Identification of

segments &
generation of sales
strategies for
OUTLOOK magazine
Presented by-
Gaurav Tyagi
A0101909419
About Outlook
It is a part of Rajan Raheja’s group.


Outlook is basically one among the renowned

publishing houses which is into a great
business.


The main two objectives of any publishing group



are-
To increase Geographical dispersion/circulation.
 To improve readership profile.
Industry Profile
There are two main sources of obtaining data
to determine readership of any publication-


National Readership Survey(NRS)



Indian Readership Survey(IRS)

NRS
This is basically a survey on media but
especially on PRINT MEDIA conducted by-
National Readership Studies Council(NRSC)
Audit Bureau of Circulation(ABC)
Advertising Agencies Association Of India(AAAI)
Indian Newspaper Society.
IRS
Indian Readership surveys are conducted by
Media Research Users Council(MRUC)
And was the largest continued media survey
with
Sample of 29,000 readers.
Providing a single source database for
demographics.
Media habits &products/brand usage.
And it was conducted over two rounds.

Both NRS &IRS
Gives media consumption habits, product
ownership & consumption, lifestyle indicator
on macro and geographical parameter.

Acc. To NRS 2005-
 press adds 38 million readers in the last
two years.


 Press continues to grow, adding 31 million

readers between 2005 to 2008.

Literature review-
Marketing is the key factor in the marketing
mix & has got a key role in the market
success. Like-
 advertising motion
 public relations
 direct marketing
 sponsorship &sales promotion
Sales promotion are marketing and
communication activities which change the
price/value of the product or service
perceived by the target , thereby,
Generating immediate sales
Altering long-term value of the brand.

In order to develop a successful promotion
strategy, the target market must be clearly
defined. To understand the customer’s mental
process, the customer leaning curve is quite
useful.
Need
Awareness
Access
Motivation
Purchase
Know-how
Experience value
Retention

Company profile
Company started its beginning about a quarter
century before the onset of the ICE age, with
its
Construction business.
After a huge presence in real market, it got
diversified into-

-Manufacturing
-Financial services
-Media
Today’s scenario
The list of Group’s Successes is long and
eclectic-


H&R Johnson(India)ltd is the top name in
ceremic tiles.


Exide is one among the strongest brand of
batteries in automative and industrial field.

Latest deals done with-

Oberoi hotels.
Trident hotels.
Luxury resort Rajvilas.

 & other triumphs includes-


 Templeton asset management.

 Prism cement limited.
 Sonata software.

OUTLOOK UMBRELLA
Print Media-
 Outlook
 Outlook Money
 Outlook Traveler
 Outlook profit
 Outlook business
 GEO
 Marie claire


Web Media-
 Outlook India.com
 Outlook Traveller .com
 Outlook Money.com

Objectives-
Find out sales of magazine at various shops in-
 Green Park.
 Vasant Vihar
 IIT
Identify new segments and list out potential
clients.
Genereration of sales in each of the segments.
Promotional options
offered-
Cover on cover.
Offered to the clients, depending upon the


number of the subscriptions they contract for.

Strip.

Flap.
Gifts –
With every type of subscription, the company
uses push strategy for different magazines.
Competition-
For NEWSWEEK – TIME
For OUTLOOK BUSINESS - BUSINESS TODAY
 - BUSINESS
WORLD
For OUTLOOK TRAVELLER- NO ONE
For OUTLOOK EGO - NO ONE
For OUTLOOK PROFIT - FROM
NEWSPAPERS
For MARIE CLAIRE - VERVE

Findings of market study-
Markets studied are-


 GREEN PARK MARKET

 BASANT LOK MARKET
 BER SARAI
 IIT MARKET


 All the markets sold the no. of copies they

ordered for.
Observations from the
market study-
POP displays are maximum from outlook group.
No. of copies for outlook sold by any retailer
are almost similar.
More or less, Time &Newsweek magazines are
displayed together on the stalls.
Time banners/posters were not displayed at
any of the shops.
Newsweek circulation was not bound to be
satisfied by few of the retailers in GREEN
PARK.
Parameters for segment
Identification-
Price of the product.
Product profile.
Benefit to the client.
Requirements of the client.
Segments identified-
Golf courses.
Premium clubs.
Coaching institutions.
Hotels.
 -Rooms
 -Public Areas
 -Business Lounges
 -Fleet of cars.
Car rentals.
PVR /Cinemas.
Procedure adopted-
Prepare a comprehensive list of prospective clients
in each segment.
Gather information about a client &the key decision
maker.
Take appointment.
Meet the client.
Send proposal.
Follow-up
Settle terms &conditions.
Contract.
Delivery &POD.

Implementation-
Golf Courses-
Non profit golf courses
 Noida Golf Course.
 Army Golf Course.
Premium clubs-
 The resort country club.
 Delhi Flying club.
 Aero club of India.
 Delhi race club.
Continued-
Hotels
 The claridges.
 Shangri-la
 The park
 Hyatt
 The oberoi

Parameters For Market
Survey Analysis-
Gender Performance for english magazines.
Type of magazines acc. to prefrences by
respondents.
Analysis of reading hobbits of the respondent.
Place from where magazines are purchased.
Magazines subsribed by respondents.
Motivation for magazine subsription.
Gift evaluation parameters.
Continued-
Evaluation of magazines on the basis of
various attributes.
Analysis of OUTLOOK magazines on the basis
of attributes.
Perception of customers about OUTLOOK
magazine.
Areas over which OUTLOOK needs
improvement.

RESULTS
Findings-
Customers have inclination towards the gifts &
so has been used by the OUTLOOK group.

Salesmen selling magazines can only be
successful if they are proactive.

Clients will only buy the product if they get
some value out of that.
Suggestions-
Follow-up is very crucial for any call & hence
should be done very thoroughly by sales
executive.

DSR(Daily Sales Report)should come under the
system to improve efficiency.

Customized sample copy on the first meeting
would impact more.
Limitations-
More than one decision maker.
Clients were very apprehensive since one of
the magazine was new.
Off- season for some of the clients.
Client’s perception about magazine &brand
loyality.
Client bound by budget or contract with some
other magazine.
Conclusion-
Segment covered in the project are golf courses,
premium clubs ,hotels & car rentals.


Segments have large potential and are not tapped

–


- Investment Firms
- Pharmacy Companies
- Builders
- Credit Card Companies
- Hospitals / Nursing Homes
- MBA Institutes
- Builders
References-
Outlookindia.com
National Readership Survey
Indian Readership Survey
Internal database
www.google.com
