If you thought that regional India wasn't a market textile and electronic manufacturers would look at, you couldn't be more off the mark. According to statistics released by Dainik Bhaskar, retail textile advertising has grown by 790 per cent in Dainik Bhaskar in the last one year at Jodhpur from 339 CC in the year 2000 to 3018 CC in the year 2001.
During the same period, Udaipur has witnessed a growth of 391 per cent in textile advertising from 368 CC in 2000 to 1807 in 2001. Similarly in Jaipur, the growth in textile advertising for Dainik Bhaskar has been around 130 per cent from 1870 CC to 4316 CC for the above-mentioned period. Similarly in the areas of television, refrigerators and other electronics products retail advertising, Dainik Bhaskar has shown a growth of 224 per cent in Jaipur, 197 per cent in Jodhpur and 57 per cent in Udaipur.
Although their billing was very high in the last calendar year, the growth of space selling in these areas of consumer durables during the current year clearly indicates that the potential of regional marketing has been tapped to the core for the current period.
"Realizing that these products are bound to enter the regional market in a year or two, we almost launched six editions in Rajasthan in a span of three years," says Girish Agarwal, director marketing, Dainik Bhaskar. In the past five years, Dainik Bhaskar has increased the number of editions from a mere nine to 19, in anticipation that economic liberalisation was bound to bring in produced premium goods to the densely populated market of North India, which constitutes 40 per cent of the country population.
In Rajasthan, Dainik Bhaskar entered the state via Jaipur. They soon spread their wings to Jodhpur, Udaipur, Bikaner, Ajmer and Kota. Citing an example of motorbikes, Girish Agarwal states, "Bajaj not only launched premium bikes costing Rs 95,000 each in these centres but also sold 2.41 lakh two-wheelers of all types in the month of October last year, majority of them in the regional market. This at a time when the whole world is talking about recession and downsizing."
According to a recent report from Zenith Optimedia, which looks at trends in global advertising expenditure, the Indian advertising industry could see a single digit positive growth in the coming year. The total advertising expenditure (calculated on the basis of current prices) which was Rs 71,312 million in 2000, showed a marginal increase to Rs 78,552 million this year, according to the report.
The report forecasts that ad spend will go up to Rs 85,931 million in 2002, and reach Rs 103,834 million in 2004. Estimated ad expenditure on print stood at Rs 35,064 million in 2000, and was Rs 38,217 million in 2001.This is expected to go up to Rs 41,419 million in 2002, and Rs 48,884 million in 2004.
Dainik Bhaskar believes in strong planning as also that they have to be number one wherever they operate. "In fact we created history by becoming number one paper in Jaipur on December 19, 1996, the very day we launched our Jaipur edition," says Girish Agarwal.
Interestingly, Media Research Users Council, christened their launch survey (conducted prior to the launch, where they took a sample size of over 2 lakh homes) as 'Project Pink'. They followed that by the launch of five other editions.
This success was chronicled by the Mudra Institute of Communication, Ahmedabad, in a case study which is due for release soon. According to the IRS 2001, 70.16 lakh people read Dainik Bhaskar all over Rajasthan, while 35.04 lakh are from the urban part of the state, which goes to prove that the regional market is as strong as the metro cities.
Circulation being the backbone of the newspaper industry, Dainik Bhaskar meticulously plans the circulation drive and sustains the product for at least six months before reaping advertising revenue from it, says Girish Agarwal.