Download - 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 Page 1
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
M.S. Ramaiah Management Institute,Bangalore Page 2
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
M.S. Ramaiah Management Institute,Bangalore Page 3
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
M.S. Ramaiah Management Institute,Bangalore Page 4
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.
M.S. Ramaiah Management Institute,Bangalore Page 5
4.5 Summary of findings.
5 SUMMARY AND CONCLUSIONS 51 – 53
5.1 Summary of learning experience.
5.2 Conclusion and Recommendations.
ANNEXURE
BIBLIOGRAPHY
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CHAPTER 1
INTRODUCTION
1.1 General Introduction about Print Media Industry:
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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.
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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 .
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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.
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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.
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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
M.S. Ramaiah Management Institute,Bangalore Page 12
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.
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CHAPTER 2
PROFILE OF THE
ORGANIZATION
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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.
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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.
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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.
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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.
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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:
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2.4 Functional Departments of the Organization:
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Administrative Department
Marketing Department
Accounts Department
ADMINISTRATIVE DEPARTMENT
H.R Department
ADMINISTRATIVE DEPARTMENT
Product Designing Department
ADMINISTRATIVE DEPARTMENT
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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
M.S. Ramaiah Management Institute,Bangalore Page 22
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
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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
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2.5 Organization Structure and Organization chart:
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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
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4. Profit: Share Market Magazine
5. Traveller: Travelling Guide Magazine
6. Geo: Geographical Magazine
7. People: Celebrities Lifestyle Magazine
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8. Marie Claire: Fashion Magazine
9. Careers360: Student’s Career Solution Magazine
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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,
M.S. Ramaiah Management Institute,Bangalore Page 29
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
M.S. Ramaiah Management Institute,Bangalore Page 30
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.
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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.
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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.
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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
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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
M.S. Ramaiah Management Institute,Bangalore Page 35
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.
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CHAPTER: 4
STUDY OF
SELECTED
RESEARCH
PROBLEM
4.1 Statement of Research Problem
In overall research scenario of Outlook magazine company, the problems
were:
M.S. Ramaiah Management Institute,Bangalore Page 37
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
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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.
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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.
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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
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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CHAPTER 5:
SUMMARY AND
CONCLUSION
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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.
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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.
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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 [ ]
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(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 [ ]
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8) Which factors influence for the renewal of your subscription
(a) Quality [ ]
(b) Service [ ]
(c) Brand Loyalty [ ]
(d) For availing new gifts [ ]
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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
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