Summer Internship Project

OUTLOOK
A Study of Consumer Buying Behavior and Market potential for Outlook

Submitted in partial fulfillment of PGDM program 2010-12

Submitted by

Priyanka Bhutani 018040

Corporate Mentor Faculty Mentor

Mr. Madhusudhan Mehr Designation, Company

Ms. Sukhmani Bhardwaj Designation

Apeejay School of Management New Delhi July 2011

Priyanka Bhutani 1 018040

Priyanka Bhutani

018040

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

Priyanka Bhutani

018040

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 Ive 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

Priyanka Bhutani

018040

TABLE OF CONTENTS
S.No

Title
Executive Summary Introduction Company Profile
i. ii. iii. iv. v. vi. vii. viii. Background Promoters Vision and mission Organizational structure Products Promotional offers Marketing strategies Competitors

Pg no

1. 2. 3.

7 9 13

4. 5 6. 7. 8. 9. 10. .

About the project Research methodology Findings Conclusions Recommendations Bibliography Appendix

46 50 52 54 55 56 57

LIST OF TABLES

Priyanka Bhutani

018040

Sr no. 1.

List

Page no. 12

Analysis of market share

EXECUTIVE SUMMARY
The two main objectives of any publishing group are:

Priyanka Bhutani

018040

 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 segments that purchase the magazine and increase the companys 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

Priyanka Bhutani

018040

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.

CHAPTER 1
INTRODUCTION General Introduction about Print Media Industry:

Priyanka Bhutani

018040

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: 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

Priyanka Bhutani

018040

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. 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 Roys papers were SambadKaumadi, Brahmical Magazine, Mirat-ul-Akhbar, and Bangadoota & Bengali. b) Growth and present status of the industry:

Priyanka Bhutani

10

018040

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 1990s 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 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.

Priyanka Bhutani

11

018040

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 Indias 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 2005 2006 2007 2008 2009 PERCENTAGE 13.5% 16.5% 19% 21.5% 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.

Priyanka Bhutani

12

018040

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.
Priyanka Bhutani 13 018040

The Outlook Umbrella

Magazine division Magazine division Outlook English Outlook English Outlook Hindi Outlook Hindi Outlook Money Outlook Money Outlook Traveler Outlook Traveler

Internet division Internet division

Events division Events division Outlook Money Outlook Money Personal fin. show Personal fin. show OLM awards OLM awards

Books division Books division

outlookindia.com outlookindia.com outlookmoney.com outlookmoney.com outlooktraveller.com outlooktraveller.com

OLT Getaways OLT Getaways OLM Guides OLM Guides Outlook Classis Outlook Classis

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

Priyanka Bhutani

14

018040

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" rechristened 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.
Priyanka Bhutani 15 018040

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.

Priyanka Bhutani

16

018040

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

Priyanka Bhutani

17

018040

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

Priyanka Bhutani

18

018040

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

Priyanka Bhutani

19

018040

JAN 12, 2011 Outlook Money Awards They make peoples 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:

Priyanka Bhutani 20 018040

Outlook Money 2010 Awards Award Best Bank Best Home Loan Provider Best Home Loan Provider Best Life Insurer Best e-Brokerage Best Fund House Best Equity Fund House Best Debt Fund House Best Value Creator Large Cap Best Value Creator Mid Cap Best Fund Manager (equity) Best Fund Manager (Debt) Hall Of Fame Winner HDFC Bank Ltd Punjab National Bank Punjab National Bank Life Insurance Corporation Of India ICICIdirect.com Reliance Capital Asset Management Ltd. DSP BlackRock Investment Managers Pvt Ltd Birla Sun Life Asset Management Co. Ltd Mphasis Coromandel International Prashant Jain (HDFC) Deepak Agrawal (Kotak) Dr. Bimal Jalan Asian Paints Colgate - Palmolive (India) Harsha Upadhyaya (UTI) Runner Up Indian Bank State Bank Of India, Union Bank Of India Indian Bank SBI Life Insurance Co. HDFC Securities Ltd Birla Sun Life Asset Management Co. Ltd Reliance Capital Asset Management Ltd.

Priyanka Bhutani

21

018040

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 IT-Manager: Raman Awasthi Software Engineers: Anwar Ahmad Khan, Manav Mishra
Priyanka Bhutani 22 018040

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 (Photoresearcher) Design:

Priyanka Bhutani

23

018040

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 : Chetan Budhiraja, Mukesh Lakhanpal Zonal Sales Managers : Anindya Banerjee, Indranil Ganguly, Ramesh

Priyanka Bhutani

24

018040

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

Priyanka Bhutani

25

018040

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

Priyanka Bhutani

26

018040

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

Head office DELHI

MUMBAI

KOLKATA

HYDRABAD

CHENNAI

BANGALOR

Priyanka Bhutani

27

018040

FUNCTIONAL DEPARTMENTS OF OUTLOOK

OUTLOOK

ADMINISTRATIVE DEPARTMENT

MARKETING DEPARTMENT

ACCOUNTS DEPARTMENT

HUMAN RESOURCE DEPARTMENT PRODUCT DESIGNING DEPARTMENT

Priyanka Bhutani

28

018040

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 Whitehead. Naqvi,Ramachandra Guha, Prabhu Ghate and Andrew

Priyanka Bhutani

29

018040

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.

Priyanka Bhutani

30

018040

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
Priyanka Bhutani 31 018040

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
Priyanka Bhutani 32 018040

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.

Priyanka Bhutani

33

018040

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.

Priyanka Bhutani

34

018040

PROMOTIONAL OFFERS For GEO:

For people:

For outlook English:

Priyanka Bhutani

35

018040

For outlook profit:

Priyanka Bhutani

36

018040

For news week:

For outlook money:

Priyanka Bhutani

37

018040

For outlook traveler:

For career 360:

Priyanka Bhutani

38

018040

For marie Claire:

Priyanka Bhutani

39

018040

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.

Priyanka Bhutani

40

018040

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

Priyanka Bhutani

41

018040

the second largest selling English newsmagazine in India, behind India Today, though a majority of the sales are concentrated in south India. 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 expos 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 worlds 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. Its 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

Priyanka Bhutani

42

018040

upgrades to challenge tomorrow. It takes its readers deeper to give a complete understanding of the world of business. 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, its the first to bring a whole new genre of business journalismmore 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
Priyanka Bhutani 43 018040

Place to Work seminars, which attract the best minds from the corporate and economic world, have become important forums to set agendas and address 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.

Priyanka Bhutani

44

018040

COMPETITORS
Magazine Outlook money Outlook traveler Outlook hindi Outlook profit Marie Claire News week Outlook English Competitor Money today Travel today Saptahik Femina, New Women, VOGUE TIMES India Today

Priyanka Bhutani

45

018040

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

Priyanka Bhutani

46

018040

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.

Priyanka Bhutani

47

018040

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

Priyanka Bhutani

48

018040

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.

Priyanka Bhutani

49

018040

Priyanka Bhutani

50

018040

CHAPTER 5
RESEARCH METHODOLOGY A) PROBLEM DEFINITION In overall research scenario of Outlook magazine c o m p a n y , t h e p r o b l e m s 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:
Priyanka Bhutani 51 018040

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.

Priyanka Bhutani

52

018040

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. Coveron-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.

Priyanka Bhutani

53

018040

 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.

Priyanka Bhutani

54

018040

CHAPTER 7
CONCLUSIONS When I joined OUTLOOK as a Management trainee, at that time I really didnt 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. 2. 3. 4. I learned how to present ourselves in front of the customers. I was able to relate what I have studied in classes with practical experience. It helped me in improving my communication skills. 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
Priyanka Bhutani 55 018040

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.

Priyanka Bhutani

56

018040

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/

Priyanka Bhutani

57

018040

CHAPTER 10
APPENDIX
Newsstand Price Sub Price

S.No.

Magazines Outlook Magazine

Term

Issues

Assured Free Gift five travel guides (worth Rs 295/-each guide) One travel guide (worth Rs 295/-) Rucksack Bag (worth Rs.1200/-) Overnight Laptop Bag (worth Rs.1000/-) Traveller's Waist Pouch (worth Rs.400/-) Get Hidesign bag (worth Rs.2495) H2O Hamper (worth Rs.1500)

3 year 1 year 3 year 2 year 1 year

153 51 36 24 12 36 12

3825 1275 3600 2400 1200 3600 2400

1999 799 1599 1099 549 2999 1999

GEO

Marie Claire

3 year 2 year

Outlook Traveller

3 year 2 year 1 year

36 24 12 130 78 26

3600 2400 1200 3900 2340 780

1499 999 549 1950 1399 525

Rucksack Bag (worth Rs.1200) Travel Waist Pouch + 3-in-1 Travel Kit (total worth Rs.800) 3-in-1 Travel Kit (worth Rs.400) N/A N/A N/A Stylish People Mug (worth Rs.500/-) +1 year top up Stylish People Mug (worth Rs.500/-) +3months top up

Outlook Money

5 year 3 year 1 year

People

3 year 1 year

78 26

3900 1300

1999 999

Outlook Business

3 year 1 year

78 26

1950 650

999 499

one year subscription top-up 3 months subscription top-up

Priyanka Bhutani

58

018040

Outlook Profit

3 year 1 year 2 year 1 year 6 month 1 year

36 12 104 52 26 51

2160 720 10400 5200 2600 8925

1299 499 2200 1200 799 5000

NA NA N/A N/A N/A N.A

Newsweek

10

Buisnessweek

11

career 360

1 year

51

360

stylish c360 mug(worth Rs.500/-)

Priyanka Bhutani

59

018040