DB Corp has announced the launch of its 7th edition of Dainik Divya Marathi from Amravati. With this launch, the company has expanded its presence to seven cities in Maharashtra, with seven editions in the region – Aurangabad, Nashik, Jalgaon, Ahmednagar, Solapur and Akola – and 66 editions across India.
Commenting on the launch at Amravati, Sudhir Agarwal, Managing Director, DB Corp said, “Another milestone has been created as we expand our presence in the state of Maharashtra with our 7th edition of Divya Marathi. In line with our launch strategy, which we adapted to the Amravati market, we focussed on expanding the readership base in the region, which is significantly under-penetrated.”
Amravati is the second largest city of the Vidarbha region after Nagpur and over time has emerged as the second most prominent education centre of Maharashtra after Pune. The region has a high literacy rate of over 93 per cent.
Although the launch planning was similar to that of other regions, the booking strategy did not only focus on self-generated responses, but also targeted the Vidharba region and areas around Amravati.
The launch was conducted in three broad phases, beginning with initial introductory branding through seeking views and feedback, crystallisation of feedback to develop and design product, and finally explore pricing and placing strategies of the product in the market. Corresponding to these phases, respective teams were mobilised to form the survey teams, visibility teams and the final implementation teams that were trained in communication skills, presentation skills, direct marketing skills, sales techniques and personality grooming.