Do’s of selling DNA –
i. Always use the identity of Bhaskar Group and Essel Group that is Zee TV .
ii. DNA your own creation –
a. Tell people that DNA is not a miracle; it has been created by them.
b. After taking the reviews from 11 lac houses the paper is designed as per their views, likes and dislikes.
c. Hence no question of disliking it since it has been created by you and your family yourself.
iii. DNA – A Complete Family Newspaper –
a. Findings after research was that 70% people wanted a family newspaper.
b. DNA has implemented this suggestion into practice and promises to be a family newspaper.
c. DNA newspaper has been categorized into 7 sections, they are –
1) Children Section – It will contain stories, cartoons, puzzles etc.
2) Teenagers section – It will contain various information regarding the competitive entrance exams, diploma
courses etc.
3) Classified Section – It will contain detail analysis for those who are seeking jobs, advertisements etc.
4) Housewives Section – It will contain cooking tips and recepies, beauty tips, housekeeping measures etc.
5) Businessmen Section – It will contain business news both national and international, local news, political
news, share market news etc.
DNA – The rising
6) Entertainment and Sports Section – It will contain national and international news on sports, Hollywood and Bollywood gupshup, horoscopes etc.
7) Granny Section – It will contain cultural and heritage talks.
Hence DNA will help to cater the needs of each and every individual in a single news paper.
iv. Price of DNA –
a. DNA will have same price all over the week.
v. DNA conceived as Mumbai’s first color newspaper with more than 40 pages.
vi. DNA will be readers friendly –
a. The language used in the paper would be easy to understand and swallow.
vii. Editorial Team –
a. A team of reputed journalists and writers are appointed to work.
b. For example – Pradeep Guha, Ayaz Menon etc.
viii. No advance payment.
ix. Offers and Gifts –
a. Inaugural Gift worth Rs.30
b. Unique privileges for entire family through DNA Founder Partner Gold Card.
x. Comment on 10% of total circulation revenue for first 6 months will be used for the charity for social causes in Mumbai.
Don’ts of selling DNA –
i. One must not say or comment that DNA is cheaper as compared to others –
a. Since it may lead to price war with other existing newspaper players in the market.
b. Since people may assume that lower the cost poor will be the quality.
ii. The Marketing Executives are not supposed to use the word “trial” –
a. Since it is not a trial product, instead of this ask the respondents to book DNA newspaper for 1 month and take prior decision after its usage.
b. For example – Sir/Madam try out DNA for 1 week.
iii. Never Disrespect your competitors –
a. That is while a Marketing Executive goes for order booking he or she is not supposed to compare DNA with any other paper, since it will create negative impression on minds of customers.
b. For example – one must not use the words like DNA will be better compare to Mumbai Mirror or any other name.
iv. No Begging / No Pleading –
a. That is while order booking one is not supposed to have an emotional appeal to customers.
b. For example – Sir, Please book DNA for 1 month, please sir…. If he denies try to convince them, if not it’s OK no need to harass them emotionally.
i. Always use the identity of Bhaskar Group and Essel Group that is Zee TV .
ii. DNA your own creation –
a. Tell people that DNA is not a miracle; it has been created by them.
b. After taking the reviews from 11 lac houses the paper is designed as per their views, likes and dislikes.
c. Hence no question of disliking it since it has been created by you and your family yourself.
iii. DNA – A Complete Family Newspaper –
a. Findings after research was that 70% people wanted a family newspaper.
b. DNA has implemented this suggestion into practice and promises to be a family newspaper.
c. DNA newspaper has been categorized into 7 sections, they are –
1) Children Section – It will contain stories, cartoons, puzzles etc.
2) Teenagers section – It will contain various information regarding the competitive entrance exams, diploma
courses etc.
3) Classified Section – It will contain detail analysis for those who are seeking jobs, advertisements etc.
4) Housewives Section – It will contain cooking tips and recepies, beauty tips, housekeeping measures etc.
5) Businessmen Section – It will contain business news both national and international, local news, political
news, share market news etc.
DNA – The rising
6) Entertainment and Sports Section – It will contain national and international news on sports, Hollywood and Bollywood gupshup, horoscopes etc.
7) Granny Section – It will contain cultural and heritage talks.
Hence DNA will help to cater the needs of each and every individual in a single news paper.
iv. Price of DNA –
a. DNA will have same price all over the week.
v. DNA conceived as Mumbai’s first color newspaper with more than 40 pages.
vi. DNA will be readers friendly –
a. The language used in the paper would be easy to understand and swallow.
vii. Editorial Team –
a. A team of reputed journalists and writers are appointed to work.
b. For example – Pradeep Guha, Ayaz Menon etc.
viii. No advance payment.
ix. Offers and Gifts –
a. Inaugural Gift worth Rs.30
b. Unique privileges for entire family through DNA Founder Partner Gold Card.
x. Comment on 10% of total circulation revenue for first 6 months will be used for the charity for social causes in Mumbai.
Don’ts of selling DNA –
i. One must not say or comment that DNA is cheaper as compared to others –
a. Since it may lead to price war with other existing newspaper players in the market.
b. Since people may assume that lower the cost poor will be the quality.
ii. The Marketing Executives are not supposed to use the word “trial” –
a. Since it is not a trial product, instead of this ask the respondents to book DNA newspaper for 1 month and take prior decision after its usage.
b. For example – Sir/Madam try out DNA for 1 week.
iii. Never Disrespect your competitors –
a. That is while a Marketing Executive goes for order booking he or she is not supposed to compare DNA with any other paper, since it will create negative impression on minds of customers.
b. For example – one must not use the words like DNA will be better compare to Mumbai Mirror or any other name.
iv. No Begging / No Pleading –
a. That is while order booking one is not supposed to have an emotional appeal to customers.
b. For example – Sir, Please book DNA for 1 month, please sir…. If he denies try to convince them, if not it’s OK no need to harass them emotionally.