Project New

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

15

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

29

FUNCTIONAL DEPARTMENTS OF OUTLOOK

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OUTLOOK

ADMINISTRATIVE

DEPARTMENT

MARKETING DEPARTMENT

ACCOUNTS DEPARTMENT

PRODUCT DESIGNING

DEPARTMENT

HUMAN RESOURCE

DEPARTMENT

30

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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