Transcript
Summer Internship Project
OUTLOOKA Study of Consumer Buying Behavior and Market
potential for Outlook
Submitted in partial fulfillment of PGDM program2010-12
Submitted byPriyanka Bhutani
018040
Corporate Mentor Faculty MentorMr. Madhusudhan Mehr Ms. Sukhmani BhardwajDesignation, Company Designation
Apeejay School of ManagementNew DelhiJuly 2011
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CERTIFICATE
This is to certify that the project work done on the topic “To study the factors that
influence the purchase of outlook magazines” Submitted to Apeejay School of
Management, Dwarka by Priyanka Bhutani, PGDM, 018040, in partial fulfillment
of the requirement for the award of PG Diploma in Business Management, is a
bona fide work carried out by him/her under my supervision and guidance. This
work has not been submitted anywhere else for any other degree/diploma. The
original work was carried out during internship from 2nd May, 2011 to 30th June,
2011 in Outlook Publishing India Pvt Ltd.
Date:
Seal/Stamp of the Organization Ms. Sukhmani Bhardwaj Assistant Professor
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ACKNOWLEDGEMENT
I acknowledge, with heartfelt gratitude, the whole-hearted support of Mr.
Madhusudhan Meher (Team Leader, OUTLOOK Group) for his kind
motivation and guidance to design, undertake and accomplish the study and
the project. I would also like to thank OUTLOOK Group for the training
program and for the knowledge which I’ve gained during the session.
My obligation to Ms. Sukhmani Bharadwaj (Project Mentor, Apeejay
School of Management) and other faculty members is immense for their
vision to motivate me to identify the appropriate topic and forum to
undertake the study in the desired manner.
PRIYANKA BHUTANI
018040
PGDM
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TABLE OF CONTENTS
S.No Title Pg no
1. Executive Summary 7
2.Introduction
9
3.Company Profile
i. Backgroundii. Promoters
iii. Vision and missioniv. Organizational structurev. Products
vi. Promotional offersvii. Marketing strategies
viii. Competitors
13
4. About the project 46
5 Research methodology 50
6.Findings
52
7. Conclusions 54
8. Recommendations 55
9. Bibliography 56
10. Appendix 57
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.
LIST OF TABLES
Sr no. List Page no.
1. Analysis of market share 12
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EXECUTIVE SUMMARY
The two main objectives of any publishing group are:
To increase Geographic Dispersion / Circulation
To Improve Readership profile
This is because the main source of revenue for any publishing group is
advertising and an advertiser would like to know the facts and figures before
investing his money in advertising.
Outlook is part of the Rajan Raheja Group which made its beginning in the
construction business and after building a huge presence in the market, the
Group diversified laterally into manufacturing, financial services and media.
The magazine division of Outlook consists of 11 magazines; Outlook
magazine, GEO, Marie Claire, outlook traveler, outlook money, outlook
people, outlook profit, outlook business, news week, business week, career
360.
The main objective of the project was to study the factors that influence the
purchase of outlook magazine in customers; another aim was to identify the
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segments that purchase the magazine and increase the company’s sale at the
same time.
The main factors identified which affect the purchase:
o Cultural factor- social class, culture, subculture
o Social factors- reference groups, roles status
o Personal factors- age, occupation, lifestyle
o Psychological factors- perception
Every society possesses some kind of social class. Outlook hence tailored its
marketing activities and came up with different segments of magazines
which are specially meant to cater a particular area of interest. For instance
outlook money is specifically targeted towards the people, who are
interested in share market.
Sometimes personal factor of an individual too influence the purchase of
outlook magazine. Like the people who have a bend towards getting the
know-how about lifestyle, produces the purchase for outlook Marie Claire.
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CHAPTER 1
INTRODUCTION
General Introduction about Print Media Industry:
Print Media, as anyone can understand is one of the most important factors
coming through in the way a nation works. Newspapers, magazines, books
etc. are ready by a lot of people and are certainly one of the most trusted
mediums of National and International News. India has a vast array of
Print Media with Thousands of Magazines and Newspapers in
circulation. Top Notch Journalism, great reporting, press unity and very
strong network is what makes Print Media so much of a success even today
in the age of Television and the Internet. It is also said that Print Media also
helped literacy and undoubtedly the General Knowledge of the average
person in India.
Industry profile
a) Origin and development of the industry:
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The first printed newspaper appeared in Peiking (Beijing) in the 8th century
A.D. The Chinese did the printing using separate wooden block for type,
which could be used over & over again. The Koreans also followed the
Chinese. Printing ink & paper were developed in china & Egypt. But the
whole process of printing had a stunted growth in Asia. Europeans, on the
other hand, used the new process on large scale. They benefited from the
popularization of printing, which led to the advent of affordable books
&popular newspaper. This also led to the democratization of communication
The very first newspaper in the US was Public Occurrences-Foreign
&Domestic, published by Benjamin Harris, a bookseller in Boston, in 1690.
Harris could not continue publication as he was imprisoned by the British
authorities for printing without prior consent. Then another news paper
came, the Boston Newsletter in 1704. James Franklin, brother of Benjamin
Franklin, published the New England Courant in 1721.
FIRST PRINTING PRESS IN INDIA:-
The first printing press arrived in India on 6th September 1556 & was
installed at the college of St. Paul in Goa.
THE FIRST INDIAN NEWSPAPER:-
First printed newspaper of India was in English edited & published by James
Augustus Hicky, an employee of East India Company. It was named Bengal
Gazette which came out on 29th January 1780.
Soon many other weeklies &monthlies such as Indian Gazette, Calcutta
Journal, Bengal Harakaru, John Bull in the East came out during the 17th &
18th century.
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THE MAJOR INDIAN LANGUAGE NEWSPAPER
‘Digdarshan’ was the first Indian language newspaper. It started in April
1818 by the Serampur missionaries William Carcy, Joshua Marshman &
William Ward.
They soon started another journal in June of the same year & named it
“Samachar Darpan”. The famous Raja Ram Mohan Roy also brought out
periodicals in English, Bengali & Persian. Some of Roy’s papers were
‘SambadKaumadi’, ‘Brahmical Magazine’, ‘Mirat-ul-Akhbar’, and
‘Bangadoota’ & ‘Bengali’.
b) Growth and present status of the industry:
Generally speaking, journalism is flourishing in India today. The Indian
language newspapers have overtaken the English newspapers in number &
circulation. The highest circulation till the 1990‘s was enjoyed by the
English newspapers despite the fact that less than 5 percent of the population
of India claim English as their mother tongue. English is still the medium of
instruction in colleges & many prominent schools.
It is also the language of administration, although state governments have
introduced legislation in favor of local government.
Hindi newspapers have the largest total circulation in India. Hindi is the
main language of 10 Indian states- Bihar, Chattisgarh, Delhi, Haryana,
Himachal Pradesh, Jharkhand, Madhya Pradesh, Rajasthan, Uttranchal and
Uttar Pradesh.
Certain trends in communication & journalism throughout the modern world
prompted several sociologists & media experts to discuss the desirability of
re-evaluating the trends in the light of basic issues. In other words, back to
the basics say the experts. This is where Gandhi becomes relevant. High
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technology is good, but if it does not enable us to solve basic problems
confronting the succeed in catering to the greed of a few to the exclusion of
the need of the many-as it has done through the recent decades and in all
countries that experienced colonial subjugation in the past.
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c) Future of the industry:
The Print media sector is one of the fastest growing sectors in India. The
publishing and media sector is significant for India in terms of the value of
the market and also in terms of employment. For the Indian Union, the
sector is particularly important because of its contribution to and relationship
with European culture –the publishing and media sector is central to creating
and strengthening India’s identity. The fortunes of publishing and media are
closely linked to the strength of the underlying economy because of
revenues resulting from advertising and end-user spending. Consequently,
the sector saw boom times in the 1990s but was adversely affected at the
turn of the millennium by the bursting of the dot.com bubble, the
restructuring in the telecommunications sector and the general downturn in
the global economy.
Analysis of market share of Outlook during last years:
YEAR PERCENTAGE2005 13.5%2006 16.5%2007 19%2008 21.5%2009 25%
The company has grown marginally lower rate of 15% from past 5 years. In
the present market situation INDIA TODAY is capturing the major share
of 32%, which is followed by THE WEEK & OUTLOOK. Majority of the
respondent are influenced to buy the for the purpose of cover story and the
contents in the magazines.
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CHAPTER 2
COMPANY PROFILE
It's an entrepreneurial journey that has spanned both 'old' and 'new'
economies -- building successful brick-and-mortar businesses to exploring
the frontier world of convergence technologies. About a quarter-century
before the onset of the ICE age, the Rajan Raheja Group made its beginning
in the construction business. After building a huge presence in the realty
market, the Group diversified laterally into manufacturing, financial services
and media -- each venture initiated, and executed, to fulfil the objective of
assuming leadership in core areas.
The list of the Group's successes is long and eclectic. Today, H&R Johnson
(India) Limited is the top name in ceramic tiles in India. Exide is the
strongest brand of batteries in the automotive and industrial field. Supreme
Petrochemicals is the largest processor of plastic materials in India.
The Group also joined hands with Oberoi Hotels as co-promoters of Trident
Hotels and luxury resort Rajvilas, which Conde Nast Traveller ranked as one
of the 25 best villa hideaways in the world.
Other triumphs include Templeton Asset Management (India) Ltd, a venture
with the Templeton Group which manages funds worth $220 billion; Prism
Cement Ltd, with a production capacity of 2.1 million tonnes; and Sonata
Software, a leading name in this cutting-edge field. As owners and operators
of a fibre optic cable network in Kerala through Asianet Satellite
Communications, the group is also a significant stakeholder in the growing
convergence business in India.
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The Outlook Umbrella
PRINT MEDIA
Outlook: In October 1995, group company Hathway Investments Private
Limited entered the print media. Outlook, a weekly newsmagazine headed
by Vinod Mehta, galvanized a sluggish market reeling under the impact of
satellite TV. Outlook quickly carved a significant niche for itself among
discerning readers who value its in-depth, investigative reporting as well as
its stylish visual format. Known to be fiercely independent, Outlook has
shaken the establishment on events ranging from Kargil to Kashmir to
cricket, sensitised the reading public to important issues like big dams,
education and gender, and provided an unremitting focus on South Asian
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Outlook English
Outlook Hindi
Outlook Money
Outlook Traveler
Outlook English
Outlook Hindi
Outlook Money
Outlook Traveler
Magazine divisionMagazine division Internet divisionInternet division Events divisionEvents division Books divisionBooks division
outlookindia.com
outlookmoney.com
outlooktraveller.com
outlookindia.com
outlookmoney.com
outlooktraveller.com
Outlook Money
Personal fin. show
OLM awards
Outlook Money
Personal fin. show
OLM awards
OLT Getaways
OLM Guides
Outlook Classis
OLT Getaways
OLM Guides
Outlook Classis
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geopolitics. Today, Outlook is the preferred magazine of 1.5 million readers
in India, and sells more than 11.2 million copies over the year.
Outlook Money: In July 1998, the Group launched "Intelligent Investor" re-
christened as "OUTLOOK MONEY" as of 30-Nov-2002, India's first
personal finance magazine, which offers sound strategies for the lay
investor, especially the growing segment of salaried middle and upper
middle-class and self-employed professionals. Its message is clear and
simple: 'Invest well, borrow wisely, spend smartly'. Evidently, that message
has gone down well: the magazine sold upwards of 1,00,000 copies a
fortnight within a year. One of its distinguishing characteristics is that about
93 per cent of readers retain all past issues of Outlook Money.
Outlook Traveller: Outlook Traveller is a monthly magazine from the stable
of Outlook Publishing India Pvt. Limited and the only significant magazine
aimed at the travel reader. Every month since June 2001 OT has introduced
readers to the wonders of unknown destinations while also encouraging
travellers to take a fresh look at familiar places. Whether people are planning
a holiday, or simply dreaming of one, Outlook Traveller continues to take
them closer.
Outlook Saptahik: Outlook Saptahik, a weekly newsmagazine, was launched
in October 2002 to establish significant presence amongst the vast Hindi
reading audience. The product targets the evolved Hindi reader keeping their
interests, realities & aspirations in mind. Outlook Saptahik retains the core
strengths of Outlook with objective, fiercely impartial and bold journalism,
while brandishing its own identity through a strong parallel editorial. The
magazine is empathetic to its target audience & is not a translation of its
English counterpart.
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WEB MEDIA
outlookindia.com: In 1998, Outlook went online as outlookindia.com,
drawing into its fold the vast, nascent readership of expatriate Indians.
outlookindia.com is both Outlook magazine's home on the Internet and an
online publication. Apart from Outlook's print edition in its entirety -
supplemented with links to related articles on its own site and elsewhere on
the Web - outlookindia.com also offers an array of original Web-only
columns and and news updates every day with a very lively interactive
section.
outlooktraveller.com: Inaugurated as a web resource in 2000, this travel
Website has since come a long way. Outlook traveller began by opening up
new vistas in web-driven vacation planning, with its highly focused editorial
features on an array of destinations. Still a highlight of the website, these are
supported by tools and resources that make putting together your holiday a
breeze ? from selecting your destination, to choosing your mode of transport,
finding your way around the map, selecting a place to stay to catching the
local festivities, plus ferreting out the nearest ATM, fuel stop or cybercafe.
Here there is something for everyone; themed vacation ideas from 'A for
adventure' to 'W for wildlife', honeymooners dream destinations, foodies
delights, first-person travelogues, a message room where you can exchange
notes or ask us for more info that you want? And don't forget to book your
copies of our international award-winning bestsellers from Outlook
Traveller Getaways, available at a special price when you order on the
website. If you want a sneak preview, there're excerpts from the guide books
by renowned authors, including the likes of Prabhu Ghate, Ruskin Bond and
Jug Suraiya.
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outlookmoney.com: outlookmoney.com takes forward the philosophy and
beliefs ushered in by Intelligent Investor (the personal finance magazine that
was launched in mid-1998, now known as Outlook Money). The site has six
channels -- Stocks, Mutual Funds, Loans, Retirement Planning, Taxation
and Insurance -- that address broad areas of the personal finance spectrum.
Outlookmoney.com comes with many interactive tools. The Loans channel
alone sports calculators that do all the number crunching a visitor may want
on home, car, personal or equity loans. outlookmoney.com seeks to provide
total solutions to personal finance issues -- from disseminating information
to providing avenues for e-commerce transactions.
BOOKS DIVISION: Outlook Traveler Getaway Series
After successful detour into travel with our travel monthly magazine
"OUTLOOK Traveler", the concept of a series "OUTLOOK traveler
Getaways" was conceived to provide authentic, well researched information
compiled into "topical" reference books.
Getaway has produced a range of travel guides for the Indian traveler,
beginning with the prize-winning best-seller Weekend Breaks from Delhi.
52 Weekend breaks from Delhi: June 2002 the first title proved to be a
landmark in travel books publishing. It was the first travel guide in India that
highlighted the concept of a weekend break, addressing the significant
changes in urban work styles and in the tourism industry over the 15 years.
By encouraging a new concept in traveling that of a weekend holiday, this
book has made a path-breaking contribution to the growth and expansion of
the Indian tourism industry in general. Weekend Breaks from Delhi went
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through four additional reprints before its second edition was launched early
in 2004.
Weekend breaks from Delhi 2nd edition: January 2004
Weekend breaks from Mumbai: April 2003
Weekend breaks from Bangalore: September 2003
Holidays in the Hills: June 2003
Heritage Holidays in North & Central India: February 2004
The Layman's Guide to Insurance: The Layman's Guide to Insurance lets a
in on facts most insurers and agents shy away from. A handy book to have
by your side while buying all kinds of life and non-life insurance, it explains
the covers relevant to you, tells you how much to buy, points out the fine
print and gives useful tips so that you get your money's worth of insurance.
The Layman's Guide to Mutual Funds
The Layman's Guide to Mutual Funds tells you everything you need to know
to hitch a profitable ride on these low-maintenance investment vehicles: the
expansive bouquet of products on offer, the important investment decisions
you need to make, the strategies to adopt to squeeze out extra returns, the
players in the market, and much more.
EVENTS DIVISION
Department of Tourism, Government of India Award, National
Tourism Award 2001-2002 awarded to OUTLOOK Traveller for
Excellence in Publication.
OUTLOOK Traveller " 75 Holidays in the Hills" won the 2004,
PATA Gold Award
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In 2002-2003 the Government of India recognized "Outlook Traveller
Getaways" as the " Best Travel Publication".
Weekend breaks from Delhi was in the BESTSELLERS top three,
non fiction category for 14 consecutive weeks in North India
Weekend breaks from Mumbai was in the BESTSELLERS list top
three for 8 consecutive weeks in West India
Outlook Money Awards:
The awards started in 2002, and are presented to the best in the following
key personal areas:
Value-Creating Companies
Wealth Creators(Mutual Funds)
Banks
Online Brokers
Home Financiers
Hall of Fame
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JAN 12, 2011
Outlook Money Awards
They make people’s money talk. But it was talk back time for banks and the
insurance, mutual funds and e-brokering industry. The best among them
were honoured with Outlook Money Awards in Mumbai. Giving away the
awards
Winners in the different categories are:
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Outlook Money 2010 Awards
Award Winner Runner Up
Best Bank HDFC Bank Ltd Indian Bank
Best Home Loan Provider
Punjab National BankState Bank Of India, Union Bank Of India
Best Home Loan Provider
Punjab National Bank Indian Bank
Best Life InsurerLife Insurance Corporation
Of IndiaSBI Life Insurance
Co.
Best e-Brokerage ICICIdirect.com HDFC Securities Ltd
Best Fund HouseReliance Capital Asset
Management Ltd.Birla Sun Life Asset Management Co. Ltd
Best Equity Fund House
DSP BlackRock Investment Managers Pvt Ltd
Reliance Capital Asset Management
Ltd.
Best Debt Fund House
Birla Sun Life Asset Management Co. Ltd
Best Value Creator - Large Cap
Mphasis Asian Paints
Best Value Creator - Mid Cap
Coromandel InternationalColgate - Palmolive
(India)
Best Fund Manager (equity)
Prashant Jain (HDFC)Harsha Upadhyaya
(UTI)
Best Fund Manager (Debt)
Deepak Agrawal (Kotak) -
Hall Of Fame Dr. Bimal Jalan
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PROMOTERS
OUTLOOK STAFF
EDITOR-IN-CHIEF
Vinod Mehta
Publisher: Maheshwer Peri
Editor: Krishna Prasad
Executive Editor: Bishwadeep Moitra
Managing Editor: Nandini Mehta
Foreign Editor: Ajaz Ashraf
Business Editor: Sunit Arora
Senior Editors: Ajith Pillai, Sunil Menon, Anjali Puri
Political Editor: Smita Gupta
Bureau Chiefs: Saba Naqvi Bhaumik (Delhi) Smruti Koppikar (Mumbai)
Books Editor: Sheela Reddy
Photo Editor: T. Narayan
Sr Assistant Editor: S.B. Easwaran
Associate Foreign Editor: Pranay Sharma
Assistant Editors: Namrata Joshi, Manisha Saroop, Arindam Mukherjee,
Lola Nayar, Anuradha Raman
www.outlookindia.com
Editor: Sundeep Dougal
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IT-Manager: Raman Awasthi
Software Engineers: Anwar Ahmad Khan, Manav Mishra
Web Designer: Praveen Uprety
Senior Special Correspondents:
Saikat Datta, Arti Sharma
Special Correspondents:
Rohit Mahajan, Pragya Singh, Chandrani Banerjee, Amba Batra Bakshi
Correspondent:
Shruti Ravindran, Debarshi Dasgupta, Omair Ahmad
Mumbai: Payal Kapadia
Kolkata: Dola Mitra
Bangalore: Sugata Srinivasaraju (Associate Editor, South)
Chennai: Pushpa Iyengar (Bureau Chief)
Chandigarh: Chander Suta Dogra (Bureau Chief, North)
Bhopal: K.S. Shaini
Copy Desk:
Sasi Nair (Deputy Copy Editor), Paromita Mukhopadhyay, Saikat Niyogi
Photographers:
Narendra Bisht (Deputy Photo Editor)
Jitender Gupta (Chief Photographer)
Tribhuvan Tiwari, Dinesh Parab, Apoorva Guptay, Sandipan Chatterjee,
Apoorva Salkade, S. Rakshit (Senior Coordinator), J.S. Adhikari (Photo-
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researcher)
Design:
Deepak Sharma (Art Director), Bonita Vaz-Shimray, Ashish Bagchi,
Tanmoy Chakraborty (Graphics Editor), Devi Prasad, Padam Gupta
Promotions: Ashish Rozario
Illustrator: Sandeep Adhwaryu, Sorit
Editorial Manager: Sasidharan Kollery
Library: Alka Gupta
BUSINESS OFFICE:
President: Suresh Selvaraj
Vice President (Circulation): Niraj Rawlley
General Managers : Kabir Khattar (Corp), Sushmita Gupta (North),
Rajeshwari Chowdhury (West), Swaroop Rao (Bangalore), Moushumi
Banerjee Ghosh (East), Uma Srinivasan (Chennai), Arokia Raj (Circ South),
B.S Johar (Subs)
National Heads:
Himanshu Pandey (Business Development), Alex Joseph (Retail), Shrutika
Dewan (Brand & Marketing)
Asst General Managers :
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Chetan Budhiraja, Mukesh Lakhanpal
Zonal Sales Managers : Anindya Banerjee, Indranil Ganguly, Ramesh
Senior Managers: Anjeet Trivedi, Chetana Shetty, Deshraj Jaswal, Gopal
K. Iyer, Kartiki Jha, Keshav Sharma, Pankaj Sahni, Rajendra Kurup, Sanjay
Narang, Shashank Dixit, Shekhar Pandey
Managers: Ashish Arora, Ashwin Gajelli, M. Suneel Raju, Sumit Chhabra,
Vinod Joshi, Anamika Nath (Brand)
Head Office
AB-10, S.J. Enclave, New Delhi - 110 029
Tel: 26191421; Fax: 26191420
E-mail: outlook at the rate outlookindia dot com
OTHER OFFICES
Mumbai Tel: 3061 2222
Kolkata Tel: 4008 5012
Chennai Tel: 2858 2250/51; Telefax: 28582250
Bangalore Tel: 2558 2806/07; Fax: 25582810
Hyderabad Tel: 040-23371144 & 040-23375776; Telefax: 040-23375676
Printed and published by Maheshwer Peri on behalf of Outlook Publishing
(India) Pvt. Ltd.
Editor: Vinod Mehta. Printed at IPP Limited, Phase-II, Noida and
published from AB-10, S.J. Enclave, New Delhi-110 029
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VISION AND MISSION
MISSION
“To deliver superior value to our customers, shareholders, employees, and
society at large”
VISION
“To be a premium global conglomerate with a clear focus on the business”
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ORGANISATION STRUCTURE
Outlook has a geographical departmentalization organization structure
whereby each region is dealt with their respective geographic department.
The main corporate office is at AB-10, S.J. Enclave.
Other main branches are Mumbai
Kolkata
Hydrabad
Chennai
Bangalore
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Head office
DELHI
MUMBAIKOLKATA HYDRABAD CHENNAI BANGALOR
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FUNCTIONAL DEPARTMENTS OF OUTLOOK
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OUTLOOK
ADMINISTRATIVE
DEPARTMENT
MARKETING DEPARTMENT
ACCOUNTS DEPARTMENT
PRODUCT DESIGNING
DEPARTMENT
HUMAN RESOURCE
DEPARTMENT
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ABOUT THE PRODUCTS
OUTLOOK ENGLISH
Outlook is one of India's four top-selling English weekly newsmagazines.
Like many other Indian magazines it is reluctant to reveal its circulation, but
the 2007 National Readership Survey suggested 1.5 million copies.
Outlook's competitors are India Today, The Week, and Tehelka. It contains
the overall news around.
Writers for Outlook includes Bhaichand Patel, Rakesh Kalshian, Uri
Avnery, George Monbiot, Daniel Lak, Ashok K. Mehta, B. Raman, Anil
Dharker, Saeed Naqvi,Ramachandra Guha, Prabhu Ghate and Andrew
Whitehead.
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OUTLOOK GEO
GEO is a family of educational monthly magazines similar to the National
Geographic magazine. It is known for its profound reports, which are
accompanied by opulent pictures.
The first edition appeared in Germany in 1976. Since then, the magazine has
been published in Bulgaria, Croatia,Czech
Republic, Estonia, Finland, France, Greece,Hungary, India [1], Italy, Japan, K
orea, Lithuania, Latvia,Romania, Russia, Slovakia, Slovenia, Spain, Turkey
and the United States. The current circulation figure in France and Germany
is over 500,000.
GEO is published by Gruner &Jahr, a publishing house owned
by Bertelsmann.
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OUTLOOK MARIE CLAIRE
Marie Claire is a monthly women's magazine first published in France but
also distributed in other countries with editions specific to them and in their
languages. While each country shares its own special voice with its
audience, the United States edition focuses on women around the world and
several worldwide issues. The magazine also covers health, beauty,
and fashion topics.
OUTLOOK TRAVELLER
Outlook Traveller is a monthly magazine from the stable of Outlook
Publishing India Pvt. Limited and the only significant magazine aimed at the
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travel reader. Whether people are planning a holiday, or simply dreaming of
one, Outlook Traveler continues to take them closer.
OUTLOOK MONEY
This magazine comprises the information related to investments, targets the
customers who seek the information relating to share market etc.
OUTLOOK PEOPLE
It is a fortnight magazine containing all the stuff about the celebrities, guest
talks, their interviews. All the latest happening about the people in limelight,
be it a boll wood star, politician, minister, all this falls in its content.
OUTLOOK BUSINESS
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Outlook business magazine is a monthly magazine contains the overall
information of the business world.
OUTLOOK PROFIT
The Outlook Profit magazine is an india based business magazine, it is a
fortnightly edition that packs market intelligence & incisive analysis of the
stock market, while capturing emerging trends & tracking market experts &
their moves.
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OUTLOOK BUSINESSWEEK
Initially, the magazine published sections that included topics such as
marketing, labor, finance, and management, among
others. Consequently, Business Week pioneered the action of covering
national political issues.
OUTLOOK NEWSWEEK
Newsweek, the international newsmagazine has partnered with The Outlook
Group for marketing & sales in India. Newsweek offers comprehensive
coverage of world events with a global network of correspondents, reporters
and editors covering national and international affairs, business, science and
technology, society and arts and entertainment. It is truly a magazine, which
fuels the global perspective. It has won several awards & accolades, which
makes it the best newsmagazine worldwide.
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PROMOTIONAL OFFERS
For GEO:
For people:
For outlook English:
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For outlook profit:
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For news week:
For outlook money:
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For outlook traveler:
For career 360:
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For marie Claire:
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MARKETING STRATEGIES
Marketing profile of OUTLOOK
Outlook is preferred magazine of 1.5 million readers in India, and sells more
than 11.2 million copies over the year. The customers of outlook fall under
various categories like:
Universities
Corporate
Libraries
Household
Retail customers
Guiding principles of outlook
Customer service and customer satisfaction.
Understanding the culture, social environment and individual
customer requirements.
To cater all the varied needs of the customers.
They pride themselves on having an open and friendly
approach.
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COMPETITORS
The main competitors of outlook India are:
INDIA TODAY
THE WEEK
TEHELKA
INDIA TODAY is an Indian weekly news magazine published by Living
Media India Limited, in publication since 1975 based in Mumbai. India
Today is also the name of its sister-publication in Hindi. Aroon Purie has
been the magazine's editor-in-chief since 1975, a position he has held
continuously for the last three decades.
It is part of the India Today group, also founded in 1975, which now
includes 13 magazines, 3 radio stations , 4 TV channels, 1 newspaper, a
classical music label (Music Today), book publishing, and India's only book
club. With the publication of its 30th Anniversary issue in December 2005,
the magazine, which had commenced publication in 1975 with a circulation
of 5,000 copies, has published five editions and currently has a circulation of
over 1.1 million copies with a readership of over 5.62 million.
THE WEEK is an English language Indian weekly
newsmagazine published by The Malayala Manorama group, which also
publishes the newspaper Malayala Manorama. By circulation, it claims to be
the second largest selling English newsmagazine in India, behind India
Today, though a majority of the sales are concentrated in south India.
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Its managing editor is Phillip Mathew, and editor-in-charge T R
Gopalakrishnan.
TEHELKA is an Indian weekly political magazine under the editorship
of Tarun Tejpal known for its undercover exposé style of journalism. Its
cover price is Rs 20 per issue. The publication began in 2000 as a news
website, Tehelka.com. It transitioned through a printed newspaper format
until it became a magazine in 2007.
For Newsweek
TIME
Time is the world’s leading international newsmagazine published by media
conglomerate AOL-TIME-Warner is exclusively marketed and distributed in
India by the India Today Group. TIME demands the best, and we are able to
provide the best through an unmatched marketing and distribution network
that seamlessly operates in line with international best practices, which
includes comprehensive handling of advertising sales, subscription activities
and customer fulfillment.
For Outlook Business
BUSINESS TODAY
Business Today is the largest-circulated business fortnightly in India. It’s the
best report of the business topography of the newly liberalised India. As the
wave of change sweeps business, economy and society like never before,
BUSINESS TODAY has ensured that its readers have all the necessary
upgrades to challenge tomorrow. It takes its readers deeper to give a
complete understanding of the world of business.
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Ever since its inception in 1992, it has set one benchmark after another in
business reporting. It was the first to do serious reporting on management
theories. And then again, it’s the first to bring a whole new genre of business
journalism—more upclose and more incisive. Today, BUSINESS TODAY
commands the Bus.
BUSINESSWORLD
Business world is part of the ABP Group, one of India's largest media
groups and the brand leader in eastern India. ABP also publishes Ananda
Bazar Patrika , a widely popular Bengali daily, and The Telegraph, the
largest read English daily in the eastern region. It also co-owns Star News
television channel along with Rupert Murdoch's Star Group. Business world
is the largest selling Indian business magazine, and the only business weekly
in the country. Over a period of two decades, Business world has established
itself as a magazine that offers incisive and high-quality reportage on
economic and business affairs. In the past few years, it has focused strongly
on understanding the meaning of Global India -- its emerging sectors,
emerging leaders and emerging concerns. Its team of journalists and domain
experts cover extensively trends and movements in markets such as telecom,
IT, biotech, media and pharmaceuticals and provide exclusive analysis on
infrastructure, economy and the stock markets. Leveraging on its brand
leadership, Business world has now moved into other media platforms like
publishing and events. Its recent publications include Doing Business in
Asia, The Marketing White book, Understanding Behavior, and Business
world Mega B-School Guide. The Business world Roundtables and Great
Place to Work seminars, which attract the best minds from the corporate and
economic world, have become important forums to set agendas and address
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crucial issues. The magazine's Most Respected Companies Awards and the
BW-NID Design Award are considered as benchmarks of corporate
excellence by Indian corporate sectors.
BUSINESS WEEK INDIA
Business Week is the largest business magazine published in the world and
has licensed Cyber Media for publishing Business Week India (permission
from Ministry of I&B awaited). The content of this magazine will be
focused on money, technology and people, and will provide relevant blend
of global and Indian content. It will be the only international business
magazine to give readers a global perspective for India.
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COMPETITORS
Magazine Competitor
Outlook money Money today
Outlook traveler Travel today
Outlook hindi Saptahik
Outlook profit -
Marie Claire Femina, New Women, VOGUE
News week TIMES
Outlook English India Today
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CHAPTER3
ABOUT THE PROJECT
The topic assigned to study was to identify the factors that influence the
purchase of outlook magazine. During the tenure of internship some
important aspects that affect the decision of the customer regarding purchase
were identified. The readership survey source also assisted in the process of
study.
1. National Readership Survey – NRS
2. Indian Readership Survey - IRS
National Readership Survey is a survey on all media, but especially the print
medium, conducted by the National Readership Studies Council (NRSC) -
supported by Audit Bureau of Circulation (ABC), Advertising Agencies
association of India (AAAI) & Indian Newspapers Society.
The latest findings from the National Readership Survey (NRS) show how
print publications remain central to the media repertoire of the most avid
technophiles. It is often assumed that reading in print is being abandoned in
favor of digital content, particularly by the young. While readership habits
and preferences are certainly changing, NRS shows how the most active
users of technology and mobile devices remain keen readers of newspapers
and magazines.
Since 2009 NRS has tracked the use of new technology, along with detailed
questions about Internet behavior. Around 13% of the population have been
identified as ‘technophiles’, using four or more of seven items including
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smart phones, e-book readers, high definition TV, Wi-Fi networks and
wireless streaming.
The 6.4 million technophiles identified tend to be young, well-educated and
affluent, with a net personal income 36% above the average.They use the
Internet everyday and consume content across a range of digital platforms,
but are also enthusiastic readers of print. They have a repertoire of around
25 different newspapers and magazines, compared to an average of 17, and
qualify as ‘average issue readers’ of eight of those publications. In contrast,
they are more likely than average to be light consumers of commercial TV
and radio.
Print readers have a particular affinity for mobile technology, which is why
it represents both an opportunity and a threat for publishers. One of the
strongest trends that the NRS tracked between 2009 and 2010 is the 46%
increase in the use of phones and hand-held devices to access the Internet,
fuelled by the growing ownership of smartphones.
Smartphone users are also above average readers of print. They are
particularly drawn to magazines such as Stuff, GQ and The Economist and,
from the newspapers, The Financial Times, Independent on Sunday and
London Evening Standard.
Most tellingly, NRS findings contradict the myth that the young are doing
all their reading online and via mobiles. The 2.3 million technophiles aged
15-24 are ‘average issue readers’ of eight different newspapers and
magazines in print, compared to the all-adult average of seven titles. Of
course, this is the age-group most likely to be glued to their mobile phones,
but even among the heaviest phone users readership of newspapers and
magazines in print is still well above average.
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Print readers have always been early adopters, and these new technologies
are no exception.
IRS (Indian Readership Survey) is the largest continuous study of the world
with a sample size of more than 250,000 households across India. It has been
providing invaluable information to the media and marketing fraternity since
1997.
IRS is the single source survey for media and product ownership/usage. The
prime objective of the study is to collect readership information from a
cross-section of individuals, in great detail, so as to present a true and
unbiased picture of their readership habits. On the media front, it also
captures information on television and cinema viewing habits, radio
listening habits and Internet usage. In addition to this, IRS captures
information on various FMCG (Fast Moving Consumer Goods) products,
usage and consumption and durable ownership amongst households. Since
media and product ownership/ consumption information is captured from the
same household, it enables linkages between the media and product data.
IRS equips you with information that is truly reflective of the Indian
population for making informed decisions.
IRS covers information on over 100 product categories. IRS information is
available in user-friendly software and is the essential tool for category,
brand and media understanding.
Few significant factors that ensured its impact on the behavior while outlook
purchase were
o Cultural factor- social class, culture, subculture
o Social factors- reference groups, roles status
o Personal factors- age, occupation, lifestyle
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o Psychological factors- perception
Cultural factors: customers at times tend to get influenced with
the purchase of their peer groups, friends, colleagues etc.
person living in a particular society. During the tenure of
internship, I observed that a prospect who was interested in
getting a subscription of Marie Claire, one of her female friend
too showed interest and subscribed for the same.
Social factor: Audience in the market plays a vital role in
influencing the other customers. People often refer the product
with the base of their good experience to others.
Personal factor: people who share a particular type of self
concept in their lifestyle also impact the purchase of magazine.
For instance a person who is more into affairs related to share
market tends to procure OUTLOOK MONEY
Psychological factor: this factor works where a person plots a
particular iconic ideal in their mindset and tends to get the
know-how of the same. For example- a customer who is a big
knowledge seeker, will definitely show his interest in
OUTLOOK GEO.
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CHAPTER 5
RESEARCH METHODOLOGY
A) PROBLEM DEFINITION
In overa l l r e sea rch scena r io o f Out look magaz ine
company , the p rob lems were:
• Customers are not satisfied regarding the advertisements
given in the magazine.
• Distributions of Outlook magazines are not in time.
B) APPROACH TO THE PROBLEM
Research objectives:
1) To study the customer satisfaction by finding core issue in delivery
and receiving the magazine.
2) To study the brand image of outlook
3) To analyze the customers’ needs regarding the product and their
choice of information that they want to seek.
C) TYPE OF RESEARCH DESIGN
The study is based on the informal interaction with the customers.
This methodology adopted used:
a. Discussion with the concerned persons.
b. Informal discussion held with the customers to ascertain their level
of awareness and satisfaction.
D) SOURCES OF DATA COLLECTION
I. Primary data:
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Discussion and interaction with the concerned persons
II. Secondary data:
Published materials and websites
E) SAMPLING PLAN
Discussions with Concerned Persons:
For data collection purpose I asked an open-ended question regarding
services of OUTLOOK EXCLUSIVE and took the feedback from them
better improvement of product and services
Non probability sampling
It includes voluntary responses and judgments and opinion of the audience.
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CHAPTER 6
DATA ANALYSIS AND FINDINGS
Magazines are not a critical product for any organization. Hence,
magazines have to be pushed for sales. This is because a client will
usually use a magazine for communicating with its client and
advertising. However, there are numerous other channels available for
this purpose. Therefore, a salesman selling magazines can only be
successful only if he is proactive.
The client will only be interested in placing an order for the magazine
if it adds value to the service being provided by it to its customers
without adding to its cost. The options offered by Outlook i.e. Cover-
on-Cover, were very useful as they enhanced the service being
provided by the clients to its customers.
Satisfaction level with the contents of outlook magazine on the basis
of informal discussion :
Satisfied = 36
Unsatisfied = 8 ; total 44
Price of a magazine plays an important role while making a decision
and people at times too tend towards the brand of the magazine.
Newspapers are still more preferred by audience as they feel that it is
fresh and tap the information on the daily basis.
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The customers still believe that direct loose purchase of the magazines
is preferable as compared to the long term subscription, say yearly
subscription.
Readers often opt for magazine which caters their area of interest but
they subscribe the knowledge based magazine “GEO” as compulsory
for their children.
Both business class and service class are into magazines, and they
want to make them aware of current happenings.
Sometimes the gifts and hampers that are attached to the subscription,
attracts the customers and hence helps to convert the potential
prospect into sale.
Some readers who prefer to go into probe for some news, they find the
advertisement content as irrelevant.
In some cases customers associate the subscription plan of magazine
as much costly issue even after knowing all the discounts that are
offered to them.
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CHAPTER 7
CONCLUSIONS
When I joined OUTLOOK as a Management trainee, at that time I really
didn’t have the idea regarding market. I learned here how to convince client,
how to talk to client and all marketing tricks and tips that are given by TL
(team leader) though I came to know what really marketing is? The job was
difficult for me because for the first time I was doing that type of work but
after sometime I got habituated with that kind of environment. I got the
experience by working in market field.
1. I learned how to present ourselves in front of the customers.
2. I was able to relate what I have studied in classes with practical
experience.
3. It helped me in improving my communication skills.
4. I am able to understand consumer buying behavior and their way of
thinking regarding the purchase, choice and preferences.
The project assigned to me was to market the Outlook magazines and I have
put my whole hearted efforts to complete it in best way possible.
Though company provided some target to accomplish and I made the efforts
to gain more and more experience and exposure in the real corporate.
Through informal discussion held with the customers while selling, I
observed that people have a good brand image for OUTLOOK.
CHAPTER 8
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RECOMMENDATIONS
On the basis of extensive study and research, here are some recommendation
and suggestions, which may help the company to market the product and
service more efficiently and increase its share in the market.
o They should adopt proper positioning strategy and should arrange
extensive promotional activities.
o They should adopt proper pricing strategy so that they can compete in
the market successfully.
o They should improve their distribution network so that they can
distribute the magazine on time.
o They should give reasonable discounts and attractive gifts on the
subscription of the magazine to increase the sale.
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CHAPTER 9
BIBLIOGRAPHY
Internet:
http://119.82.71.58/sfa/newsubprofit.asp
http://119.82.71.58/sfa/newsubpeople.asp
http://www.outlookindia.com/aboutus.aspx
http://subscription.outlookindia.com/
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CHAPTER 10
APPENDIX
S.No. Magazines Term IssuesNewsstand Price
Sub Price Assured Free Gift
1Outlook Magazine 3 year 153 3825 1999
five travel guides (worth Rs 295/-each guide)
1 year 51 1275 799 One travel guide (worth Rs 295/-)
2 GEO 3 year 36 3600 1599 Rucksack Bag (worth Rs.1200/-)
2 year 24 2400 1099Overnight Laptop Bag (worth Rs.1000/-)
1 year 12 1200 549Traveller's Waist Pouch (worth Rs.400/-)
3 Marie Claire 3 year 36 3600 2999 Get Hidesign bag (worth Rs.2495)
2 year 12 2400 1999 H2O Hamper (worth Rs.1500)
4Outlook Traveller 3 year 36 3600 1499 Rucksack Bag (worth Rs.1200)
2 year 24 2400 999Travel Waist Pouch + 3-in-1 Travel Kit (total worth Rs.800)
1 year 12 1200 549 3-in-1 Travel Kit (worth Rs.400)
5 Outlook Money 5 year 130 3900 1950 N/A3 year 78 2340 1399 N/A1 year 26 780 525 N/A
6 People 3 year 78 3900 1999 Stylish People Mug (worth Rs.500/-)+1 year top up
1 year 26 1300 999 Stylish People Mug (worth Rs.500/-)+3months top up
7Outlook Business 3 year 78 1950 999 one year subscription top-up
1 year 26 650 499 3 months subscription top-up
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8 Outlook Profit 3 year 36 2160 1299 NA
1 year 12 720 499 NA
9 Newsweek 2 year 104 10400 2200 N/A1 year 52 5200 1200 N/A6 month 26 2600 799 N/A
10 Buisnessweek 1 year 51 8925 5000 N.A
11 career 360 1 year 51 360 stylish c360 mug(worth Rs.500/-)
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