Dainik Divya Marathi launches 7th edition in Amravati

The Marathi daily already has a presence in Aurangabad, Nashik, Jalgaon, Ahmednagar, Solapur and Akola

BestMediaInfo Bureau | Mumbai | August 13, 2013

DB Corp Limited (DBCL) has announced the launch of the 7th edition of Dainik Divya Marathi from Amravati. With this launch the company has expanded its presence to seven cities in Maharashtra covering Aurangabad, Nashik, Jalgaon, Ahmednagar, Solapur and Akola. Overall, the group has 66 editions across India.

Sudhir Agarwal, Managing Director, DBCL, said, “Another milestone has been created as we expand our presence in 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 in the Vidarbha region after Nagpur, and over time has emerged as the second most prominent education centre of Maharashtra after Pune.

Agarwal said, “Although the launch planning was similar to that of other regions, our booking strategy not only focused on self-generated responses but also targeted the Vidharba region and areas around Amravati. The region has a high literacy rate of over 93 per cent and a rapidly developing workforce supported by a growing and active business environment comprising large markets and retail formats, factories, hospitals, educations institutes, banks, telecom providers. It is a business centre to some of India's most reputed companies. Our study of Amravati showed a significant potential for DBCL to participate as a growth partner and play a dynamic role to propel Amravati's socio-economic progress.”

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 the product, and finally, exploring pricing and placing strategies 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 vigorously trained in communication skills, presentation skills, direct marketing skills, sales techniques and personality grooming.

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