SWOT ANALYSIS – DNA
STRENGTH –
• Brand Power – The 50:50 joint venture between 2 power names Dainik Bhaskar and Zee TV.
• Market Standing – Since Dainik Bhaskar is already diversified in various segments and has a strong presence in the market.
• First newspaper in the history of papers which is created by people themselves, that is designed by the views and opinions obtained from the research.
• Marketing Communication and Promotion – Aggressive Promotion.
• Language – DNA will have user friendly language.
• Subscription – DNA is known for its aggressive subscription drives. The publication has history of successfully leveraging subscription drives in market such as Gujarat, Rajasthan, and Chandigarh.
• Journalists – DNA has renowned and reputed journalists and writers like
Pradeep Guha, Ayaz Menon etc.
• Offers and Gifts – Free Founder Partner Gold Card, Inaugural Gift, No advance payment.
• A Complete Family Newspaper.
WEAKNESS –
• According to people, DNA failed to provide sample paper but from Company’s point of view they had created history.
• People commented – DNA’s advertising is dastardly and is not at all creative, since “Abusing is not creativity”. According to them showing ads where people who book DNA as intelligent and upcoming and those who don’t as nasty people are not in good taste. The newspaper should compete on their duty of reporting news rather than commenting who is doing right or wrong by subscribing to one paper.
OPPURTUNITIES –
• To achieve high market share in newspaper market.
• After creating their base in Mumbai market they can bring out different editions in different language at different places.
THREATS –
• All leading newspapers in market - Times of India, Hindustan Times, Mumbai Mirror.
• Threat from Hindi newspapers.
• Upcoming Newspaper - The Hindu, Calcutta based ABP.
STRENGTH –
• Brand Power – The 50:50 joint venture between 2 power names Dainik Bhaskar and Zee TV.
• Market Standing – Since Dainik Bhaskar is already diversified in various segments and has a strong presence in the market.
• First newspaper in the history of papers which is created by people themselves, that is designed by the views and opinions obtained from the research.
• Marketing Communication and Promotion – Aggressive Promotion.
• Language – DNA will have user friendly language.
• Subscription – DNA is known for its aggressive subscription drives. The publication has history of successfully leveraging subscription drives in market such as Gujarat, Rajasthan, and Chandigarh.
• Journalists – DNA has renowned and reputed journalists and writers like
Pradeep Guha, Ayaz Menon etc.
• Offers and Gifts – Free Founder Partner Gold Card, Inaugural Gift, No advance payment.
• A Complete Family Newspaper.
WEAKNESS –
• According to people, DNA failed to provide sample paper but from Company’s point of view they had created history.
• People commented – DNA’s advertising is dastardly and is not at all creative, since “Abusing is not creativity”. According to them showing ads where people who book DNA as intelligent and upcoming and those who don’t as nasty people are not in good taste. The newspaper should compete on their duty of reporting news rather than commenting who is doing right or wrong by subscribing to one paper.
OPPURTUNITIES –
• To achieve high market share in newspaper market.
• After creating their base in Mumbai market they can bring out different editions in different language at different places.
THREATS –
• All leading newspapers in market - Times of India, Hindustan Times, Mumbai Mirror.
• Threat from Hindi newspapers.
• Upcoming Newspaper - The Hindu, Calcutta based ABP.