HIGHLIGHTS • Total Turnover: Over Rs. 86 billion ($ 2.1 billion)

• Total Capital Employed: Over Rs. 57 billion ($ 1.4 billion)

• Total Employees: 19,000

 Mission

• Achieve customer delight by offering quality products and services.

• 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.

PRINT MEDIA

• Current Size: Rs 19,500 Crore

• Projected Size By 2012: Rs 24,460 Crore

• CAGR: 12%

Reasons :-

• Booming Indian Economy.

• Rising Consumer Spending.

• Literate Population On The Rise.

• Foreign Media Investing In Indian Publications.

• Group Started In October, 1995

• Headed By: Mr. Vinod Mehta (Editor-in-chief)

• 1.5 Million Readers (National Readership Survey - 2007)

• One Of India’s Four Top-selling English Weekly Magazine.

• Competitor: India Today (35-years old Brand)

PROJECT TITLE

Market Survey & Product Promotion

• Division Sales & Product Promotion

• First Month Direct Approach

• Second Month Govt. & Private Sectors

• Third Month Canopies Outside Gardens

NEED OF THE PROJECT  

Learning Process

• How strategies are made and implemented?

• How work is done in teams?

• How performance is evaluated?

• Why targets are important to achieve?

OBJECTIVES

• To find the frequency of magazines purchased or subscribed -

weekly, fortnightly, monthly in Chandigarh.

• To find the most preferred magazine in Chandigarh.

• To find the monthly budget of readers for their favourite

magazine.

• To identify the factors which motivate readers to purchase a

magazine.

• To find most preferred magazine of outlook in Chandigarh.

RESEARCH METHODOLOGY

Non- Probability Sample Method

• Convenience sampling & Judgmental sampling

1. PRIMARY DATA

- By Observation.

- Through Personal Interview.

 

2. SECONDARY DATA

- Internet

 

MARKETING STRATEGIES ADOPTED

1. Mass impersonal selling methods (Advertising).

 

Pull Blend.

 

2. Face to face personal selling (Salesman ship).

 

Push Blend.

 

• Both of these are closely related to the Channel of Distribution.

FINDINGS

52%33%

9%6%

MONTHLY MAGAZINE BUDGETBELOW Rs. 150 Rs. 150 - 300 Rs. 300 - 450 ABOVE Rs. 450

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BRAND CONTENT OFFERS SERVICE AVAILABILITY

MOST ATTRACTIVE 8 6 7 8 9

LEAST ATTRACTIVE 2 4 3 2 1

BUYING BEHAVIOUR

OUTLOOK

INDIA TODAY

THE WEEK

THE ECONO

MISTGEO

TRAVELLER MONEY PROFIT FEMINA

RATING 8.5 9 6 7 7.5 8 6.5 3.5 2.5

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MAGAZINE RATING

Q. Which brand of OUTLOOK, would you like to subscribe? (If interested)

SWOT - S

• Eleven different magazines covering each and every segment

of the market.

• Co - promoters of international magazines like - Marie Claire,

GEO and News week.

• OUTLOOK has well organized and experienced man power.

• OUTLOOK has set up its own strong distribution channels.

 

SWOT – W, O, T Weaknesses

1. Slow Processing In Case Of Magazine And Gift As Well.

Opportunities

1. Launch Three New Magazines, Related To Auto Industry, Beauty Parlours And OUTLOOK Technology.

2. Opportunity To Promote Its Magazines At International Level.

Threats

1. Strong Competition.

2. Perception Of Readers’, OUTLOOK Favours Congress Party.

 

SUGGESTIONS

• Group Should Promote These Magazines: GEO, MARIE

CLAIRE, CAREERS 360, NEWSWEEK

• Design New Systems To Increase The Efficiency Of Sales

Executive.

• Group Should Promote Its Magazines At International Level.

• Tie-ups With International Magazine Publication Houses.

• Backbone Of The Group Is Its Experienced Manpower.

TREND ANALYSIS

Trend Percentages (Base Year 2007 = 100)

Year Sales Profit Before Tax

Amount

Rs.

Trend% Amount Rs.

Trend%

2007 15,329,610 100 8,821,402 100

2008 18,129,020 118 11,320,111 128

2009 20,180,000 131 13,899,768 157