When a young newspaper established its position in a cluttered & commoditized market with over 15,673 newspapers

When a young newspaper established its position in a cluttered & commoditized market with over 15,673 newspapers

Dainik Bhaskar Group

Bhopal, India

Category Best Brand Awareness Campaign

Overview of this campaign

Context and Marketing Challenge:

  • The media-scape in Maharashtra (India) is highly cluttered with over  15,673 registered newspapers
  • The news market is commoditized with very little to differentiate between various newspapers
  • While impartial, unbiased and fearless journalism are hygiene factors in the category, two of the leading newspapers of Maharashtra have clear political leanings

Divya Marathi, a new entrant in the market had to arrive at a distinct positioning that would help in establishing its brand equity in this turf.

Market Research:

A qualitative research conducted by Market Sapience, followed by focused group discussions, showed ‘independent newspaper’ as a possible positioning platform.

Consumer Insight:

“Only an independent newspaper can help a reader form an independent opinion.”- We decided to work on this insight.

Objective: To strengthen Divya Marathi's equity as Maharashtra's Independent Newspaper (Swatantra Vrittpatra)


Results for this campaign

  • In a quantitative research conducted by Market Sapience, our Equity as an independent newspaper went up from 82% (Dec 2016) to 91% (Nov 2017).
  • ‘Empowering Independent Thinking’ as an attribute of Independent newspaper went up from 7%(Dec 2016) to 32% in (Nov 2017)
  • And our circulation went up by 9.2%

 


Contact

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