Research and considerable fieldwork are the grounds on which Divya Bhaskar has decided to launch an edition for Baroda. The edition will be launched in the first week of September 2004. From Bhaskar Group's Gujarati newspaper Divya Bhaskar, this would be the third edition from Gujarat. The cover price of Divya Bhaskar, Baroda edition would be in line with existing competition.
“We have conducted considerable research in Baroda to understand the market better,” informs Girish Agarwal, Director, Marketing, Divya Bhaskar, “Our research was done in two stages. In the first we studied, the current availability of newspapers in Baroda and whether people were satisfied. Our findings suggest that 92 per cent of the populace is either average or completely not satisfied with the newspapers presently available.”
The survey was conducted in three lakh households of Baroda city and two lakh in the nearing districts of Bharuch, Narmada, Panchmahal and Dahod. “This took us to the second stage, where we study more on what the people in Baroda want. Based on this, we will offer a tailor-made product that would cater to their tastes,” shares Agarwal.
The first round culminated on July 24 and the second, which is the order booking stage, commenced on July 27. In this round, Bhaskar would visit the entire five-lakh household it met in the first round, and will detail them on the outcome and the product offering. The necessary order booking would then follow.
Currently, Divya Bhaskar is present in 12 districts through their Ahmedabad and Surat edition. Ahmedabad edition covers entire North and Central Gujarat and Surat edition covers the entire South Gujarat. Speaking more on the need of a Baroda edition, Agarwal informs, “Newspapers just make minor changes and come out with the same edition for Ahmedabad and Baroda. This is the problem. These are two completely different sets of readers. Ahmedabad is more of a trading community and the Baroda reader has a more modern outlook. Our aim is to understand these differences and treat them accordingly.”
In context to pricing, he explains that since Divya Bhaskar is already an established brand, the group didn’t feel the need for invitational pricing. The main issue have 16 pages and there are various supplements everyday like Children’s Comic, Rasrang, Navrang etc. Most of the pages in main issue will be in colour.