Subject:Study the marketing network of Divya Bhaskar on the basis of an effective network of key stake holders. Submitted to :Prof.

ABHINAVA S. SING

Date of Submission :- 8th March, 2008. Submitted by :HARDIK B. KELAIYA HARDIK A. PA EL BHARGAV ". "HA#HAN MI ESH B. KAPADIYA LITRATURE REVIEW :16 !6 $ 1%

Mar etin! "et#or :A marketing network consists of the company and its supporting stakeholders (customers, employees, suppliers, distributors, retailers, ad agencies, university scientists and others). ith whom it has built mutually profitable business relationship. !ncreasingly competition is not between companies but between marketing networks with the price going to the company that has built the better network. "he operating principle is simple # build an effective network of relationship with key stake holders and profit will follow.

Im$ortance of Mar etin! "et#or :A marketing channel system is the particular set of marketing channels employed by a firm decisions about the marketing channel system are among the most critical facing management. $arketing networks also represents substantial opportunity cost. %ne of the chief roles of marketing channels is to converts potential buyers into profitable orders. $arketing networks must not serve markets they must also make market. !n managing its intermediaries the firm must decide how much effort to devote to push versus pull marketing. A $us% strate!y involves the manufacturer using its sales force and promotion money to induce

intermediaries to carry promote and sell the product to end users. &ush strategy is appropriate where there is low brand loyalty in a category, brand choice is made in the store, the product is an impulse item and product benefits are well understood. A $u&& strate!y involves the manufacturer using advertising and promotion to persuade consumers to ask intermediaries for the product thus inducing the intermediaries to ordering. &ull strategy is appropriate when there is high brand loyalty and high involvement in the category when people pensive difference between brands and when people choose the brand before they go to the store.

Ty$es of Mar etin! "et#or :$ainly there are four types of marketing network. '. ). +. ,. (etailing &rivate *abels holesaling $arket *ogistic

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Retai&in! :-

Retai&in! includes all the activities involved in selling goods or services directly to final consumers for personal non-business use. A retailer or retail store in any

business enterprise whose sales volume comes primarily from retailing. Ty$es of Retai&ers '. ). +. Specialty store. narrow product line Department store. several product lines Super market. large low cost, low margin, high volume, self-service store, design to meet, total needs for food and household precuts. /onvenience store. small store in residential area often, open ),01, limited line of high turnover convenience product. Departmental store. standard or its specialty merchandise low price, low margin, high volume stores. %ff-price retailer. *eftover goods, overruns, irregular merchandise sold at less than retail factory outlets, independent off-price retailers. Super store. 4uge selling space, routinely purchased food and household items plus services category killer steeples home depot etc. /atalog showroom. Broad selection of high markup, fast moving, brand name goods sold by catalog at discount.

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2.

3.

1.

5.

"rends in (etailing#') )) 6ew (etails forms and combinations. 7rowth of intertype competition

+) ,) 2) 3) )(

7rowth of organi8ed return 7rowth investment in technology &resence of $a9or 7lobal retailers Selling an e0perience not 9ust goods *ri+ate Labe&s :-

A private label brand is one retailer and wholesalers develop. &rivate labels are more profitable. !ntermediaries search for manufacturers with e0cess capacity who will produce the private motion and physical distribution are also much lower. "his means that the private brander can charge a lower price and yet make a higher profit margin. ,( W%o&esa&in! :-

holesaling includes all the activities involved in selling goods or services to those who buy for resale or business use. holesaling e0cludes manufacturers and farmers because they are engaged primarily in production and it e0cludes retailers. :unctions of ') )) +) ,) 2) holesaling #Selling and promoting Buying and assortment building Bulk breaking arehousing "ransportation

3) 1) 5) ;) "ypes of ') )) +) ,) 2) 3) -(

:inancing (isk bearing $arket information $anagement services and counseling holesaling #$erchant holesalers :ull service holesalers *imited Service wholesalers Brokers and agents $anufacturers and retailers branches and offices Speciali8ed wholesaler

Mar et Lo!istics :-

$anagers choose a set of warehouses and transportation careers that will deliver the goods to final destinations in the desired time or at the lowest total cost. &hysical distribution has now been e0panded into the broader concept of supply chain management. !t involves procuring the right inputs components and capital e<uipment converting into finished products and dispatching them to the final destinations. $arket logistics involves planning the infrastructure to meet demand then implementing and controlling the physical flows of materials and final goods from points of origin to points of use to meet customer re<uirements as a profit.

Steps of $arket logistics planning #') Deciding on the company=s value proposition to its customers. )) Deciding on the best channel design and network strategy for reaching the customers. +) Developing operational e0cellence in sales, forecasting, warehouse management, transportation management and materials management. ,) !mplementing the solution with the best information systems, e<uipment, policies and procedures.

A./UT DIV0A .1AS2AR :! $edia /orp *td. (!$/*) is a subsideary of DB /orp ltd. providing integrated internet and mobile interactive services. "he company has in its gamut the Dainik Bhaskar and Divya Bhaskar websites as well as !ndiainfo.com. "he company also has under its umbrella the mobile shortcode > 2,231 >.

3-345

"he wireless business vertical of ! $edia /orp *td deals with a variety of solutions over Short $essaging Services (S$S) and $ultimedia $essaging Services ($$S) standard and allied services. "he S$S shortcode >2,231> is available across !ndia and it allows sending messages including multimedia ob9ects (images, audio, video, rich te0t).

Indiainfo(com

!ndiainfo.com, a unit of DB /orp ltd., is an integrated internet platform, delivering real-time news, value-added content, and an e-commerce facility for consumers and businesses.

A comprehensive portal, it offers the latest in entertainment, lifestyle, interactive online community products (mail, message boards) and other information-based services.

.%as ar(com

Bhaskar.com is the leading 4indi news website reflecting the intrinsic dynamism of the bestselling Dainik Bhaskar daily newspaper. "he site presents news, views and analyses and is widely popular among 4indi-speaking 6eti8ens. Bhaskar.com has an overwhelming reach among the !ndian diaspora that is today considered as an important force in the world culture. "he site user base in !ndia too has been increasing steadily. A highlight of Bhaskar.com is its special features and reports as well as the interactivity that is built into the site.
Di+yab%as ar(co(in

Spurred by the success of the Divya Bhaskar newspaper, the Dainik Bhaskar group launched Diyabhaskar.co.in to reach out to the ever-growing 7u9arati-reading 6eti8ens across the world. "he site features news, views and specials in addition to interactive elements customised for the 7u9arati community.

D(.( 6R/U*S:D.B. group consist following groups.

1. 2. 3.

Dainik Bhaskar D6A (Daily 6ews ? Analysis) $@ :$

DAINIK BHASKAR D . 7/R* Ltd( has rocketed on to one of the top print media industry in !ndia with its flagship 4indi newspaper, Dainik Bhaskar, which achieved leadership position in $adhya &radesh in ';;). Sustaining its leadership position in $&, the newspaper forayed into the (a9asthan market in ';;3. "he Aaipur edition was launched in December the same year and si0 other editions were launched in the state in <uick succession -- taking the daily to the 6o. ' slot in (a9asthan as well. "he launch and ascendance of the newspaper in Aaipur has since become a sub9ect of study for leading !ndian business schools. Dainik Bhaskar was launched in /handigarh in Aune )BBB, a market that had till then not opened up to 4indi or regional language dailies. "oday, Dainik Bhaskar is the largest-read newspaper in /handigarh. Subse<uently, the group launched its edition in 4aryana and the newspaper is presently the 6o. ' daily in the state with a circulation of appro0 ).3 lakhs per day. DNA D B /orp *td. has also launched its Cnglish daily D6A from Ahmedabad and Surat as franchisee of Diligent $edia /orporation in 6ov. )BB1. "argeted at a young readership, D6A is the voice and soul of $umbai. "hrough news, views, analyses and interactivity, D6A

provides readers with a composite picture of $umbai and the world. !ts interactive platforms seek to bring the reader and surfer at the centre of its news activity. My FM !n a bid to leverage its towering presence in estern and 6orthern !ndian cities, the D B /%(& ltd. secured licences for '1 cities, in the states of $adhya &radesh, /hhatisgarh, (a9asthan, 7u9arat, &un9ab and $aharashtra through its wholly-owned subsidiary, Synergy $edia Cntertainment *td. $y :$, the :$ station that operates under the single fre<uence -;,.+ -- is currently on air in Aaipur, A9mer, Ddaipur, Bhopal, 7walior, !ndore, Bilaspur, Ahmedabad, Surat, 6agpur, /handigarh, Aalandhar and Amritsar.

./ARD /8 DIRE7T/RS - D . 7/R* &td(

SHRI. RAMESH "HANDRA AGAR&AL Chairman SHRI. S#DHIR AGAR&AL Managing Director SHRI. GIRISH AGAR&AL Director SHRI. PA&AN AGAR&AL Director SHRI. NI EN MALHAN Director

SHRI. A'AY PIRAMAL Director SHRI. PIY#SH PANDEY Director SHRI. K.". "H(&DHARY Director SHRI. ASH&ANI K#MAR B. SINGHAL Director SHRI. HARISH BI'((R Director

2E0 *ERS/"S :R D BHA NAGAR Vice President #SHAR "HI NIS Vice President, Finance PRADY#MAN MAHESH&ARI Editor and Chief Content Officer ASH# (SH PAREEKH National Creative ead SA"HIN VASHISH H National !ales and Mar"eting ead SA#RABH SINHA #$siness ead, %ireless ASHISH #PADHYAYA #$siness Develo&ment ead, e#'(

SERVI7ES :WIRELESS "he wireless business vertical of ! $edia /orp *td deals with a variety of solutions over Short $essaging Services (S$S) and $ultimedia $essaging Services ($$S) standard and allied services. "he S$S short code E2,231E is available across !ndia and it allows sending messages including multimedia ob9ects (images, audio, video, rich te0t). 3-345: 6eo!ra$%ica& Reac%# &an-!ndia !mportant markets# Bhopal, !ndore, 7walior, Aabalpur, (eva, Satna, (aipur, Bilaspur, Durg, Bhilai, Aaipur, Ddaipur, Fota, Aaisalmer, A9mer, :aridabad, /handigarh, Amritsar, Aalundhar, 6agpur, $umbai,

Ahmedabad, Surat, Baroda, (a9kot, Aamnagar 1its# %ver 2B,BBB per day

"otab&e $rojects#
So&e mobi&e $artner in India for t%e "e# Se+en Wonders of t%e Wor&d cam$ai!n Spearheaded the E!ndia Dnites for the "a9E campaign wherein S$S voting for inclusion of the "a9 $ahal in the new Seven onders list was done solely through 2,231 in !ndia. SMS u$dates for Western Rai&#ays# estern (ailways uses the shortcode 2,231 for its mobile S$S-based information systems. "he information thus includes train schedules, route details, results of e0aminations conducted by estern (ailways and so on. Astro&o!y# 2,231 provides Astro content to all the leading cellular service providers in the country. !t includes 8odiac predictions, compatibility metre, (ahu Falam et al. S%o$$in!# !n association with (ediff.com, 2,231 enables shopping for commodities though its S$S platform. "he facility is currently available in $umbai. "e#s# 2,231 provides news-based content to all the leading cellular service providers of the country. "his facility includes national news, international news, entertainment, stock market updates, sports news and local news. 7ontent for VAS 9Va&ue Added Ser+ices:# 2,231 provides valueadded content to all leading cellular service providers for their GAS related activities. "his includes over +BB keywords serving various content under categories like /ricket updates, Aokes, Shayaris, %pinion polls, S$S contests and *ifestyle tips. "hese value-added properties are also being accessed by a large

number of users as subscription-based services on a day-to-day basis from a range of around )B categories available, such as Shayari, :un, (omance, Huotes etc. Ser+ices to *rint; Radio; E&ectric media# 2,231 is providing its full support to the sister concerns within the Bhaskar group by being an instantaneous medium which can increase the reach and interactivity of the target group of our market through S$S contests, opinion polls, S$S feedback etc.

I"TER"ET
Delivering timely, need-based and relevant content over the enrich and empower our valued users. eb to

"he division with its flagship portal !ndiainfo.com also includes the following individual websites < Daini .%as ar (www.bhaskar.com) < Di+ya .%as ar (www.divyabhaskar.co.in) < My 8M (www.myfmindia.com)

DI6ITAL DELIVER0
"o provide an interactive endpoint for users in areas with ma9or footfalls. Build communities and capture their psychographic information to serve them pro-actively. "he system would provide# < 8ree internet access < e-S%o$$in! < e-Tic etin! < Do#n&oads < Tra+e&: Vacation Ideas < 7ity Info: Sightseeing, (estaurants, 4otels, < *ayment Ser+ices= et a&( e-6o+ernance

"o facilitate Clectronic 7overnance to improve transparency, speedy dissemination of information, higher administrative efficiency and improved public services in sectors through an integrated, one-stopshop service.
e-Documentation

:acilitate digitisation of legacy documentation and office automation leading to real-time processing of decisions. "he portfolio includes providing document management solution, conversion of legacy documentation into digitised format to facilitate real-time archiving and retrieving of documents at the click of the mouse. e-Education /onversion of various curriculums into multimedia course-ware that will assist computer-aided learning to students.

VISI/"

ith you... Cveryday, every time, everywhere

MISSI/"
!nformation is a constant necessity for every individual. !$/*=s continuous endeavour is to provide I>ust-in-time= information to anyone, at anytime and anywhere through a medium that is always onJ and handy.

*R/*/SED MET1/D/L/60 :&rimary data will be collected in five ways are as under #'. ). +. ,. 2. %bservation :ocus groups Surveys Behavioral data C0periments

e have a choice of three main research instruments in collecting primary data. '. ). +. ': Huestionnaires Hualitative measures $echanical devices

?uestionnaires :-

A <uestionnaire consist of set of <uestions presented to respondents because of its fle0ibility the <uestionnaire is by far the most common instrument used to collect primary data. ): ?ua&itati+e measures :Some marketers prefer more <ualitative methods for gauging consumer opinion because consumer actions do not always match their answers to survey <uestions. ,: Mec%anica& De+ices :$echanical devices are occasionally used in marketing research for e0ample, galvanometers can measure the interest or emotions aroused by e0posure to a specific ad or picture.

Sam$&in! *&an Sampling plan consist of three decisions are as follows# '. Sampling unit ( ho is to be surveyedE) ). Sample si8e (4ow many &eople should be surveyedE) +. Sampling procedures (4ow should be respondent be chosenE) 7ontact Met%ods /ontacts methods consist of four methods which are as follows # '. $ail Huestionnaire ). "elephone !nterview +. &ersonal !nterview ,. %n-line !nterview e will select &ersonal !nterview $ethod for contact. :or study of marketing network of Divya Bhaskar we will follow network as below # '. ). +. ,. 2. (etailing &rivate *abels holesaling $arket *ogistic /onsumer