DB Corp Ltd (DBCL) has announced the launch of its Marathi newspaper Dainik Divya Marathi from Nashik, Maharashtra. With Dainik Divya Marathi’s second edition launch in Nashik, DB Corp Ltd will extend its reach to major cities of Maharashtra – Aurangabad and Nashik. Prior to its 62nd edition launch from Nashik, DBCL had launched the 60th edition of its publication from Aurangabad in May 2011.
Commenting on the launch, Sudhir Agarwal, Managing Director, DB Corp Ltd, 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.”
The Nasik project has also been accomplished in two phases – Phase I: covering intensive door-to-door surveys to collate readers’ feedback and views on content, design and expectations of readers. Over 184,000 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! )