How a young newspaper soared to become Maharashtra's Independent Newspaper
Media associated with this campaign
Overview of this campaign
To strengthen Divya Marathi's equity by arriving at a strong positioning through consumer research.We arrived at 'independent newspaper' as a possible positioning, after a thorough market research on the following factors:
1.Standing of various newspapers of Maharashtra (to ascertain where we stood then)
2.Key attributes that define an 'independent newspaper' (to arrive at the contours of an independent newspaper)
Methodology: Research 1: A qualitative research to identify attributes of an independent newspaper, and assess the performance of newspapers on the same.Target Group: Must be a reader of any newspaper;Male: Female – 70%:30%;18-25 y.o.: 26-50 y.o. – 50%:50%;Centres – Aurangabad and Nashik; Research 2: Measure the effectiveness of the 'independent Newspaper' campaign on a continuous basis
Findings -Top Attributes
1.Apolitical approach to reporting - 45%
2.Commitment to truth in reporting – 22%
3.Empowerment of independent thinking – 18%
4. Enlightenment of readers towards making independent opinion – 7%
5.Unbiased, bold, and fearless approach to reporting – 8%
Consumer Insight:"Only an independent newspaper can help a reader form an independent opinion."-We decided to work on this insight.
- Phase I: Establish the positioning“If your newspaper is not independent, how will your opinion be independent?
- Phase II: Build the idea with examples-We built the idea that independent thinking helps people take independent decisions.
- Phase III: Extend the idea-We showcased twelve people as brand ambassadors of independent thinking
Results for this campaign
Key Research Highlights:
In order to measure the campaign effectiveness, a holistic approach was followed by continuous monitoring the campaign in three phases: pre-campaign, during the campaign and post 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).
- Our equity as an independent newspaper rose among 18-25 years old from 78% (Dec 2016) to 94% (Nov 2017)
- Most improvement in our equity as an independent newspaper was seen in Nasik from 74% (Dec 2016) to 88% (Nov 2016) and in Aurangabad where it rose from 86% (Dec 2016) to 94% (Nov 2017)
- And our circulation went up by 9.2%
Way Forward: Market Research helped us soar to greater heights and with such a warm response from the readers, we are all set to break our own records by strengthening our equity in the region further,with another year into the Independent Newspaper campaign.