SUBMITTED TO
Mr. BHAWANI SINGH RAJAWAT SUBMITTED TO
ASSISTANT SALES MANAGER Ms. SHIVALI JINDAL
PROJECT MENTOR
OUTLOOK GROUP
CHITKARA UNIVERSITY
NEW DELHI ------------------------------------------
SUBMITTED BY
AMIT ARORA
MBA (2009 – 11)
ID NO. M090700005
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ACKNOWLEDGEMENT
My obligation to Ms. Shivali Jindal (Project Mentor, Chitkara University) 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.
[Amit Arora]
TABLE OF CONTENTS
In today’s competitive world Management Interns have to put rigorous hard work
to survive in the business world. They should be well groomed and well
acquainted with functioning of the corporate world.
CHAPTER - 1
RAJAN RAHEJA
GROUP
The list of his 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. 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.
Prism Cement Ltd has a production capacity of 2.5 million tonnes; 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
Asianet Satellite Communications, Co-promoters of RMC Ready-mixed
(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.
Our Websites:
www.OUTLOOKindia.com, www.oberoirajvilas.com
www.tridenthotels.com, www.prismcement.com,
www.sonata-software.com, www.ingim.co.in,
www.supremepetrochem.com, www.asianetindia.com,
www.healthandglow.in, www.foodworld.in,
www.globus.in, www.exideindustries.com,
www.inglife.co.in, www.hrjohnsonindia.com,
www.hathway.com,
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.
This all-India survey conducted jointly with the Media Research Users' Council
(MRUC) also provides product / brand penetration information for over 50
different products allowing one to link media habits and product usage data for
adults and children from the age of 12 years.
CHAPTER – 2
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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, sensitized the reading public to
important issues like big dams, education and gender, and provided an
unremitting focus on South Asian 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.
ORGANIZATION HIERARCHY
Mr. RAJAN RAHEJA Net Worth: $950 million
VICE PRESIDENT
GENERAL MANAGERS
DY GENERAL MANAGERS
NATIONAL HEADS
REGIONAL MANAGERS
SENIOR MANAGERS
ASSOSIATE MANAGERS
BUSINESS OFFICE
HEAD OFFICE
AB-10 S.J. Enclave, New Delhi – 110 029
Tel: 26191421; Fax: 26191420
The OUTLOOK Group has reached an agreement with U.S. based publishing
company Time Inc. to bring ‘People’, one of its most successful and popular
editorial products to India in 2008. Time Inc. which is the largest publisher in the
U.S. and U.K, redefined personality journalism in 1974 with ‘People’ magazine
and its unique mix of news and lifestyle features.
Every week the ‘People’ brand reaches 43 million readers with latest news,
exclusive interviews and in-depth reporting on the most compelling people of our
time.
OUTLOOK Business, in the true tradition of the OUTLOOK group, has as its aim
no less an objective than the complete rewrite of what has been tried by the way
of business journalism in the magazine space. Targeted at decision makers, the
product focuses on important business issues and developments with a view to
providing clear takeaways – impact and implications for decision-making. A
holistic approach ensures all influences on business: economic, political, and
markets driven are examined.
It gives you an all around perspective on the latest career trends, fresh avenues,
admission alerts, careers, courses and updates your general knowledge with the
literacy rate of different states and courses offered by colleges in these states.
This magazine contains well researched information for the youth and young
professionals, which may help them in taking decisions related to their careers.
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AWARDS & ACCOLADES
• OUTLOOK Traveller " 100 Holidays in the Hills" won the 2004, PATA Gold
Award
• 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
The awards started in 2002, and are presented to the best in the following key
personal areas:
• Value-Creating Companies
• Banks
• Online Brokers
• Home Financiers
• Hall of Fame
OUTLOOK WEBSITES
1. outlookindia.com
2. outlookmoney.com
3. outlooktraveller.com
1. In the middle of 1st and 2nd quarter, company appoints college interns, who
are really enthusiastic and focused towards their work. Secondly, company
launches Bonanza offers during this period.
CHAPTER – 3
OUTLOOK & Its Competitors
Fig. 2
STRENGTHS
1. Eleven different magazines which cover each and every segment of the
market and fulfill the needs of different age group belonging to different sectors.
2. Exclusive photography and articles, OUTLOOK does not copy the content
from internet and paste in its magazines.
4. OUTLOOK has well organized and experienced man power, which approach
directly and indirectly as well, to the readers.
5. OUTLOOK has set up its own strong distribution channel, which circulate 1.5
million copies in INDIA.
6. OUTLOOK gives you multiple times address change flexibility and charge
nothing for the service.
1. It takes four weeks in delivering first copy of the subscriber and two weeks in
case of address change.
2. If gift is not delivered by the executive then OUTLOOK takes two months of
time in delivering the gift.
OPPORTUNITIES
1. OUTLOOK can increase its product line by launching three new magazines,
related to auto industry, magazine for beauty parlours exclusively and
OUTLOOK technology these three can increase the market share of OUTLOOK.
THREATS
2. Perception of readers’, OUTLOOK favours Congress party and does not write
anything against the party.
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MARKETING STRATEGIES ADOPTED
Pull Blend.
Push Blend.
1. A Pull Blend is one in which mass impersonal, sales efforts are given the
greatest emphasis. The purpose of pull blends to pre-sell to the final consumers
so that they demand the product at the retail level of distribution.
The firm adopting this strategy would spend more on advertising and sales
promotion rather than in personal selling.
The term promotion is very often used as a synonym for selling. But selling is a
narrow term which includes only transfer of title or personal selling. Promotion on
the other hand is broader in its outlook and includes a variety of activities used
ultimately for increasing sales volume. Promotion has come to mean the overall
co-ordination of advertising selling, publicity and public relations. Promotion is a
helping function designed to make all other marketing activities more effective
and efficient.
∴ FIELD MARKETING
∴ CONVINCING TECHNIQUES
∴ COMPLETION OF DOCUMENTS
∴ In case of Retailing, the magazines are printed in NOIDA and the number
of copies or the print order depends upon the requirements of various retail
points.
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OUTLOOK UMBRELLA
OUTLOOK Group is divided into four parts, which are well explained in this
figure. Group earns its revenue through these divisions and all the functioning of
the Group depends upon these four divisions.
PRODUCTS DETAILS
2. PROFIT Rs.50/- 26
3. BUSINESS Rs.25/- 26
4. MONEY Rs.30/- 26
5. TRAVELLER Rs.75/- 12
7. PEOPLE Rs.30/- 26
8. GEO Rs 100/- 12
9. NEWSWEEK Rs.75/- 51
These are 10 magazines which I have promoted during my internship with well
designed Subscription Offers. OUTLOOK, TRAVELLER and GEO were the best
selling magazines.
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CHAPTER - 5
RESEARCH METHODOLOGY
During research, non- probability sample method has been used; under it I
chose Convenience sampling & Judgmental sampling for conducting the
research.
I designed a questionnaire and get it filled by the respondents and at situations I
have used primary method of data collection - By Observation & through
Personal Interview. These respondents were magazine readers, prospects and
suspects.
For my research, I went to Govt. offices, corporate houses, saloons, tour
operators, stock broking companies, coaching institutes and schools.
1. PRIMARY DATA
- By Observation.
- Through Personal Interview.
2. SECONDARY DATA
- Internet
Demographic Factors
Fig. 4
I have targeted only those people who are above 20 years of age and got
maximum response from respondents who fall under age group 30 – 40 and
minimum who fall under age group 20 – 30. This shows people belong to age
group 30 - 40 are regular readers of magazines.
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Fig. 5
Fig. 6
During survey, I found that magazine readership in Chandigarh is only 62% and
when I asked why? The reply was that we subscribe two or more than two
newspaper at home and we don’t have enough time to read these papers and
now-a-days internet is a solution of every problem then why should we subscribe
magazines?
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Q2. How often do you read magazines?
Fig. 7
Fig. 8
Fig. 8 shows that 35% people read news magazine, followed by Travel &
Tourism, knowledge and entertainment magazines. People are less inclined
towards finance, career and business magazines.
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Q4. What is your monthly budget for your favorite magazine?
Fig. 9
52% people spend less than Rs. 150 p.m. for magazine and 33% spend
between Rs. 150 – 300 which is not a small figure and this is a good sign for
Print Industry and people who are spending above Rs. 300 p.m. are giving
regular business to the Industry and can’t be ignored.
Q5. How do you get your magazine?
Fig. 10
This figure shows that 61% people purchase magazine from retail points
and 39% people subscribe, reasons thereof are as follows:
Fig. 11
After review this figure, we get to know that what parameters affect buying
behavior of customers - Brand Image, after Sales Service, Special offers and
Availability play important roles in this regard and Content plays an average role.
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Fig. 12
35 - Years old brand India Today is a market leader; people still prefer this
magazine because of its good content and brand image, when we asked about
OUTLOOK they said it is a prominent brand but content in the magazine are less
and advertisements are more.
Businessmen read The Economist, Money and The week. Doctors prefer Geo
and Traveller and Saloons go with Femina.
Fig. 13
When I asked this question, 6% people said that we have never subscribed
OUTLOOK and 4% are regular subscribers of OUTLOOK, this is not a bad figure
in today’s competitive environment.
Q9. Which brand of OUTLOOK, would you like to subscribe? (If interested)
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Fig. 14
I asked this question from respondents who belong to different sectors and
accordingly got the reply, which are as follows:
___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________
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CHAPTER- 6
∴ OUTLOOK has its good Brand Image in the market. People are familiar
with the Group.
∴ Group has its tie-ups with big brands like – United Colors of Benetton,
Adidas, Liberty, Hidesign, Numero Uno, etc. and simultaneously promotes
their products with the magazine subscription.
∴ International tie-ups will help the Group in increasing its market share.
∴ Good product line will attract more customers and increase readership.
∴ Strong and experienced man power will take the Group to the new heights.
∴ Tie-ups with good brands help in building positive image and make the
Group trustful.
∴ Customer feedback survey may take the Group in right direction; every
company should keep in mind the basic needs of an ordinary man if it
wants to grow.
∴ Summer interns help the company in increasing sales: In the middle of 1st
and 2nd quarter, company appoints college interns, who are really
enthusiastic and focused towards their work. Secondly, company launches
Bonanza offers during this period.
∴ OUTLOOK Group is going to launch few more websites, where readers will
be able to view their current edition or previous edition as well. Right now
the Group has only four websites.
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SUGGESTIONS
∴ The group has its strong Brand Image but people are not aware of the
magazines which come under OUTLOOK umbrella, Group should
promote following brands:
GEO
MARIE CLAIRE
CAREERS 360
NEWSWEEK
LIMITATIONS
∴ People do not co-operate with marketing executives and they don’t have
free minutes to attend them.
∴ Some people directly refused to co- operate and some gave biased and
dishonest replies.
Secondary Data
∴ OutlookIndia.com
∴ Businessstandard.com
Primary Data
∴ BROCHURES of OUTLOOK Group
∴ Through personal Interview
ANNEXURE
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Highlights of the Company
Mission
• Achieve customer delight by offering quality products and services through
a process of continuous innovation and adaptation.
• Build a dynamic team of committed and passionate employees through
sustained learning and grooming.
• Develop mutually beneficial relationships with our business partners.
• Employ cost-effective processes and thereby create a strong organization.
Vision
• To be the first choice for our customers, people and investors.
Values
• Integrity
• Teamwork
• High Achievement
• Service Excellence
• Building Shareholder Wealth
Expenses:
Payroll 750,150
Materials 1,050,210
Accountants 83,350
Legal 60,000
Insurance 24,000
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Payroll Taxes (15%) 112,523
Profitability Ratio
Trend Analysis
Interpretation
We also had a rough but challenging experience with British library. In the first
meeting, they were interested in our primary product (magazine) whereas in
second meeting, they were offer - oriented and reluctant. They were negotiating
for offers but we were helpless because we couldn’t promote products beyond
our limits. I was calm and polite with them and thought how Mahatma Gandhi
dealt with Britishers. I did the same and after almost a month, I received their call
and finalized the deal without any compromise. I take it as an achievement
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because they have very selected brands in their portfolio and now Outlook is one
of them.
EXCLUSIVE OFFERS
• TRAVELLER – Sight-seeing
• PEOPLE – Celebrities
These are our Primary Benefits to our readers, complimentary gifts and
savings are Secondary Benefits.
I appreciate for your taking the time to review our Proposal. Thanking you in
anticipation.
Warm Regards,
* Amit Arora
(Intern, OUTLOOK)
QUESTIONNAIRE
Name: Age:
Yes
No
Weekly
Fortnightly
Monthly
News
Entertainment
Knowledge
Finance
Business
Career
Financial
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Q4. What is your monthly budget for your favorite magazine?
Below Rs.150
Above Rs.450
Through Subscription
Through Retailer
1 2 3 4 5 6 7 8 9 10
Brand - - - - - - - - - -
Image
Content - - - - - - - - - -
Special - - - - - - - - - -
Offers
Service - - - - - - - - - -
Availability - - - - - - - - - -
Outlook Geo
India today Traveller
Femina
Yes
No
Q9. Which brand of OUTLOOK, would you like to subscribe? (If interested)
OUTLOOK
GEO
TRAVELLER
MONEY
PROFIT
NEWSWEEK
MARIE CLAIRE
CAREERS 360
PEOPLE
BUSINESS
“News is something, someone, somewhere does not want to read, rest is PR”.
THANK YOU