outlook project1

PROJECT REPORTPROJECT REPORT

ONON

MARKETING OF VARIOUS OUTLOOK MAGAZINESMARKETING OF VARIOUS OUTLOOK MAGAZINES

ATAT

OUTLOOK PUBLISHINGOUTLOOK PUBLISHING

(INDIA) PVT. LTD., BANGALORE(INDIA) PVT. LTD., BANGALORE

A Project Report submitted in partial fulfilment of the requirements of the award of A Project Report submitted in partial fulfilment of the requirements of the award of

Post Graduate Diploma in ManagementPost Graduate Diploma in Management

All India Management AssociationAll India Management Association

(New Delhi)(New Delhi)

BYBY

MD RIZWAN ZAMANMD RIZWAN ZAMAN

Under the guidance ofUnder the guidance of

Prof. Purnima RamaswamyProf. Purnima Ramaswamy

M.S. M.S. Ramaiah Ramaiah Management InstituteManagement InstituteM S Ramaiah Nagar, MSRIT Post,M S Ramaiah Nagar, MSRIT Post,

Bangalore – 560 054Bangalore – 560 054

Batch: 2009 – 2011Batch: 2009 – 2011

M.S. Ramaiah Management Institute,Bangalore

GUIDE CERTIFICATE

This is to certify that Mr. MD RIZWAN ZAMAN has successfully completed the project

work titled “MARKETING OF VARIOUS OUTLOOK MAGAZINES” required for the

award of POST GRADUATE DIPLOMA IN MANAGEMENT (AIMA) during the academic

year 2009-2011.

This project work has not been published anywhere or submitted either wholly or

partially for award of any degree or diploma. It is the original work carried out by the

candidate.

Place: Bangalore Prof. Purnima Ramaswamy


STUDENT’S DECLARATION

I declare that the project titled “Marketing of Various Outlook Magazines” is an

original project done by me and no part of the project is taken from any other project

or materials published or otherwise or submitted earlier to any other college or

university.

___________________

Student’s Signature


ACKNOWLEDGEMENT

I extend my special gratitude to our beloved Director Mr. Anandaram, Dean Mr. V.

Narayanan for inspiring me to take up this project.

I wish to acknowledge my sincere gratitude and indebtedness to my Project Guide Prof.

Purnima Ramaswamy, Coordinator (PGDM-AIMA) of M S Ramaiah Management

Institute, Bangalore for her valuable guidance and constructive suggestions in the

preparation of the Project Report.

I extended my gratitude to ‘OUTLOOK PUBLISHING (INDIA) PVT. LTD,

BANGALORE’. And the Manager Mr. Niraj Srivastava and to all my colleagues,

friends for their encouragement, support, guidance and assistance for undergoing

industrial training and for preparing the project report.

Md Rizwan Zaman


TABLE OF CONTENTS

CHAPTER CONTENTS PAGE NO.

1 INTRODUCTION 7 – 13

1.1 General Introduction about the sector.

1.2 Profile of the industry.

a. Origin and development of the industry.

b. Growth and present status of the industry.

c. Future of the industry.

2 PROFILE OF THE ORGANIZATION 14 – 33

2.1 Origin of the Organization.

2.2 Growth and development of the Organization.

2.3 Present status of the Organization.

2.4 Functional Department of the Organization.

2.5 Organization structure and Organization chart.

2.6 Product & services profile of the Organization.

2.7 Market profile of the Organization.

2.8 SWOT analysis

3 DISCUSSIONS ON TRAINING 34 – 35

3.1 Students’ work profile (Role and Responsibilities).

3.2 Description of live experiences.

4 STUDY OF SELECTED RESEARCH PROBLEM 36 – 50

4.1 Statement of research problem.

4.2 Statement of research objectives.

4.3 Research design and methodology.

4.4 Analysis of data.


4.5 Summary of findings.

5 SUMMARY AND CONCLUSIONS 51 – 53

5.1 Summary of learning experience.

5.2 Conclusion and Recommendations.

ANNEXURE

BIBLIOGRAPHY


CHAPTER 1

INTRODUCTION

1.1 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 a

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.

1.2 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 came another news paper, 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 Roy’s papers were Sambad

Kaumadi, Brahmical Magazine, Mirat-ul-Akhbar, and Bangadoota & Bengal

Herald .


ASSAMESE: Amnodaya, a distinguished journal in the Assamese language was

started in 1846 under the editorship of the Reverend Oliver.T.Cutter.

GUJARATI: The newspaper with the greatest longevity in India, Mumbai Samachar

was also the first Gujarati Newspaper. It was established in 1822 by Farduvji

Marzaban as a weekly & then became a daily in 1832.

HINDI: The first Hindi daily was samachar Sudhavarshan (Calcutta, 1854). Later

Samayadant Martand, Banaras Akhbar, Shimila Akbar & Malwa Akhbar came out.

Calcutta was the birth place not only of English, Bengali & Hindi journalism. The first

Urdu newspaper was published by Urdu Akhbar in the second decade of the 19th

century.

KANNADA: Kannada Samachar was the earliest Kannada journal, according to

many scholars. But others think that the first Kannada journal was Mangaloora

Samachar. Later Subudhi Prakasha, Kannada Vaatika, Amnodaya, Mahilaasakhi &

Sarvamitra came out during the 18th century.

MALAYALAM: Mathrubhumi, Malayala Manorama, Kerala Kanmudi are the main

newspapers of Kerala. The other daily newspapers are Desabhimani, Mangalam,

Madhyamam, Chandrika, Deepika etc.


MARATHI: Darpan was the first Marathi newspaper started on 6 January 1832.

Kesari & Sudarak were other papers of the 18th century. Induprakash was an

Anglo- Marathi daily established in 1862.

ORIYA: The first Oriya magazine Junaruna was published by the Orissa Mission

Press in 1849 under the editorship of Charles Lacey. Then came another

publication from the same press ‗Prabhatchandrika‘, under the editorship of William

Lacey. Utkal Sahitya, Bodhadayini, Baleshwar Sambad Balika etc… started in the

18th century.

PUNJABI: Although Maharaja Ranjit Singh encouraged the development of Punjabi

journalism. The earliest Punjabi newspaper was a missionary newspaper. The first

printing press in Punjab was established in Ludhiana in 1809.

TAMIL: The first periodical Tamil Patrika a monthly was brought out in 1831 by the

Religious Tract Society in Madras; it lasted till 1833. The next periodical weekly was

the Dina Vartamani published in Madras from 1856 by the Dravidian press & edited

by the Reverend P.Percival. Later Swadeshamitran, Deshabaktan etc… were other

papers.

TELUGU: Kandukuri Veeresaliongam Pantulu, known as the Father of the

renaissance movement in Andhra & the founder of modern Telugu, sparked a social

reform movement through his weekly Vivekavardhini. He also founded separate

journals for women; Satihitabodhini.

URDU: Sir Sayyid Ahmed Khan, a great educationist, judge & social reformer did

much for the development of Urdu journalism.


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-

examining 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.

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.


CHAPTER 2

PROFILE OF THE

ORGANIZATION


2.1 Origin of the Organization

In October 1995, group company Hathway Investments Private Limited entered the

print media. Outlook, a weekly newsmagazine headed by Vinod Mehta, galvanised

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.

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. 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 Coned Nast Traveler ranked as one of the 25 best

villa hideaways in the world.

Prism Cement Ltd has a production capacity of 2.5 million tones; 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

Asian Satellite Communications, the group is also a significant stakeholder in the

growing convergence business in India. Co-promoters of RMC Ready mix (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.

2.2 Growth and Development of the Organization

India offers a promising market for the print media industry. The expected CAGR of

12 per cent up to 2011 is a result of the increasing rate of literacy and thus the

increase in the number of people reading newspapers and magazines. Also, the

demand for the latest events in the country and the world is driving the newspaper

industry growth. In 2011, the print media is expected to reach Rs. 19,500 cr from its

present value of Rs. 10,900 cr.


The bright future and the immense scope of the Indian print media have also

aroused the interest of foreign investors and recently the government has opened

up the sector to foreign investment. Foreign media has also shown interest in

investing in Indian publications. The revenues for India's newspaper market are

generated from advertising and circulation. India's growth rate in this segment is

poised to be higher than the average rate of growth in the Asia-Pacific region over

the next four years. Digital printing, new ways of promotion and distribution are the

latest trends and content being the focus of the print media industry.

Analysis of market share of Outlook from past 5 years:

Year Percentage

2005 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.


Growth chart of the Organization from the year

2005-2009:

The company has grown marginally at the 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.


2.3 Present Status of the Organization:

Magazine Market Share

Outlook 25%

India Today 32%

Business Today 12%

Others 31%

Market Share of the Organization:


2.4 Functional Departments of the Organization:


Administrative Department

Marketing Department

Accounts Department

ADMINISTRATIVE DEPARTMENT

H.R Department


Product Designing Department


OUTLOOK STAFF:

EDITOR-IN-CHIEFVinod Mehta

Publisher: Maheshwer PeriEditor: Krishna PrasadExecutive Editor: Bishwadeep MoitraManaging Editor: Nandini MehtaForeign Editor: Ajaz AshrafBusiness Editor: Sunit AroraSenior Editors: Ajith Pillai, Sunil Menon, Anjali PuriPolitical Editor: Smita GuptaBureau Chiefs: Saba Naqvi Bhaumik (Delhi) Smruti Koppikar (Mumbai)Books Editor: Sheela ReddyPhoto Editor: T. NarayanSr Assistant Editor: S.B. EaswaranAssociate Foreign Editor: Pranay SharmaAssistant Editors: Namrata Joshi, Manisha Saroop, Arindam Mukherjee, Lola Nayar, Anuradha Raman

www.outlookindia.comEditor: Sundeep DougalIT-Manager: Raman AwasthiSoftware Engineers: Anwar Ahmad Khan, Manav MishraWeb 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 KapadiaKolkata: Dola MitraBangalore: Sugata Srinivasaraju (Associate Editor, South)Chennai: Pushpa Iyengar (Bureau Chief)Chandigarh: Chander Suta Dogra (Bureau Chief, North)Bhopal: K.S. Shaini


http://www.outlookindia.com/

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-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 (features): Alok Mathur

Vice President (Circulation): Niraj Rawlley

General Managers: Anand Dutt (Advertising)

Asst General Managers : Kabir Khattar (Corp), Rajeshwari Chowdhury (West), Swaroop Rao (Bangalore), Moushumi Banerjee Ghosh (East), Uma Srinivasan (Chennai), Rakesh Mishra (Production)

National Heads: Himanshu Pandey (Business Development), Alex Joseph (Retail)

Regional Managers: Arokia Raj

Senior Managers: B.S. Johar, Darryl Arahna, Kartiki Jha, Keshav Sharma, Pankaj Sahni, Rajendra Kurup

Manager (Brands) : Shrutika Dewan


Managers: Ashish Arora,Anindya Banerjee, Anjeet Trivedi, Chetan Budhiraja, Chetana Shetty, Deshraj Jaswal, D.R. Wadhwa, Gopal K. Iyer, Indranil Ganguly, Kuldeep Kothari, Mukesh Lakhanpal, Ramesh, Sanjay Narang, Shashank Dixit, Shekhar Pandey, Vinod Joshi

HEAD OFFICE

AB-10, S.J. Enclave, New Delhi - 110 029Tel: 26191421; Fax: 26191420 E-mail: [email protected]

BANGALORE OFFICE

407, Regency Enclave, 4, Magrath Road, Bangalore – 560025Tel: 2558 2806/07; Fax: 25582810

OTHER OFFICES

Mumbai Kolkata ChennaiHyderabad

Mission and Vision of the Outlook Group

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


mailto:[email protected]

2.5 Organization Structure and Organization chart:


CHAIRMAN

PRESIDENT(PERSONAL BUSINESS)

PRESIDENT(HOME BUSINESS)

PRESIDENT(ENTERPRISE BUSINESS)

SENIOR VP

VP

GM

DGM

AGM

SENIOR MANAGER

MANAGER

ASST. MANAGER

MGMT. TRAINEE

2.6 Products and Services of the Organization:

Outlook has different kinds of magazines:

1. Outlook: General Magazine(also in Hindi)

2. Money: Financial Magazine

3. Business: Business Magazine


4. Profit: Share Market Magazine

5. Traveller: Travelling Guide Magazine

6. Geo: Geographical Magazine

7. People: Celebrities Lifestyle Magazine


8. Marie Claire: Fashion Magazine

9. Careers360: Student’s Career Solution Magazine


Competitors:

There are mainly four competitors of the company in the market, as mention

below:

1. INDIA TODAY (competing with Outlook English magazine)

2. BUSINESS TODAY (competing with Outlook Business)

3. THE WEEK (competing with Outlook English magazine)

4. BUSINESS WORLD (competing with Outlook Business)

1. INDIA TODAY

It was launched in 1975 and in just a few years, it became the leading news

magazine in the country. Now, with editions in five languages, it has become

the most widely read publication in India-a position it has held for over a

decade –with a circulation of 1.1 million every week and a readership of more

than 15 million.

The magazine’s leadership is unquestioned; so much so that INDIA TODAY is

what Indian journalism is judged by, for integrity and ability to bring unbiased

and incisive perspective to arguably the most dynamic, yet perplexing reason

in the world. Breaking news and shaping opinion, it is now a household name

and the flagship brand of India’s leading multi dimensional media group. INDIA

TODAY asks the most difficult questions and provides the clearest answers.

The success of INDIA TODAY in English led to an idea; good journalism

should not be restricted by language. In a country with 12 major languages,


the non-English readership of hundreds of millions of millions could not and

should not be ignored; it was decide to publish.

INDIA TODAY, in the major Indian languages, effectively melding national

news with local needs. At present, INDIA TODAY is published in four major

Indian languages; Hindi, Tamil, Telugu, and Malayalam.

2. BUSINESS TODAY

It is largest-circulated business fortnightly in India. It’s the best report of the

business topography of the newly liberalized 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.

Ever since its inception in 1992, it has set one benchmark after another in

business reporting. It was first to do serious reporting on management

theories. And then again it’s the first to bring whole new genre of business

journalism-more up close and more incisive. Today, BUSINESS TODAY

commands the highest circulation and readership among all business

magazines in India.

3. BUSINESS WORLD

It is part of the ABP Group, one of India’s largest media groups and the brand

leader in eastern India. ABP also publishes Ananda Bazaar Patrika, a widely


popular Bengali daily, and the Telegraph, the largest and 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. It is an emerging sector, 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 Pharma 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 behaviour

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 becoming important forums to set

agendas and address crucial issues. The magazine most respected

companies Awards and the BW-NID Design award are considered as

benchmarks of corporate excellence by Indian corporate.


4. THE WEEK

Popular weekly magazine published by Malayalaya Manorama Group of

Kerala.

2.7 Market Profile of the Organization:

Outlook is the 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:

a. Universities

b. Libraries

c. Corporate

d. Household

e. Retail Customers

At OUTLOOK, guiding principles are:

Customer service and customer satisfaction.

Understanding the culture, social environment and individual customer

requirements.

To cater all varied needs of customers.

They understand customer’s needs and wants and serve according to their

requirements.

They pride themselves on a friendly and open approach.

Team of experienced people who understand the Indian risk drives them.


2.8 SWOT Analysis:

Strengths

Good quality of magazines

Customer satisfaction with contents of its magazines

Outlook is the preferred magazine of 1.5 million readers in India

Outlook sells more than 11.2 million copies over the year

Good brand name and reputation in the market

Attractive offers, discounts and gifts on the subscription of the

magazine

Weaknesses

Higher cost of the magazines

Delivery of magazines

Distribution channel

Opportunities

The Print Media sector is one of the fastest growing sectors in India

It is the seven or eight English mainline dailies that are driving the

growth

They have over 300 certified publication coming out

Expanding business across global as coming out with the

“Newsweek” magazine, a US based magazine.


Threats

India Today is capturing the major share of the market

The Week is also a close competitor of Outlook

As the increase in other mode of information like TV, Radio, Mobile

and Internet, etc. Reading habit in youths is lessening


CHAPTER 3

DISCUSSION ON

TRAINING

3.1 Students’ Work Profile (Role and Responsibilities)

As a sales marketing executive, I had to meet clients and had to understand

their requirements and then market my product as per the situation and criteria


and methodologies used in descriptive ways; Converting the leads given to me

by the Tele-callers; Meeting with the clients explaining them about Outlook

product; Answering the customer queries.

Marketing of various Outlook magazines, Report on customer requirement on

daily basis. Preparation of customer’s feedback report about the services

provided by OUTLOOK PUBLISHING (INDIA) PVT. LTD

3.2 Description of Live Experiences:

This training has been a good learning experience, where I could understand

the realities of the corporate world.

Real exposure to the corporate world, which helped me a lot in understanding

the mind set of executives to a certain extent.

Learned about customer requirements, customer mind set how to convince

others.

It helped me in improving my communication skills, presentation skills and

how to behave in front of executives.

I used to come across different types of customers, which increased my

confidence level.


CHAPTER: 4

STUDY OF

SELECTED

RESEARCH

PROBLEM

4.1 Statement of Research Problem

In overall research scenario of Outlook magazine company, the problems

were:


Customers are not satisfied regarding the advertisements given in

the magazine.

Business Today is capturing the major share followed by the Outlook

Business, Business and Economy, and the local magazines tap the

remaining part.

Distributions of Outlook magazines are not in time.

Customers accept additional copies and more pages in Outlook

Business magazines.

4.2 Statement of Research Objectives

The research objectives of the selected research problem are as follows:

To study customer satisfaction by finding various coverage area.

To find out market share of Outlook magazine .

To find out the competitors of Outlook

To analyze the customer‘s needs regarding the product and policies

formulated by the company

To find out the brand image of outlook magazine

To offer suggestions based findings.

4.3 Research Design and Methodology

The study is based on survey technique .The study consists of analysis about

customer’s awareness and satisfaction. For the purpose of the study 50


customers are selected and their views solicited on different parameters. The

methodology adopted includes

Questionnaire

Convenience sample survey of customers.

Discussions with the concerned persons

Personal interviews and informal discussions were held with

customers to ascertain the awareness and satisfaction level. Further

applying simple statistical technique the data collected was

processed.

SOURCES OF DATA:

Primary Data:

Questionnaire

Convenience sample survey of customers.

Discussions with the concerned persons

Secondary Data: are published materials such as periodicals,

journals, news papers and website

SAMPLING PLAN:

A sample of fifty customers was chosen for the purpose of the

study. Sample considers of small investors, large investors and

traders.


Sampling Methods: Probability sampling requires complete

knowledge about all sampling units in the universe. Since due

to time constraint convenience sampling was chosen for the

study.

Sampling Procedure: From large number of customers of

Outlook Publishing Pvt. Ltd some were randomly selected.

Field Study: The respondents were directly approached.

Collection of Data through Questionnaires:

The data collected for the study purpose is through questionnaires. Fifty

randomly selected customers of data (information revealed from the

customers) were analyzed.

Convenience Sample Survey of Customers:

Customers of our product were selected randomly which is very reliable to

know mind set of the customers regarding the product and services and also

this method of data collection is very helpful in time and money saving. So

respondent are selected through random selection method due to time and

money saving purpose.

Discussions with Concerned Persons:

For data collection purpose I asked an open-ended question regarding

services of Info magic and took the feedback from them better improvement of

product and services.


4.4 Analysis of Data

Analysis of data plays a vital role in any research or project. The analysis

gives a clear –cut idea of the total research. Analysis of data is therefore done

by the use of statically distribution, construction of diagram and calculating

sample measures like percentage and ranking, which lead to finding and

suggestions. In this the data are analyzed using tools like bar charts, pie

charts and tables.

The data and charts shown below are on the basis of the survey done of the

50 people. All the people included in the survey are the professionals and

above 20 years of age.

Table 1: Showing the percentage of readers of different magazines


Chart 1: Showing the percentage of readers of different magazines

INTERPRETATION

From the above table we can interpret that India Today is capturing the major

share followed by the Week. Outlook, Business World and the remaining part

is tapped by local magazines.


MAGAZINESPERCENTAGE OF

READERS

INDIA TODAY 28

OUTLOOK 25

THE WEEK 22

BUSINESS WORLD 16

OTHERS 9

TOTAL 100

Table 2: Showing the factors that influence to buy magazines

FACTORSPERCENTAGE OF

READERS

Cover Story 37

Contents 35

Brand 21

Price 7

Total 100

Chart 2: Showing the factors that influence to buy magazines

Interpretation:

From the above table and graph we can interpret that majority of the

respondent are influence to buy the magazines for the purpose of cover story

and contents of the magazine.


Table 3: Showing the customers preferences to read the magazines:

PREFERANCEPERCENTAGE OF

READERS

Cover Stories 33

Current Event 32

Business News 15

Carrier Relate Issues 13

Interviews 5

Entertainment 2

Total 100

Chart 3: Showing the customers preferences to read the magazines

Interpretation

From the above table we can interpret that majority of the respondents are

buying magazine because of they prefer cover story and contents.


Table 4: Showing the customer’s satisfaction level with the contents of

Outlook magazine

SATISFIED WITH THE CONTENTS

PERCENTAGE OF CUSTOMERS

Satisfied 63

Un-Satisfied 37

Total 100

Chart 4: Showing the customer’s satisfaction level with the contents of

Outlook magazine

Interpretation:

From the above study we come to know that 63% of the respondents are

satisfied with the contents of Outlook magazine.


Table 5: Shows the customer reaction about the advertisements given in the

magazine

ADVERTISEMENTS GIVEN IN A

MAGAZINES

PERCENTAGE OF RESPONDENTS

More 41

Medium 29

Average 26

Less 4

Total 100

Chart 5: Shows the customer reaction about the advertisements given in the

magazine

Interpretation:

It is clear from the above table that customers are not satisfied regarding the

advertisements given in the Outlook magazine.


Table 6: Shows the satisfaction with subscriptions of Outlook magazine

SUBSCRIPTIONS OF OUTLOOK

PERCENTAGE OF RESPONDENTS

Satisfied 42

Un-Satisfied 58

Total 100

Chart 6: Shows the satisfaction with subscriptions of Outlook magazine

Interpretation:

It is clear from the above table that most of the customers are not satisfied

with the subscription of the Outlook magazine.


Table 7: Shows the factors influence to go for the subscription of outlook

magazine.

INFLUENCESPERCENTAGE

OF CUSTOMERS

Discounts 31

Quality 29

Availability 21

Gifts 19

Total 100

Chart 7: Shows the factors influence to go for the subscription of outlook

magazine

Interpretation:

From the above chart it is clear that the customers are going for the

subscription of the magazine because of the discounts.


Table 8: Shows the customer’s interest in renewing their magazine

subscription:

CUSTOMERSPERCENTAGE

OF RESPONDENTS

Yes 81

No 19

Total 100

Chart 8: Shows the customer’s interest in renewing their magazine

subscription

Interpretation:

When asked the customer about their interest in the renewal of their

subscription, 81% of the respondents showed a positive response.


Table 9: Shows the factors influence to go for the renewal of subscription

period.

INFLUENCESNO. OF

RESPONDENTS

Quality 41

Service 29

Brand loyalty 18

For availing new gifts 12

Total 100

Chart 9: Shows the factors influence to go for the renewal of subscription

period.

Interpretation:

This chart shows customers are influenced by the quality and service of the

magazine.


4.5 Summary of findings

From the above tables and charts I found that

o India Today is capturing the major share followed by the Week,

Outlook, and Business World.

o Most of the customers buy the magazines for the purpose of cover

story and contents of the magazine.

o Most of the customers are not satisfied regarding the advertisements

given in the magazine.

o Most of the customers buy the subscription of the magazine because

of the discounts.

o The customers are satisfied with the contents and quality of the

Outlook magazine.

Analyzing the market research we can say that there are some problems and

these problems need well improved solutions and further more proper

approach is required and there should be well sources of knowledge in the

area, the involvement should be in full proportion and regular courses of study

of market research and the strategies adopted should be appropriate and in

well direction as per needed.


CHAPTER 5:

SUMMARY AND

CONCLUSION


5.1 Summary of Learning Experience:

When I joined OUTLOOK PUBLISHING (INDIA) PVT. LTD as a Management

trainee, 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 MD (Managing Director) though I came to know what really

marketing is? While the job is very difficult for me because for the first time I

was doing that type of work but some time I got habituated with that kind of

environment. I got so much of confidence and experience by working (in

marketing field) and other activities I have learnt.

1. I learned how to present oneself in front of the customers.

2. I am able to relate what I have studied in college with practical

experience.

3. It helped me in improving my communication skills.

4. I am able to understand consumer buying behaviour and their

way of thinking, choice and preferences.

5. I am able to understand about products, services and the

relevant field very well.

6. I have learned how to motivate Dealers and Customers for the

profit maximization of the Organization.


5.2 Conclusion and Recommendations:

Conclusion

The project assigned to me was to market of various Outlook magazines and

I have put my whole hearted efforts to complete it in best efficient and

effective way. I have done survey of 50 people from different prospects and

on basis of that data gathered from that survey I got to know that OUTLOOK

has a good brand image in customers mind and the customer has a quality

image of OUTLOOK in their minds.

Recommendations

On the basis of extensive study and research, here are some recommendation

and suggestion, which may help the company to market the product and

service more profitability and increase its share in the market.

They should adopt proper positioning strategy and should arrange

extensive promotional activities.

They should adopt proper pricing strategy so that they can compete in

the market successfully.

They should improve their distribution network so that they can

distribute the magazine on time.

They should give reasonable discounts and attractive gifts on the

subscription of the magazine to increase the sales.


ANNEXURE

QUESTIONNAIRE:

Name…………………………………..

1) Which one of the following Magazines you read?

(a) Outlook Business [ ]

(b) Business Today [ ]

(C) Business and Economy [ ]

(d) Others [ ]

2) Which factors influence you to buy the Magazines?

(a) Cover Story [ ]

(b) Brand [ ]

(c) Price [ ]

(d) Contents [ ]

3) What exactly you expect from the Magazine?

(a) Current event [ ]

(b) Entertainment [ ]

(c) Business News [ ]


(d) Exciting News [ ]

(e) Cover Stories [ ]

(f) Carrier related issues [ ]

4) Are you satisfied with the service of OUTLOOK?

(a) Yes [ ]

(b) No [ ]

5) What do you think about the advertisement given in the

magazine are?

(a) More [ ]

(b) Medium [ ]

(c) Average [ ]

(d) Less [ ]

6) What influenced you to go for the subscription of Outlook

Magazine?

(a) Quality [ ]

(b) Availability [ ]

(c) Gifts [ ]

(d) Discounts [ ]

7) If your subscription period is exhausted then would you want to

continue your subscription period?

(a) Yes [ ]

(b) No [ ]


8) Which factors influence for the renewal of your subscription

(a) Quality [ ]

(b) Service [ ]

(c) Brand Loyalty [ ]

(d) For availing new gifts [ ]


BIBLIOGRAPHY

BOOKS AND REFERENCE

Marketing Management –Philip Kotler

Marketing: An introduction –Philip Kotler and Armstrong Gary

Marketing in India: Neelamegham S

Marketing Research

NEWSPAPERS

The Times Of India

The Economic Times

Business Standard

WEBSITES

www.outlookindia.com

www.google.com

www.projects.com


http://www.projects.com/

http://www.google.com/

http://www.outlookindia.com/

outlook project1

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