PROJECT REPORT PROJECT REPORT ON ON MARKETING OF VARIOUS OUTLOOK MAGAZINES MARKETING OF VARIOUS OUTLOOK MAGAZINES AT AT OUTLOOK PUBLISHING OUTLOOK PUBLISHING (INDIA) PVT. LTD., BANGALORE (INDIA) PVT. LTD., BANGALORE A Project Report submitted in partial fulfilment of the requirements of A Project Report submitted in partial fulfilment of the requirements of the award of the award of Post Graduate Diploma in Management Post Graduate Diploma in Management All India Management Association All India Management Association (New Delhi) (New Delhi) BY BY MD RIZWAN ZAMAN MD RIZWAN ZAMAN Under the guidance of Under the guidance of Prof. Purnima Ramaswamy Prof. Purnima Ramaswamy M.S. Ramaiah Management Institute,Bangalore Page 1
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PROJECT REPORTPROJECT REPORT
ONON
MARKETING OF VARIOUS OUTLOOK MAGAZINESMARKETING OF VARIOUS OUTLOOK MAGAZINES
A Project Report submitted in partial fulfilment of the requirements of the award of A Project Report submitted in partial fulfilment of the requirements of the award of
Post Graduate Diploma in ManagementPost Graduate Diploma in Management
All India Management AssociationAll India Management Association
(New Delhi)(New Delhi)
BYBY
MD RIZWAN ZAMANMD RIZWAN ZAMAN
Under the guidance ofUnder the guidance of
Prof. Purnima RamaswamyProf. Purnima Ramaswamy
M.S. M.S. Ramaiah Ramaiah Management InstituteManagement InstituteM S Ramaiah Nagar, MSRIT Post,M S Ramaiah Nagar, MSRIT Post,
Bangalore – 560 054Bangalore – 560 054
Batch: 2009 – 2011Batch: 2009 – 2011
M.S. Ramaiah Management Institute,Bangalore Page 1
GUIDE CERTIFICATE
This is to certify that Mr. MD RIZWAN ZAMAN has successfully completed the project
work titled “MARKETING OF VARIOUS OUTLOOK MAGAZINES” required for the
award of POST GRADUATE DIPLOMA IN MANAGEMENT (AIMA) during the academic
year 2009-2011.
This project work has not been published anywhere or submitted either wholly or
partially for award of any degree or diploma. It is the original work carried out by the
candidate.
Place: Bangalore Prof. Purnima Ramaswamy
M.S. Ramaiah Management Institute,Bangalore Page 2
STUDENT’S DECLARATION
I declare that the project titled “Marketing of Various Outlook Magazines” is an
original project done by me and no part of the project is taken from any other project
or materials published or otherwise or submitted earlier to any other college or
university.
___________________
Student’s Signature
M.S. Ramaiah Management Institute,Bangalore Page 3
ACKNOWLEDGEMENT
I extend my special gratitude to our beloved Director Mr. Anandaram, Dean Mr. V.
Narayanan for inspiring me to take up this project.
I wish to acknowledge my sincere gratitude and indebtedness to my Project Guide Prof.
Purnima Ramaswamy, Coordinator (PGDM-AIMA) of M S Ramaiah Management
Institute, Bangalore for her valuable guidance and constructive suggestions in the
preparation of the Project Report.
I extended my gratitude to ‘OUTLOOK PUBLISHING (INDIA) PVT. LTD,
BANGALORE’. And the Manager Mr. Niraj Srivastava and to all my colleagues,
friends for their encouragement, support, guidance and assistance for undergoing
industrial training and for preparing the project report.
Md Rizwan Zaman
M.S. Ramaiah Management Institute,Bangalore Page 4
TABLE OF CONTENTS
CHAPTER CONTENTS PAGE NO.
1 INTRODUCTION 7 – 13
1.1 General Introduction about the sector.
1.2 Profile of the industry.
a. Origin and development of the industry.
b. Growth and present status of the industry.
c. Future of the industry.
2 PROFILE OF THE ORGANIZATION 14 – 33
2.1 Origin of the Organization.
2.2 Growth and development of the Organization.
2.3 Present status of the Organization.
2.4 Functional Department of the Organization.
2.5 Organization structure and Organization chart.
2.6 Product & services profile of the Organization.
2.7 Market profile of the Organization.
2.8 SWOT analysis
3 DISCUSSIONS ON TRAINING 34 – 35
3.1 Students’ work profile (Role and Responsibilities).
3.2 Description of live experiences.
4 STUDY OF SELECTED RESEARCH PROBLEM 36 – 50
4.1 Statement of research problem.
4.2 Statement of research objectives.
4.3 Research design and methodology.
4.4 Analysis of data.
M.S. Ramaiah Management Institute,Bangalore Page 5
4.5 Summary of findings.
5 SUMMARY AND CONCLUSIONS 51 – 53
5.1 Summary of learning experience.
5.2 Conclusion and Recommendations.
ANNEXURE
BIBLIOGRAPHY
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CHAPTER 1
INTRODUCTION
1.1 General Introduction about Print Media Industry:
M.S. Ramaiah Management Institute,Bangalore Page 7
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 a
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.
1.2 Industry Profile:
a) Origin and development of the industry:
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.
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Harris could not continue publication as he was imprisoned by the British authorities
for printing without ‗prior consent‘. Then came another news paper, 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.
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 Sambad
Kaumadi, Brahmical Magazine, Mirat-ul-Akhbar, and Bangadoota & Bengal
Herald .
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ASSAMESE: Amnodaya, a distinguished journal in the Assamese language was
started in 1846 under the editorship of the Reverend Oliver.T.Cutter.
GUJARATI: The newspaper with the greatest longevity in India, Mumbai Samachar
was also the first Gujarati Newspaper. It was established in 1822 by Farduvji
Marzaban as a weekly & then became a daily in 1832.
HINDI: The first Hindi daily was samachar Sudhavarshan (Calcutta, 1854). Later
Samayadant Martand, Banaras Akhbar, Shimila Akbar & Malwa Akhbar came out.
Calcutta was the birth place not only of English, Bengali & Hindi journalism. The first
Urdu newspaper was published by Urdu Akhbar in the second decade of the 19th
century.
KANNADA: Kannada Samachar was the earliest Kannada journal, according to
many scholars. But others think that the first Kannada journal was Mangaloora
Samachar. Later Subudhi Prakasha, Kannada Vaatika, Amnodaya, Mahilaasakhi &
Sarvamitra came out during the 18th century.
MALAYALAM: Mathrubhumi, Malayala Manorama, Kerala Kanmudi are the main
newspapers of Kerala. The other daily newspapers are Desabhimani, Mangalam,
Madhyamam, Chandrika, Deepika etc.
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MARATHI: Darpan was the first Marathi newspaper started on 6 January 1832.
Kesari & Sudarak were other papers of the 18th century. Induprakash was an
Anglo- Marathi daily established in 1862.
ORIYA: The first Oriya magazine Junaruna was published by the Orissa Mission
Press in 1849 under the editorship of Charles Lacey. Then came another
publication from the same press ‗Prabhatchandrika‘, under the editorship of William
Lacey. Utkal Sahitya, Bodhadayini, Baleshwar Sambad Balika etc… started in the
18th century.
PUNJABI: Although Maharaja Ranjit Singh encouraged the development of Punjabi
journalism. The earliest Punjabi newspaper was a missionary newspaper. The first
printing press in Punjab was established in Ludhiana in 1809.
TAMIL: The first periodical Tamil Patrika a monthly was brought out in 1831 by the
Religious Tract Society in Madras; it lasted till 1833. The next periodical weekly was
the Dina Vartamani published in Madras from 1856 by the Dravidian press & edited
by the Reverend P.Percival. Later Swadeshamitran, Deshabaktan etc… were other
papers.
TELUGU: Kandukuri Veeresaliongam Pantulu, known as the Father of the
renaissance movement in Andhra & the founder of modern Telugu, sparked a social
reform movement through his weekly Vivekavardhini. He also founded separate
journals for women; Satihitabodhini.
URDU: Sir Sayyid Ahmed Khan, a great educationist, judge & social reformer did
much for the development of Urdu journalism.
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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-
examining 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 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.
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
M.S. Ramaiah Management Institute,Bangalore Page 12
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.
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CHAPTER 2
PROFILE OF THE
ORGANIZATION
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2.1 Origin of the Organization
In October 1995, group company Hathway Investments Private Limited entered the
print media. Outlook, a weekly newsmagazine headed by Vinod Mehta, galvanised
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, sensitized the reading public to important issues like big
dams, education and gender, and provided an unremitting focus on South Asian
geopolitics.
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. Co-promoters of Supreme
Petrochem Ltd. along with Supreme Industries Ltd, largest processor of plastic
materials in India.
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The Group also joined hands with Oberoi Hotels as co-promoters of Trident Hotels
and luxury resort Rajvilas, which Coned Nast Traveler ranked as one of the 25 best
villa hideaways in the world.
Prism Cement Ltd has a production capacity of 2.5 million tones; The Group is a
Co-promoter of Sonata Software Ltd, one of the leading software companies in
India. As owners and operators of a fibre optic cable network in Kerala through
Asian Satellite Communications, the group is also a significant stakeholder in the
growing convergence business in India. Co-promoters of RMC Ready mix (India)
Pvt. Ltd. along with RMC Group plc, U.K, the world’s largest manufacturer of Ready-
mixed concrete. Hathway Cable & Datacom Pvt. Ltd has extensive cable network in
6 major cities and 7 large towns across India. Globus Stores Pvt Ltd. is India ’s one
of the largest apparel brand chain. A 50% JV with the ING group of Netherlands in
ING Life Insurance. The venture is already the 5th largest insurer in India.
2.2 Growth and Development of the Organization
India offers a promising market for the print media industry. The expected CAGR of
12 per cent up to 2011 is a result of the increasing rate of literacy and thus the
increase in the number of people reading newspapers and magazines. Also, the
demand for the latest events in the country and the world is driving the newspaper
industry growth. In 2011, the print media is expected to reach Rs. 19,500 cr from its
present value of Rs. 10,900 cr.
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The bright future and the immense scope of the Indian print media have also
aroused the interest of foreign investors and recently the government has opened
up the sector to foreign investment. Foreign media has also shown interest in
investing in Indian publications. The revenues for India's newspaper market are
generated from advertising and circulation. India's growth rate in this segment is
poised to be higher than the average rate of growth in the Asia-Pacific region over
the next four years. Digital printing, new ways of promotion and distribution are the
latest trends and content being the focus of the print media industry.
Analysis of market share of Outlook from past 5 years:
Year Percentage
2005 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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Growth chart of the Organization from the year
2005-2009:
The company has grown marginally at the 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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2.3 Present Status of the Organization:
Magazine Market Share
Outlook 25%
India Today 32%
Business Today 12%
Others 31%
Market Share of the Organization:
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2.4 Functional Departments of the Organization:
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Administrative Department
Marketing Department
Accounts Department
ADMINISTRATIVE DEPARTMENT
H.R Department
ADMINISTRATIVE DEPARTMENT
Product Designing Department
ADMINISTRATIVE DEPARTMENT
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