Dainik Bhaskar strengthens its presence in Maharashtra; Launches Divya Marathi - Nasik Edition
The Group has received and overwhelming response from the city as the edition designed as per the research directions hit the market. In keeping with its launch tradition and leadership momentum of previous launches, Dainik Divya Marathi has once again, been welcomed with great enthusiasm and eagerness, by readers in Nasik and has emerged as the most popular newspaper in the city from day 1 of its launch.
Commenting on the successful launch, Sudhir Agarwal, Managing Director, DB Corp Limited said, "Nashik is one of the major cities of Maharashtra and a key agricultural and industrial hub, and therefore our successful launch in the city is extremely significant to our growth strategy. The city is one of Maharashtra's growth engines with strong economic potential. Consequently, our launch planning, market analysis, audience classification, product development and research planning and execution were all developed keeping in mind our single objective of creating a very strong product with high quality content, addressing not only every reader's information needs but also an unbiased vehicle to support Nasik's economic development. We are excited with the launch of our 62nd edition and look forward to consolidating our presence in the region."
In Nasik prior to launch of Divya Marathi, the Group had contacted 1,84,000 households under its well known robust Twin Contact Program, which helped map an in-depth understanding of the readership patterns in the city. It also showed that Nasik wanted a newspaper free from political influence. Hence, Divya Marathi has been launched with the promise of "Unbiased Courageous Journalism' and independent voice in Maharashtra.
Commenting on the success, Hemant Arora, Chief Office- Marketing and Corporate Sales, Dainik Bhaskar Group said, "At Dainik Bhaskar Group, we always strive to understand the reader and their requirements. We have done this again in Nasik. Intensive market analysis, rigorous project planning and sharp marketing and branding campaign supported Nasik Launch,"
The Nasik project has also been accomplished in 2 phases ' Phase I: covering intensive door-to-door surveys to collate readers' feedback and views on content, design and expectations of readers. Over 1,84,000 units, including households and commercial establishments, were covered as part of the pre-launch surveys in Nasik.
In Phase 2 households in the city were visited to book orders and generate subscriptions. Significant emphasis was given on market research team development, grooming, intensively training executives for door-to-door survey covering a plethora of communication aspects such as introduction, presentation, personality grooming, discussion techniques, conducting research, selling skills and various other issues.
Similar to the Aurangabad launch, a powerful branding campaign supported the launch and announced the progress of the survey at every stage ' "Tumchi Marji Janoon Ghyayla Yetoye" (We are coming to know your opinion/wishes!) and "Na Sattechi, Na Mastichi, Aata Chalel Tumchi Marji" (No political propaganda, nor any media hype, now our opinions will matter! )
The launch function was graced by Rajnath Singh, Jaiprakash Jaiswal, Chakan Bhujbal, Raj Thakrey and Ajit Wadekar.