Industry to analyse Dainik Bhaskar’s success case study

Industry to analyse Dainik Bhaskar’s success case study

Author | exchange4media News Service | Tuesday, Sep 18,2012 6:38 PM

Industry to analyse Dainik Bhaskar’s success case study

Dainik Bhaskar Group has placed the recently completed classroom case study of its Maharashtra success by IIM Bangalore, titled ‘Aspiring Growth’, for the industry to analyse and crack.

The case showcases the fast-paced expansion of the Group into 13 markets and the successful launch of Divya Marathi in Aurangabad, Maharashtra with five editions in a short span of time. The case leaves the reader with a pertinent question in the current scenario, ‘Which market/ territory / language should Dainik Bhaskar group enter next?’

Commenting on this initiative, Sanjeev Kotnala, Vice President, Dainik Bhaskar Group said, “Before the case was finalised, we had two classroom sessions at IIM Bangalore and the brand team raised a simple question – what if the case was to be solved by the media-advertising-marketing fraternity.”

For this, a contest has been designed that will follow a simple two-stage process. In stage one, teams need to send in a summary of recommendation and approach. In stage two, five to seven shortlisted teams will make a presentation to a jury of Bhaskar team, senior fraternity members and IIM Bangalore professor Seema Gupta, who has developed the case. The winner team stands to get Rs 1,00,000 as prize money.

“We debated this unique innovative contest with Prof Seema Gupta, who has been encouraging and excited by it. She agreed that this will make the case that much stronger for future classroom discussions. We, as a team, are gearing to hear some totally differentiated points of view and approaches as the professionals working within the industry definitely have an advantage,” added Kotnala.

The contest is open for registration and two people can form a team. Professionals from media, advertising, communication and marketing, and students of premier management institutes can participate.

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