market space is definitely a decision that is governed by the faith in the brand. Considering the nature of the category, where reading habits are relatively strong and the market leaders create high entry barriers including the competition-intensive cut-throat ground zero strategies, it makes for an interesting study in management strategies, processes and execution. Success in such situations cannot just be attributed to the business acumen, understanding of market dynamics and identification of the need-gap within the market. There are other elements like agility, empowerment, passion and high ambition across the employee set that is a real differentiator and helps convert strategies into reality.

     

    Elaborating on selecting Dainik Bhaskar Group for the case, Prof. Seema Gupta said, ‘Dainik Bhaskar with its ambitious growth plans exemplifies gutsy business strategy and marketing. It changed the contours of the marketplace by entering into markets with strong and entrenched incumbents. This task was even more arduous considering the nature of the category as it is difficult to change the habit of readers. Newspapers touch the life of every consumer and hence the case would drive strong emotional connect and animated discussion in the classroom. The focus of the company on tier II towns makes it an apt material for case study as small towns would be the drivers of future growth of Indian economy.’

     

    The case in detail traces the sustained leadership strategy adapted by Dainik Bhaskar Group over the years. It places importance on the way the group evaluates and  identifies the gap between supply and demand. And the process of creation of a product that truly answers the overt and latent needs in the ever evolving market. It identifies that the core business philosophy of the group remains a singular focus on close in-depth understanding of the consumers’ pulse and being consumer-centric in its product creation.

     

    Girish Agarwaal

    Speaking about this development, Girish Agarwaal, Director, Dainik Bhaskar Group said, “It is always a moment of pride when an institute of repute like ‘Indian institute of Management Bangalore’ seeks to study the organisation and creates a case study. We do believe that in the process of the case creation and discussion, the group also benefits in getting some raw, unbiased and unfiltered views. We attended the first classroom sessions held on July 20 at IIM-B, where second year students discussed the case. It has been a healthy experience and we respect the level of analysis that the students presented in their understanding of the challenges faced by the group.”