Understanding Customer Preferences for Outlook Magazines

Amit Kumar Pandey
Roll No- M20177
Collage-SIMSREE
MMS Class of 2020-22

Declaration
I hereby declare that the Training Report conducted at OUTLOOK INDIA
PRIVATE LIMITED, NEW DELHI Submitted in Partial fulfillment of the
requirements for the Degree of
Master of Management Studies
TO
SIMSREE - Sydenham Institute of
Management Studies Research and
Entrepreneurship Education
Address- B-Road, Church gate, Mumbai 400 020,
Is my original work and the same has not been submitted for the award of
any other degree/diploma/fellowship or other similar titles or prizes.
Place: Varanasi BY-Amit Kumar Pandey
Roll No- M20177
Collage-SIMSREE
Date: 29/05/21

TABLE OF CONTENTS
Declaration………………………………………………….2
Letter of Authorization……………………………………. 4
Acknowledgement………………………………………….6
Executive Summary………………………………………...8
Introduction…………………………………………………9
About the company………………………………………11
Mission of the company………………………………….12
Vision of the company…………………………………...13
Review of Literature……………………………………….28
Research Methodology…………………………………….29
Task 1…A…. CUSTOMER RELATIONSHIP MANAGEMENT ………………………….29
B…. CUSTOMER RELATIONSHIP MANAGEMENT ………………………….
Task 2 …. DIGITAL MARKETING ……………………………………………………………….51
Task 3……. PRODUCT AND BRAND MANAGEMENT…………………………………63
Task 4……ADVERTISEMENT…………………………………………………………………65
References: ……………………………………………………………………….82
NPS Google sheet survey response Link………………………………………87

Letter of Authorization
Dear Amit Kumar Pandey,
Sydenham Institute of Management Studies, Research & Entrepreneurship
We are writing to inform you of our willingness to offer Summer Internship to
you in your preferred Domain.
Our Summer Internship is based on a unique model and offers students an
opportunity to experience-based learning while giving them a chance to earn.
• The Summer Internship will commence from 20/04/2021 to 20/06/2021
which can be extended on mutual consent.
• This Summer Internship will be totally Virtual.
Due to lockdown, you shall be provided with assignments that can be
undertaken from your respective places of stay.
You will be earning up to Rs 15,000 per month in the Summer Internship.
The commission shall be disbursed only after three months from the
completion of internship.
Our unique programme will boost your learning and we are confident that it
would bring value to the organization too.
We welcome you to Outlook Group and hope you have a rich experience in
learning and earning.
Yours sincerely, Sadhana Tiwari Assistant Manager Outlook Group
PS: It is an internship offer, and shall not be considered as an employment offer.
Outlook Publishing India Pvt Ltd, AB-10, Safdarjung Enclave, New Delhi –
110029

Approval
This is to approve that Amit Kumar Pandey, student of Master of Management
Studies at SIMSREE - Sydenham Institute of Management Studies Research and
Entrepreneurship Education, Address- B-Road, Church gate, Mumbai 400 020, is
pursuing the Summer Internship on “The Study of Customer Preference for
choosing a particular magazine of Outlook.
BY- Puneet Tulsiyan
SIMSREE
Address- B-Road, Church gate, Mumbai 400 020

Acknowledgement
The success and final outcome of this project required a lot of guidance and
assistance from many people and I am extremely fortunate to have got this all
along the completion of my project work. Whatever I have done is only due
such guidance and assistance and I would not forget to thank them.
I would like to thank OUTLOOK PUBLISHING INDIA PVT LTD to complete my
internship in this organization and supporting me in all the ways to complete
my summer internship training. I also take this opportunity to express a deep
sense of gratitude to Ms. Sadhana Tiwari (Asstt. Manager, OUTLOOK
PUBLISHING INDIA Private Limited) her cordial support, valuable information
and guidance, which helped me in completing this task through various stages.
I take this opportunity to express my profound gratitude and deep regards to
guide Mr. Pritam Sir from Outlook for his exemplary guidance, monitoring and
constant encouragement throughout the course of this project. The blessing,
help and guidance given by his time to time shall carry me a long way in the
journey of life on which I am about to embark.
I would like to express my gratitude and indebtedness to the management and
staff of SIMSREE - Sydenham Institute of Management Studies Research and
Entrepreneurship Education for providing me this wonderful opportunity to gain
practical industrial exposure in the field of marketing and sales by including this
summer internship as part of my curriculum.

Lastly, I thank almighty, my parents, brother, sisters and friends for
their constant encouragement without which this assignment would
not be possible.
BY-Amit Kumar Pandey
M20177
SIMSREE - Sydenham Institute of Management Studies Research and Entrepreneurship
Education
Address- B-Road, Church gate, Mumbai 400 020

Executive summary
The OUTLOOK Group is one of the best magazine publishing groups in India. It
is a well- known brand and appreciated all over the world. Mr. Rajan Raheja is
the owner of The OUTLOOK Group. THE OUTLOOK has been published in New
Delhi continuously since Oct.1995 by The OUTLOOK Group, whose founding
editor-in –chief is Mr. Krishna Prasad. OUTLOOK is one of India’s four top-
selling English weekly news magazine. Its branches are established in New
Delhi, Kolkata, Bangalore, Mumbai, Chennai and Hyderabad. The head office
of the outlook group is situated in New Delhi.
Today Outlook is the preferred magazine of about 2 million readers in India,
and sells more than 12 million copies over the year. There are 6 magazines of
outlook group. One of those magazines (OUTLOOK) is in Hindi and other five
are available in English.

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Introduction
In India the Print media is more than an exceptionally old and settled
industry. The print business involves daily paper and magazine publishing.
Book publishing is smaller yet critical as far as income. Despite the fact that
it is a full-grown industry, new magazines are continuously dispatched
consistently. India has been one of the quickest developing world
economies since the previous three years. Solid utilization and rising income
levels have helped the development of print media. New titles that
concentrate on niche topics continue to launch in the market. The sources
of revenue for a magazine are membership, single, duplicate deals and
commercials. Give or take 73% of income originates from promoting and
27% from circulation.
The magazine business is experiencing an extreme stage in India much the
same as in different nations. Daily papers have added supplements to their
principal issue and encroached on the substance secured by magazines
prior. TV stations have additionally been dispatched in diverse classifications
that didn't exist a couple of years back. Furthermore with the increased
usage of the Internet in the nation, more individuals are currently
consuming news and stories on distinctive points on the web and
cellphones. There is still an interest for top quality print content and
magazines will need to convey on that need to maintain a strategic distance
from lose piece of the pie to different mediums. Also, they likewise need to
investigate and distribute their content on the web and cellphone industries
to offer decision to their subscribers to consume content from anyplace and
whenever.
India has 49,000 distributions, yet yearly income is simply $1.1 billion. The
majority of them need in innovation, showcasing, and money to develop
which has brought about few distributions commanding the business with
the Times of India Group being the business sector pioneer. Circulation is
critical for a magazine since it must be readily available and advertised to
customers. Big publications have a strong distribution network.

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• Retail: magazines are accessible in retail outlets for sale. The retailer gets a
commission on the sale.
• Membership: publisher signs up subscribers directly or through
partners and delivers the issues in mail.
• Selective Distribution: Special sponsored copies are distributed in
planes and inns.
The print business in India is exceptionally divided because of expansive
number of local languages. Territorial publication distributions claim 46%
of the piece of the pie, Hindi language publications blanket 44% and the
remaining 10% is served by English productions. The essential utilization of
English magazines at present is in metros and urban centers yet the
development is widening to modest urban communities as the education
and income levels build among the white-collar class.

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About the company
Rajan Raheja Group
With the opening up of Foreign Direct Investment (FDI) policy, several
international publishers are aggressively entering the market and this trend
is expected to continue.
About the Company: Outlook Publishing India Pvt. Ltd.

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Mr. Rajan Raheja is the Owner of THE OUTLOOK GROUP
The OUTLOOK Group is one of the biggest magazine publishing groups in India.
It is a well-known brand and appreciated all over the world.
IT was established in October 1995.Its branches are established in New Delhi,
Kolkata, Bangalore, GURGAON, Chennai and Hyderabad. The head office of the
outlook group is situated in New Delhi. Mr. Vinod Mehta was the editor-in
chief when the first issue of the magazine was published.
In October 1995, group company Hathaway Investments private Limited
entered the print media. Outlook a weekly News magazine galvanized a
sluggish market reeling under the impact of satellite TV. Outlook quickly placed
itself as a need for readers who value it in depth.
Today Outlook is the preferred magazine of about 2 million readers in India,
and sells more than 12 million copies over the year. There are 6 magazines of
outlook group. One of those magazines (OUTLOOK) is in Hindi and other five
are available in English.
MISSION OF THE COMPANY
To be the largest and the most profitable Magazine Publisher in India.

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VISION OF THE COMPANY
Leadership through empowering individual thought
The Magazines under the Outlook group comprises of 6 National issues:
• Outlook English
• Outlook traveler
• Outlook money
• Outlook business
• Outlook traveler luxe
• Outlook Hindi
OUTLOOK WEEKLY It is an independent weekly general interest English
News magazine published in India. It features contents from politics,
sports, cinema, and stories of broad interests.

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Fig 1.3: Outlook business
OUTLOOK BUSINESS It covers everything about the company and
industry, provident fund, advertising, enterprise, technology etc. This
magazine is one of the most selling magazines in India. Most business
class people prefer to get this magazine. This magazine is published
fortnightly i.e., 1 issue in every 15 days. Its cover price is 40 rupees per
copy.
OUTLOOK MONEY It covers bank sector, banking, insurance general,
insurance decoder, mutual funds. How to invest money in the market &
mistakes when investing? How to invest? Basically, it’s a personal financing
magazine and preferred by youngsters. It is also a fortnightly Magazine. Its
cover price is Rs. 30/- per copy.

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OUTLOOK TRAVELER It includes all the details like address of the tourism
spot in hills, wildlife, adventure, beach, resorts, heritage, and weekend. This
magazine is preferred he people who love to travel to new destinations. It is a
monthly magazine. Its cover price is 100 rupees per copy.
OUTLOOK HINDI It is for the Hindi reading audience. Hindi reader keeping
their interests, realities & aspirations in mind, it is not a translation of outlook
English. As per the management decisions, it is only sold at the stalls or book-
stores. Subscribing this magazine online is not yet possible. It is a weekly news
magazine and its cover price is Rs. 35.

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Outlook Traveler Luxe provides privileged access to a world of luxury travel
for well- heeled travelers who like to savor the finest globe-trotting
experiences. it is the ultimate luxury companion you’ll need to make your
holidays exceptionally extravagant – whether you’re looking for spa
getaways, exotic beaches, wildlife sanctuaries, desert safaris or mountain
hideaways.
Management Team
NAME DESIGNATION
• Suresh Selvaraj Vice President
• Indranil Roy Vice President
• Alok Mathur Assistant Vice President
• Anup Dwivedi General Manager, Production & Systems
• Vidya Menon General Manager, Advertising
• Gaurav Vasishta Deputy General Manager
• Himanshu Pandey National Head, Business Development
• Alex Joseph National Head, Retail
• Gitanjali Singh National Head, Marketing

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Awards & Achievements
• Department of Tourism, Government of India Award, National Tourism
Award 2001-
• 2002 awarded to OUTLOOK Traveler for Excellence in Publication.
• OUTLOOK Traveler " 100 Holidays in the Hills" won the 2004, PATA Gold
Award
• In 2002-2003 the Government of India recognized "OUTLOOK Traveler
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’s Web Media
Outlookindia.com: Before 1998, Outlook was not available online. But
after 1998, Outlook went online as outlookindia.com.
Outlookindia.com is both outlooks Magazine’s home on the internet
and an online publication. Going online was a valuable deal for
outlook group because people who were technology oriented came

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closer to the outlook group’s magazines. Apart from Outlook’s printed
edition in it’s entirely supplemented with links to related articles on
its own site and elsewhere on
the web. Outlookindia.com also offers an array of original columns that
is only meant for web and news updates every day with a very lively
interaction with the readers.
Outlooktraveller.com: Inaugurated as a web resource in 2000, this
travel website has since come a long way. Outlook traveler 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 cybercafé.
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 Traveler Getaways, available at a special
price when you order on the website. If you want a sneak preview,

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there're excerpts from the guide books by renowned authors,
including the likes of Prabhu Ghate, Ruskin Bond and Jug Suraiya.
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.
PRINT MEDIA
OUTLOOK: In October 1995, group company hath way investment private
limited entered in 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, sensitized the reading public to

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important issues like big dams, education and gender, and provided an
unremitting focus on South Asian 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"
re-christened 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 TRAVELER: Outlook Traveler 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 travelers to take a fresh look at familiar places. Whether people
are planning a holiday, or simply dreaming of one, Outlook Traveler
continues to take them closer.

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Guides of Outlook Group
Apart from publishing magazines, there are some guides also which is
published by Outlook group.
OUTLOOK Traveler Travel Guides published from outlook group is today a
well-recognized, established and acknowledged premier travel reference
guide book in India. In just a span of 15 years, 14 successful titles have been
published.
Some of them are: -
Weekend Breaks (from Delhi/ GURGAON/ Bangalore/ Chennai)
• State Travel Guides (Rajasthan, Goa, Kerala, Uttarakhand, Himachal)
• Trekking Holidays
• Wildlife Holidays
• 101 pilgrimage Destinations
• Heritage Holidays
OUTLOOK Traveler Guides are not only useful for reliable information about
the destination to be visited; it is also useful for knowing the culture and
workings of that destination. These guides are generally preferred by the
people who like to travel a lot and who are keen to know about new
destinations.

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OUTLOOK & Its Competitors
Outlook’s sales and revenue
In the above figure, OUTLOOK quarterly sales doughnut is being described and
it is observed that during 2nd quarter (Jul – Sep) and 4th quarter (Jan – Mar)
maximum revenue is earned reasons thereof are as follows:
• In the middle of 1st and 2nd quarter, company appoints college interns,
who are really enthusiastic and focused towards their work. Secondly,
company launches Bonanza offers during this period.
OUTLOOK GROUP COMPETITORS
OUTLOOK (ENGLISH) INDIA TODAY
OUTLOOK MONEY MONEY TODAY
OUTLOOK TRAVELLER TRAVEL TODAY
OUTLOOK BUSINESS BUSINESS

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• During last quarter, every employee gives his/her best performance to
achieve the annual targets and company earns maximum profit
through its ‘Subscription & Retail division’.
STP of the Outlook Group
SEGMENTATION:
Outlook focuses on segmenting middle class and upper middle class within and outside
INDIA.
TARGETING:
It targets Corporates, Institutes, Hotel industries, Students and Individuals.
POSITIONING:
It positions itself as news magazine that gives more than just news. It covers
majority of the segments of the markets to fulfill every requirement of the
individual.
MARKETING STRATEGIES ADOPTED:
1. Mass impersonal selling methods (Advertising).

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Pull
Blend.
2. Face to face personal selling (Salesman ship).
Push
Blend.
Both of these are closely related to the Channel of Distribution.
1. A Pull Blend is one in which mass impersonal; sales efforts are given the
greatest emphasis. The purpose of pull blends to pre-sell to the final
consumers so that they demand the product at the retail level of
distribution.
The firm adopting this strategy would spend more on advertising and sales
promotion rather than in personal selling.
2. A Push Blend emphasizes personal selling. Naturally firms adopting this
method develop a strong sales force at both the distributor and the dealer
level; this method would tend to push the product through the channel of
distribution.

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PROMOTIONAL STRATEGIES
OFFERS (20ST
APR 2021- 20ST
JUN 2021) FROM OUTLOOK MAGAZINE GROUP:

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CURRENT OFFERS:

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A SAMPLE OF THE KNOWLEDGE JOCKEY:
The knowledge jockey showed that how much sales is being converted
during our training period. The following is the sample of Outlook’s KJ:
Review of Literature
Before starting any research, it is very necessary to read articles and other
research papers that have been written on the subject in the past. These
literatures help us in developing a strong base for our study and provide us
with information that can be used during the research. It also helps in
developing the objectives of our study.
Preference is a person’s feeling of pleasure or disappointment coming from
comparing a product’s performance in relation to his or her expectations.
Many companies aim for high satisfaction because consumers who are only
satisfied try to switch when a better offer comes to them. The preferences
of consumers are the result of a long-term relationship between the brand
and the consumer as the recent learns on how to associate the brand with

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an image and see it as having a high quality. The knowledge of preferences is
important with respect to different exercises done at a hierarchical level,
necessary for the survival.
RESEARCH METHODOLOGY
Segmentation: Markets consist of buyers, and it is common sense that those
buyers differ in one or more respects. They may differ in how they want a
product delivered, where they want to buy it, their available resources, their
buying needs, or their location. Any of these variables can be used to segment
a market.
Psychographic variables have been a popular segmentation variable,
particularly in consumer marketing of fast-moving goods. In psychographic
segmentation, buyers are grouped according to variables such as Social Class,
Lifestyle, or Personality.
Targeting: It is selection of one or more segments identified by the company to
pursue. Thus, for knowing the buying behaviour of the group of individuals, the
effective mass should have to be aptly targeted.
Positioning: Development of distinct image for the product or service in the
mind of the consumer, an image that will differentiate the offering from
competing ones and squarely communicate to the target audience that the
particular product or service will full fill their needs better than competing
brands. Successful positioning centres around two key principles:
communicating the benefits, the product will provide rather than the products
features. And the second being Unique Selling Proposition should be focused
on.
To achieve the objectives of the project following methodology will be used.
• Sources of Data:
The research work was being conducted through field work with the help of
questionnaire.
The research is based on the use of the following: -

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Primary data
• For collecting the primary data, a survey was done through questionnaire,
which was personally given to customers and was filled through interacting
with different people.
• Studying the different types of products being offered.
• Finally analysing the responses of various the respondents.
Secondary data
For theoretical overview, secondary data was collected from magazines,
newspaper and different website.
• Sampling Methodology:
• Sampling Technique:
Initially, a rough draft was prepared keeping in mind the objective of the
research. A pilot studies was done in order to know the accuracy of the
Questionnaire. The final Questionnaire was arrived only after certain
important changes were done. Thus, my sampling came out to be judgmental
and convenient.
Sampling Unit:
The respondents who were asked to fill out questionnaires are the sampling
units. These comprise of employees of MNCs, Govt. Employees, Self Employed,
PG students etc.
Sample size:
The sample size was restricted to only 100, which comprised mainly of people
from different regions of Delhi. Time constraint forced me to take a small set
of sample size.
Sampling Area:
The area of the research was DELHI, GHAZIABAD and few respondents were
taken from my native place Green Park, Basant Lok Complex, Vasant Vihar C
Block, Hauz Khas, IIT. The

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reason for choosing the specified was that the maximum readership of
magazine was found here and as far as our training work was concerned it was
is the same area, so Delhi proved to be the beneficial place to conduct the
research work.
1- Analyze Outlook with 2 of it's competitors and find out the strategies it
uses to maintain customer life cycle.
COMPETITION
For Newsweek
TIME
Time is the world’s leading international newsmagazine published by media
conglomerate AOLTIME-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 fulfilment.
For Outlook Business
BUSINESS TODAY
Business Today is the 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 the first to do
serious reporting on management theories. And then again, it’s the first to
bring a whole new genre of business journalism—more up-close and more
incisive. Today, BUSINESS TODAY commands the Bus.

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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 47 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 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 behavior, 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 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 corporates.
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.
LITERATURE REVIEW
The parameters for identifying these segments were as follows:
Price of the Product

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This is the most important parameter as the price of the product determines in
which segment that product will be sold successfully. Newsweek being priced
at Rs 50/- is a premium product and therefore the segments for selling
Newsweek would be premium segments like hotels, credit card companies for
their Gold or Platinum customers. However, Outlook Business is priced at
Rs15/- like most of its competitors and so the segments identified would be
different from Newsweek.
Product Profile
The product profile determines the profile of its readers. Therefore, for every
magazine, segments are identified based on its contents as to whether the
readers will be businessmen, corporate people, students or housewives.
Newsweek being an international newsmagazine and Outlook Business being a
business magazine, both of them are targeted towards businessmen and
people working in the corporate world.
Benefit to the client
The segments should also be identified based on the benefit that they will
bring to the client. The clients here are not individuals but organizations.
Hence, the organizations will only buy the magazines if they see some benefit
in incurring an extra cost for buying the magazines. Magazines help a client to
strengthen their relationship with their customers. Hence, the segments that
should be targeted should be those organizations that are in a competitive
field and look forward for new and unique ways in which to communicate with
their customers.
Customer life cycle
OUTLOOK Group has got different magazines which cater to different wants of
different people. The main magazines which the customer tends to prefer
depends totally upon what the consumer is seeking for. For eg.-a person who
is habitual of reading books on a daily basis will find Outlook English as one of
the prime choice. The reason for this preference is that the person is getting
this magazine on a weekly basis. This tells about the segmentation of its
magazines.

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For a person who is a travel freak will go for Outlook Traveler although it is a
monthly magazine as it is fulfilling his requirement. The reader who likes
reading business news will go for Outlook business although it is a fortnightly
magazine.
The region being surveyed by me was Delhi and a few areas of my native place
along with
selling subscription of magazines.
OBJECTIVES
• To find out the sale of Newsweek and by Outlook at various Magazine
shops
• Identification of new segments and list out potential clients in each
segment
• Generate sales for outlook group magazines by increasing circulation in
these segments.
• To determine reasons behind opting for Outlook magazine and to know
the most preferred magazine.
• To determine customer’s perception towards magazine companies and
their expectation form them.
• To study the types of benefits provided by Outlook magazine.
Scope of the customer life cycle study
• A large number of new players have entered the market and are trying
to gain market share in this rapidly improving market.
• The study deals with Outlook in focus and the various segments that it
caters to.
• The study then goes on to evaluate and analyze the findings so as to
present a clear
picture of trends in the magazine sector.
• This project will help the company to know its market reputation and
know about their different buyer in the market.

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• By using this project the company may find some remedy in its
marketing research and can also find the behaviors of customers on
their different types of magazines.
• As the project mainly deals with the reader’s psychographic profile
about Outlook magazines and its competitors, the organization may
utilizes this work to focus its readers with greater perfection.
RESEARCH METHODOLOGY of the customer life cycle
Segmentation: Markets consist of buyers, and it is common sense that those
buyers differ in one or more respects. They may differ in how they want a
product delivered, where they want to buy it, their available resources, their
buying needs, or their location. Any of these variables can be used to segment
a market. Psychographic variables have been a popular segmentation variable,
particularly in consumer marketing of fast-moving goods. In psychographic
segmentation, buyers are grouped according to variables such as Social Class,
Lifestyle, or Personality.
Targeting: It is selection of one or more segments identified by the company to
pursue. Thus for knowing the buying behavior of the group of individuals, the
effective mass should have to be aptly targeted.
Positioning: Development of distinct image for the product or service in the
mind of the consumer, an image that will differentiate the offering from
competing ones and squarely communicate to the target audience that the
particular product or service will fulfill their needs better than competing
brands. Successful positioning centers around two key principles:
communicating the benefits, the product will provide rather than the products
features. And the second being Unique Selling Proposition should be focused
on. To achieve the objectives of the project following methodology will be
used.

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2• Find the main reasons behind each company going with the strategy and
how these strategies has paid dividends.?
Ans- The main reasons behind each company going with the marketing
strategy are following given below:-
Economic growth, rising income levels, consumerism, coupled with
technological advancements and policy initiatives taken by the Indian
government that are encouraging the inflow of investment, will prove to be
the key drivers for the entertainment and media industry.
The industry has been forecast to outperform the economic growth in each
year, till 2010. ―Two factors that will contribute to the growth of the industry
are low media penetration in lower socio-economic classes and low ad spends
said Deepak Kapoor, Executive Director and Leader for Price-water house-
Coopers ‘Entertainment & Media Practice in India. ―Today media penetration
is poor in lower socio-economic classes, but efforts to increase it even slightly
are likely to deliver much higher results, simply due to the absolute numbers
being large.
Strong economic growth, rising consumer spending and regulatory corrections
are drawing foreign investments in most segments of the E&M industry,
especially the print media. ―The sector needs a consistent and uniform media
policy for increase in investments.
Also, the on-going threat of piracy, which continues to hinder investments in
all sectors, needs efforts not just by the industry bodies, but by government,
with empowered officers enforcing anti-piracy laws, said Dr. Amit Mitra-
Secretary General, FICCI Various reasons were studied where the two new
products of Outlook namely, Newsweek and Outlook Business would be sold.
The parameters for identifying these segments were as follows:
Benefit to the client
The segments should also be identified based on the benefit that they will
bring to the client. The clients here are not individuals but organizations.
Hence, the organizations will only buy the magazines if they see some benefit
in incurring an extra cost for buying the magazines.
Magazines help a client to strengthen their relationship with their customers.
Hence, the segments that should be targeted should be those organizations
that are in a competitive field and
look forward for new and unique ways in which to communicate with their
customers.

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· Requirements of the Client
Outlook has certain company policies and the requirements of the client
should be in sync with
those company policies. For example, Outlook does not take a bulk order for
the number of copies less than 50. Another is that the strip option is not
offered if the number of copies is less
than 1000. Also, the minimum number of issues per year should not be less
than 12.
· Price of the Product
This is the most important parameter as the price of the product determines in
which segment that product will be sold successfully. Newsweek being priced
at Rs 50/- is a premium product and therefore the segments for selling
Newsweek would be premium segments like hotels, credit card companies for
their Gold or Platinum customers. However, Outlook Business is priced at
Rs15/- like most of its competitors and so the segments identified would be
different from
Newsweek.
· Product Profile
The product profile determines the profile of its readers. Therefore, for every
magazine, segments are identified based on its contents as to whether the
readers will be businessmen, corporate people, students or housewives.
Newsweek being an international newsmagazine and Outlook Business being a
business magazine, both of them are targeted towards businessmen and
people working in the corporate world.
Marketing Strategy at Outlook India
Business To Customer(B-2-C)

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All the sales people were provided with database of those subscribers whose
subscription was about to expire.
These people will call the subscribers and will inform them about the current
status of their Subscription, in case if subscription is about to expire, they will
request the subscriber to renew the Subscription through online payment or
through sending Cheque to the Outlook Head office.
However, Outlook is facing a customer churning rate of 15% and new customer
subscription is around 12%, thus a net loss of 3%, another important
observation is that those who have discontinued the Outlook subscription
were long term readers of Outlook Magazine i.e. Loyal Readers and the new
subscribers are lacking loyalty and this patter was uniform in most of the Print
media.
Business to Business (B-2-b)
Under this scheme the Restaurants, Pubs, Car Dealers, Hotels in Delhi/NCR
region were given a full page advertisement about their Product or Service, the
Advertisement covers the Both sides of the front and back Page , however the
Major difference between the Advertisement and Cover on Cover
advertisement is that an Advertisement is Published in all the Copies of
Magazine, however the Cover on cover Ad was published in limited nos. of
copies as ordered by the Client.

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Outlook under (Coc) was Accepting a minimum order of 1000 nos. of Copies ,
in these copies the Ad will be Published and will be send to best Target
customer as per the Business of the Client, for Example for a Pub XYZ located
in Hauz Khas Village, Delhi they will send the Magazines to the Posh Societies
like Green Park, Greater Kailash and Lutyens Zone, where the no of citizens
who visit pubs and bars is very high and they generally go for shopping at
Places like Hauz khans Village
The Lead Generation is done for Pubs and Restaurants was done through
online restaurant review websites like www.zomato.com, the restaurants with
poor customer review were targeted for business as there probability to
change their image through leveraging the Outlook Platform is very high.
However the lead generation for Auto dealers, Event Management Companies
and local brands was done through yellow pages, then having a physical visit to
the client place and handing over the outlook Proposal Catalog.
3•What are the different loyalty programs that these companies has
assorted to?
Ans- loyalty programmed is a system of rewards companies i.g outlook,
The week, India Today etc. offer every time customer shop with them.
These companies are meant to encourage customers to keep coming
back to them. The rewards could be in the form of points, free
merchandise or access in advance to new products. Almost all
companies find it fruitful to have their own loyalty programs as acquiring
new customers is more difficult and expensive than selling to existing
customers.
Types of loyalty programme
• They are of two kinds loyalty programme: standalone and coalition
• Standalone loyalty programs, such as the First Citizen card by Shopper's
Stop, gives you reward points every time customers shop with them. But
programs like these tie customers to one retailer. customers earn points
and redeem them only with one company

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• Coalition loyalty programs such as PAYBACK club reward points across
multiple purchases. Here customers can earn points from one set of
items and spend them on another
• Loyalty programs earn customers reward points over and above credit
card, debit card or mobile wallet points.
How Loyalty programs work
• You can sign up for standalone or coalition cards either at the
participating merchant, on the app, or on their website
• Quote your card number every time you spend to get your points
accredited. Make sure you ask the merchant to credit points, particularly
if you are using a coalition card
• The number of points varies from merchant to merchant
• You can redeem these points later after evaluating which deal gives you
the best value
• In case of PAYBACK, every point is worth 25 paisa, or Re 1 for 4 points.
For standalone cards, it varies from merchant to merchant.
Customer retention and loyalty programs
It is a normal saying that customer acquisition is good, retention is better. This
is because a customer retained is equal to five new customers as the money
spent for acquiring a customer is calculated to be five times the money spent
to retain a customer. From the information obtained from Outlook, if was
identified that Outlook does nothing for customer retention. Outlook needs to
formulate and implement customer retention and loyalty programs to retain
the customers.
• Greet the customers with exciting gifts during special occasions.
• Sell the subscription renewal at discount.
• Auto renewal of subscription.
• Allow grace period for subscription expiry.
• Send loyalty gifts.

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• Organize entertainment events for subscribers.
• Organize get – together.
• Offer free medical claim/Insurance Policy.
Customer Retention Strategy and loyalty programs at Outlook.
Digital Subscription (E-Magazine and App Based)
Realizing the diminishing market for Traditional Print Magazine, Outlook
Group launched its App in 2015 with an overall rating of 4.1 as of
May’16, Entire content of Magazines is available on its App but limited
to Only in English and Hindi Languages.
The App based Marketing is yielding positive results in terms of
subscription, for three months subscription is free from the day of App
installation.
However, Other Major Competitors are also doing aggressive App based
Marketing and it is the better Comprehension of news Contents
available on Apps which will make the whole difference.
The Picture of Outlook App has been shown below.

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Gift Offer on Subscription.
After the Detailed Consumer buying behavior Analysis from Outlook
database , it was concluded that Most of the Serious and Loyal
subscribers are from the Eastern and Soothers Part of Country for
Outlook Money, Business and Traveller Magazines ,for them the quality
of Content was most important influencing factor, however in Northern
India some Co-Promotion is required as Customers from North Part
looks for better customer attention, hence Outlook Launched many Gift
offers on Subscription of Outlook Magazine as shown in the figure
below.

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4 NPS score–
Outlook review out of 10
The NPS score of my survey is 6/10 or 60%
DO YOU THINK THAT OUTLOOK IS A GOOD MAGAZINE?
Calculating NPS for the week -The score for week is 6/10 or 60.28%

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Majority of people read The Week
Interpretation: - More than majority of the sample size thinks that Outlook is a
good magazine. This shows the favorability of Outlook in the eyes of the
samples being taken.
These things are to be considered for improving NPS:
1. Reduce Response Time and AHT:-
The key to improving NPS is reducing response time and average handling time
(AHT). People are busy and they want service and answers fast. If you can
provide it really fast, this tends to exceed their expectations and translates into
valuable word-of-mouth advertising for your company. If tickets stay open
longer than average, this is a good indication that your CX isn’t good. It leaves
a bad impression on the agent and the entire call center.

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One way to reduce response time and AHT and improve the NPS is to connect
callers to the correct person when they call in. Ideally, you’ll have an IVR
system that allows callers to choose from a list of departments they want to be
connected to, or self-service if they choose to. For callers who choose the
option to simply speak to an agent, this agent will need to listen to the inquiry
being made and route the call quickly to the most appropriate department.
An agent should not aim to lower their AHT simply to get the caller off the
phone, or provide mediocre answers or service – which would certainly harm
CX and lower NPS scores. Rather, call centers should add tools to empower the
agent and customer to breeze through more cumbersome parts of calls, such
as collecting IDs, payment, signatures, and document collaboration. Further,
there is the added benefit of reducing after call work.
2. Identify and Reassign NPS Champions: -
For call centers that track NPS on a per agent level, If 15 out of the top 20
agents with the best NPS scores are all working in the same department, either
because they’re just great, or you’ve trained them very well, you should
integrate them into other departments and have them work the agents with
low scores. This expands NPS champions across the entire enterprise,
expanding their knowledge base, and will eventually lift the overall NPS for the
entire call center.
3. Listen to the Needs of Your Customers: -
Many call centers have a strategic plan in place that is designed to address the
needs of agents and call center and not the customer. For example, many
brands and call centers focus on offering omnichannel tools but ultimately fail
the customer by making it harder to complete a transaction. A plan like this
needs to be flipped around.
4. Don’t Be a Silo Call Center: -
There are too many times when customers call in and have an inquiry that
relates to multiple departments. If you’ve got a customer asking a question
that requires answers from three departments, you don’t want to keep
transferring the caller. Instead, you want the initial point of contact to serve as
a foundation for resolving the entire issue.
Being a silo call center means customers have to be switched back and forth
from one department to another to receive a thorough answer or to handle

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different tasks, such as closing a sale, upselling during a support call, or
updating and verifying biographical data.
When you provide agents with access to the tools and resources they need,
like CRM, knowledge base, and easy access to sales enablement tools, (
collaboration portals, e forms, e signatures, PCI compliant payments) they no
longer have to transfer calls multiple times. Instead, they can use the tools in
front of them to handle any call or chat that comes their way. Training agents
to handle queries that are normally considered outside of their own
departments improves NPS and the CX.
5. Rethink or Remove NPS Killing- Tasks: -
Many calls have specific points in the conversation that tend to hurt NPS
scores. Those typically are around the area of documentation, verifying ID, and
regulatory compliance. Have you ever heard a call agent read to you the terms
of your P&C policy, or made a customer send a document via email? These
kinds of activities, drain NPS because the customer is not interested in the
brand’s compliance issues, or hearing terms and conditions; they want to
quickly get done what they set out to do. By identifying these and seeking out
approaches and technology to better handle these heavier transactions, call
centers can boost NPS by several points, and also shave off time on average
call handling time (AHT).
6. Always Ask for Feedback: -
Customers want to know their opinions matter. When you don’t ask for their
feedback, this makes them feel unappreciated. Asking the king of all questions
“From one out of 10, how likely are you to recommend the agent to a friend or
colleague?” is important, but you should always follow it with at least one
more question: in what ways could your experience have been better? This
question invites the customer to leave as much feedback as they want. It
shows them you are interested in knowing how the phone call could have been
better. Ultimately, it provides you with valuable feedback that can be used to
create a strategic approach to deliver an enhanced CX.
7. Communicate NPS Results at All Levels: -
NPS scores should be shared with all levels of an organization. They inform the
C-Suite about how the brand is perceived and gives an indication of customer
loyalty. NPS should also be part of agent feedback. By giving them insight into

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how well they are doing, they can either be trained to improve or provide
helpful tips to team-leads to spread their knowledge around.
You can get the NPS of a single agent or it can reflect your overall company.
This is why you should consider asking the caller two questions: how likely are
you to recommend ABC Company to a friend or colleague? How likely are you
to recommend the agent to a friend or colleague? This helps you have a clearer
understanding of whether low NPSs are stemming from a particular agent or
from your enterprise as a whole.
The USP of Outlook is its price and USP of Newsweek is that it’s an
international newsmagazine. This is so because all sales of Outlook Business
were on the basis of its price and that of Newsweek was on the basis of its
international reputation.
• 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. Cover-on-Cover, Flap and Strip
were very useful as they enhanced the service being provided by the clients to
its customers.
• Mostly customers having business background are interested in outlook
business.
• People dealing in stock market gave good response.
• The delivery is not up to mark.
• Newsweek is preferred in good amount.
• Common people especially employees prefer Newsweek.
• Outlook banners/posters were not displayed at any of the shops. One of the
retailers said that outlook has never sent any promotional material to them.
• Newsweek circulation was not found to be satisfactory by few of the retailers

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SUGGESTIONS: -
• Company should be emphasis on more effective advertisement.
• The most important task is that company should give its priority to coverage.
If the company could cover home towns, cities and villages then it will create
their more magazines readers.
• The company should enhance its awareness among many people by mobile
road shows: outdoor advertising in local and national newspapers as well as
more type of ads on prime time on television channels for different uses
segments. So that many people may come to know about the services of the
magazines and can become a subscriber of the company.
• The policy or company should be simple. And bring more transparency.
• The company should update marketing department in town offices for the
benefit of the
subscribers as well for the company.
• Company should appoint some executives to make strong relationships with
customer.
• Follow Up is very crucial for any call and hence should be done very
thoroughly by the sales executive. As magazines is not a critical product for any
organization and have to be pushed for sales, hence if regular and thorough
follow-up is not done, the client may soon 96 loose interests in the product
and forget it. Hence, the sales executive should try and maintain a relationship
with the client and pursue him with great interest.
• A personalized sample copy taken on the first appointment would appeal
more to the client and also save time. If a sales executive takes a customized
sample copy on the first appointment, it would definitely create a greater
impact on the client as he would be able to visualize better the effect that the
product is going to have on its customers.
• There should be a system of Daily Sales Report (DSR) to improve efficiency of
the sales executive. Since a sales executive goes on an average on 4-5 calls,
there should be a system wherein he is supposed to come back and record
each and every detail related to the call in a DSR.

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• Customer retention - It is a normal saying that customer acquisition is good,
retention is better. This is because a customer retained is equal to five new
customers as the money spent for acquiring a customer is calculated to be five
times the money spent to retain a customer. From the information obtained
from Outlook, if was identified that Outlook does nothing for customer
retention. Outlook needs to formulate and implement customer retention and
loyalty programs to retain the customers.
• Greet the customers with exciting gifts during special occasions.
• Sell the subscription renewal at discount.
LIMITATIONS
• More than one decision makers Since there were more than one decision
makers in some client organizations, the decision-making process was very
long n sometimes stretched to as long
as 15-20 days because approval had to be taken from all the decision makers.
For example, clubs have board and any such decision has to be first approved
by each and every member of the board.
• Clients were very apprehensive since one of the magazines was new As
Outlook Business is a new magazine, clients were apprehensive as to whether
its customers would like the magazines as far as content is concerned.
• Off season for some of the clients, some clients like hotels have off-season
where they do not have much guest. Hence, they do not want to incur this
extra cost during the offseason
• Clients perception about Outlook magazine and brand loyalty Some clients
do not have a good perception about Outlook and hence they think that the
new magazine from the Outlook Group would also be not good.
• Clients bound by budget or contract with some other magazine A client is
already having a contract with some other magazine and its budget does not
permit to take an additional magazine.

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• Some of the persons were not so responsive.
• Possibility of error in data collection because many of customers may have
not given actual answers of my questionnaire.
• Sample size is limited to customers of Outlook publishing India Pvt. ltd.
• The sample size may not adequately represent the whole market. Some
respondents were reluctant to divulge personal information which can affect
the validity of all responses
5.Print media should keep up with the pace of technological changes when
providing high-quality content. The aims of adopting new technology and
process during manufacturing are to lower production costs, shorten the
production cycle and create clearer pictures, as well as use more creative ways
to display the content.
The international print media generally differs from ours as it: -
• Catch market demands, changes and trends through data analysis
both online and offline,
• Carry out content planning with the help of the public using social
platforms,
• Implement comprehensive propagandizing from the beginning of
the planning, to get continuous attention,
• Make use of the power of various influencers, PR events, seminars
and games to make people
tweet about you.
• Use online and offline ways to do selling with some stimulations
like lottery.
• Organize discussions and provide a convenient way for readers to
communicate with each other.
• Get feedbacks from readers’ comments and votes in different
types of media, to gain suggestions for next production; etc.
Different international print media have different practices, but remember the
principles are:
1) You should not concentrate on a single medium, integration is the king

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2) The integrations ought to be throughout the whole process of your
operation
3) Don’t be shy to make full use of the public with the help of the net, social
platforms or other digital technologies.
DIGITAL MARKETING
6-Prepare a digital audit report of any of the Raheja Group companies and its
competitors and perform a detailed analysis of the same.?
COMPETITION
MARKET SHARE
OUTLOOK 25%
INDIA TODAY 32%
BUSINESS TODAY 12%
OTHERS 31%
25%
OUTLOOK
32%
OTHERS
MARKETSHARE

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Fig. 1
In fig. 1, OUTLOOK quarterly sales doughnut is being described and it is
observed that during 2nd
quarter (Jul – Sep) and 4th
quarter (Jan –
Mar) maximum revenue is earned reasons thereof are as follows:
1. In the middle of 1st
and 2nd
quarter, company appoints
college interns, who are really enthusiastic and focused
towards their work. Secondly, company launches Bonanza
offers during this period.
2. During last quarter, every employee gives his/her best
performance to achieve the annual targets and company
earns maximum profit through its ‘Subscription & Retail
division’.

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In fig. 3, it is clearly shown that Advertisement division gives 45% revenue
followed by Retail (30%), Subscription division (20%) and Events Sponsorship-
i.e. only 5%. Group earns maximum revenue by publishing
advertisement in their magazines, retail and subscription
division together gives good figures to the Group by circulating
1.5 million copies. Similarly, small but effective division, Event
sponsorship also contributes by organizing Award ceremonies.

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SWOT ANALYSIS
STRENGTHS:
• Well organized and experienced staff.
• Innovative and customer-oriented products.
• Direct approach to the customer.
• Customer satisfaction.
• Strong distribution network.
• Efficient and fast delivery system.
• Good subscription gifts.
• Have separate group for Hindi magazines
WEAKNESS:
• Price of some magazines is high.
• They are reluctant in promoting some of their own products.
OPPORTUNITIES:
• It has many products capturing all sectors information so
it has an opportunity to become a market leader.
• Career 360 is a very good career magazine.
THREATS:
• Existing competitors in the market.
• India today has already captured the big market share.

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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.
1. A Pull Blend is one in which mass impersonal, sales efforts are
given the greatest emphasis. The purpose of pull blends to pre-
sell to the final consumers so that they demand the product at
the retail level of distribution.
The firm adopting this strategy would spend more on advertising
and sales promotion rather than in personal selling.
2. A Push Blend emphasizes personal selling. Naturally firms
adopting this method develop a strong sales force at both the
distributor and the dealer level; this method would tend to push
the product through the channel of distribution.

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7} Where do you think the Raheja group company is leading its competitors
and in which aspect does it need improvement?
Ans: The Rajan Raheja group is a diversified conglomerate which has interests
in the sectors such as building materials (through Prism Cement, H&R Johnson
(India) and RMC Ready-mix (India), Automotive and Industrial batteries (Exide
Industries), Cable T.V. (Hatchway Cable and Datacom and Asia net Satellite
Communications), Financial Services (Life Insurance and Asset Management
through joint ventures with ING), Publishing (Outlook Group), Retail (Globus,
H&R Johnson (India), TBK, Food world and Health Glow), Real Estate
Development, Software, Petrochemicals and hotels.
• In Building Materials, H&R Johnson is the market leader in ceramic tiles
in India. Prism Cement has a production capacity of 2.1 million tons
which is one of the mass production capacity among the leaders.
• In Automotive and Industrial Batteries, Exide Batteries are one of the
leaders in the market and also the product is in the strongest brand of
batteries in India.
• In Processing, Supreme Petrochemicals is the largest processor of plastic
materials in India.
• In Asset Management, Raheja group has tied up with Templeton Asset
Management which manages funds worth $220 billion.
• In Software, Sonata Software is a leading name in the cutting-edge field.
Also, it is one of the leaders in the amongst software companies in India.
• In Publishing, Outlook Group has a market share of 25% while India
Today has 32% market share Business Today has 12% and others have a
market share of 31%.

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COMPETITION
For Newsweek
TIME: Time is the world’s 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. 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 the first to do
serious reporting on management theories. And then again, it’s the first to
bring a whole new genre of business journalism—more up-close and more
incisive. Today, BUSINESS TODAY commands the Bus.
BUSINESS WORLD: 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 47largest 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 pharma and provide exclusive analysis on infrastructure,
economy and the stock markets. Leveraging on its brand leadership, Business

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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 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 corporates.
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.
8} If you were the Digital Marketing Manager what steps will you take to
reap higher dividends. Justify your action plan.
Ans-As digital marketing manager these steps which are following given
below will we take to reap higher dividends: -
• Company should be emphasis on more effective advertisement.
• The most important task is that company should give its priority to coverage.
If the company could cover home towns, cities and villages then it will create
their more magazines readers.
• The company should enhance its awareness among many people by mobile
road shows: outdoor advertising in local and national newspapers as well as
more type of ads on prime time on television channels for different uses
segments. So that many people may come to know about the services of the
magazines and can become a subscriber of the company.
• The policy or company should be simple and bring more transparency.
• The company should update marketing department in town offices for the
benefit of the subscribers as well for the company.
• Company should appoint some executives to make strong relationships with
customer.
• Follow Up is very crucial for any call and hence should be done very
thoroughly by the sales executive. As magazines is not a critical product for any
organization and have to be pushed for sales, hence if regular and thorough

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follow-up is not done, the client may soon 96loose interest in the product and
forget it. Hence, the sales executive should try and maintain a relationship with
the client and pursue him with great interest.
• A personalized sample copy taken on the first appointment would appeal
more to the client and also save time. If a sales executive takes a customized
sample copy on the first appointment, it would definitely create a greater
impact on the client as he would be able to visualize better the effect that the
product is going to have on its customers.
• There should be a system of Daily Sales Report (DSR) to improve efficiency of
the sales executive. Since a sales executive goes on an average on 4-5 calls,
there should be a system wherein he is supposed to come back and record
each and every detail related to the call in a DSR
Customer retention
It is a normal saying that customer acquisition is good, retention is better. This
is because a customer retained is equal to five new customers as the money
spent for acquiring a customer is calculated to be five times the money spent
to retain a customer. From the information obtained from Outlook, if was
identified that Outlook does nothing for customer retention. Outlook needs to
formulate and implement customer retention and loyalty programs to retain
the customers. Some Customer Retention things which Outlook could adopt
are as follows:
• Greet the customers with exciting gifts during special occasions.  Sell the
subscription renewal at discount.
Q9) To what level do these companies use Social Media Marketing? Do they
have an optimized Social Media Marketing plan?
Ans – these companies use social marketing to a large extent. Because social
media marketing uses a lot of tactics and tricks to promote your product and
keep has the metrics to track your timely progress. It requires you to be active
on all your social media accounts and have a predefined strategy to use on
each of the platform to promote and sell your product. They do have an
optimized social media marketing plan which uses several techniques as
follows:

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1) They use the SMART goal framework which is
a) S – specific
b) M – measurable
c) A – attainable
d) R – relevant
e) T – time bound
And they also use software to track meaningful metrics required by the
company while engaging on social media.
This requires a lot of networks to be tracked and on various social media
platforms. For example, LinkedIn may be used to get users to the website so in
that case click throughs are required. Similarly, Instagram has an option of
tracking story views and Facebook has cost per click metric. And outlook and
its competitors have their presence on all these social media sites.
2) Knowing everything about their audience and potential customers –
before pitching about their products to users on these social media
platforms, these companies do research on factors such as the age
group, monthly income, education and interests of their target
audience. They also find out how active they are on various social media
handles and what is the right time to engage with them.
3) They also do a proper research on who their competition is and what are
the products offered by them and at what price ranges. And then they

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price their products accordingly to stay in the competition to retain old
customers and get more and more new customers.
4) They also do timely social media audits to find out the overall progress
of their companies and what strategies are working for them in the long
run and also who are they engaging with and the successful conversions
into sales.
5) They also keep various communication channels ready to engage with
their customers but most of the time the communication and pitching of
the products is done by e-mail.
Take a Raheja Group company and analyze the aspects of Brand Positioning
and Repositioning, Logo, Jingles (if any), Communication Strategies,
Campaigns, Co-branding and Associations, Brand Personality, Role of reference
groups. Along with this you can analyze other brand elements too.
Q10-Compare the same brand elements with a competitor company which is
operating in the same segment.
Ans: -
Outlook India India Today
Brand positioning and
repositioning
Positions itself as a
brand which gives more
than just news.
Positions itself as a
magazine which offers a
thorough insight on India

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Communication
strategies
uses all platforms on
social media but mostly
operates through e-mail.
It also uses social media
extensively especially
through television
advertisements but even
for this the main channel
used is e-mail.
Campaign Doesn’t run too many
campaigns to advertise
its products.
India today on the other
has run many campaigns
in the past to advertise
about their products.
Co-branding and
associations
Partners with American
touristed to gift duffle
and trolley bags to
customers who
subscribe to a big
amount.
Has associated with
many brands in the past
and advertises a lot of
brands in its
publications.
Brand personality Comes out as a magazine
which has everything
and is fully loaded.
it has quite a dependable
brand personality a
brand which you can
bank upon.

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PRODUCT AND BRAND MANAGEMENT
Take a Raheja Group company and analyses the aspects of Brand Positioning
and Repositioning, Logo, Jingles (if any), Communication Strategies,
Campaigns, Co-branding and Associations, Brand Personality, Role of
reference groups. Along with this you can analyses other brand elements too.
11-Which amongst these company has been able to implement sound PBM
strategies and what has been the outcome? You are an entrepreneur. You
are coming up with a company in the same segment as the above two
companies. Make a detailed action plan pertaining to PBM for your company.
11.1
Which amongst these company has been able to implement sound PBM
strategies and what has been the outcome?
vis a vis

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India Today Magazine has been more successful in its brand
management owing to huge digital presence on platforms like you tube and
Innovative Talk shows and various events and conclaves.
Strategies Adapted by India Today
India Today have used its huge television presence to create brand recall and
brand management of its magazine by having highly publicized and televised
Flagship events where in high and mighty of world are attendees
Also, Huge digital food print specifically on you tube has been optimally used
to create brand recognition and customer acquisition
Both are discussed below in detail: -
1.Flagship Branding Events that are televised on its sister concerns
• India Today Conclave.
• India Today Mind Rocks
• Agenda Aajtak
• Sahitya Aaj Tak.
• The Red Lab
2.Huge presence on You tube and Television vis a vis Outlook
magazines modest presence
Outlook Magazine has modest 1.61 lakh subscribers on you tube whereas India
Today has 4.8 million and if sister concerns (that helps in its branding) are

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included it goes up to whopping 68 million subscribers giving its huge platform
to brand its magazine.
ADVERTISEMENT
Outlook is a media company which has its presence in the market for a
period of 25 years and it exists in both print and digital media. Outlook is
coming up with a premium fashion magazine which is Outlook Spurge. You
are the Advertising Manager from Outlook India. Come up with strategies for
the following:
12. Bringing on the Buzz, PR Management, Influencer Marketing
Management and Corporate Advertising
Buzz Marketing and Its Techniques: -
Buzz marketing is a viral marketing technique that is focused on maximizing
the word-of-mouth potential of a particular campaign or product, whether that
is through conversations among consumers' family and friends or larger scale
discussions on social media platforms. By getting consumers talking about their
products and services, companies that employ buzz marketing hope to grow
their awareness through the growth of online traffic and increase sales and
profits. A buzz marketing example would be if a company decides to promote a
product through some type of event centered around a show or stunt of some
kind where consumers can try the product and are encouraged to share their
experiences through everyday conversation or online.
Online buzz marketing is typically driven by "influencers," or early adopters of
a product, that are eager to share their thoughts on the product, give their
reviews on it, and proactively start conversations about it. Highly skilled
content creators will be able to talk about your product or service in a
conversational way with their audience that doesn’t sound like a paid
advertisement. These people typically have established online presences and
large followings on social media platforms such as Facebook, Instagram, and
Twitter and possess power and influence over their follower base. Influencers'
opinions get noticed more readily and can have a positive effect on the sales
and awareness of the product. Marketers aim to rally these influencers to build
buzz for their products. Some marketers target people known as "connectors,"

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or big-name personalities and celebrities who can lend instant credibility and
exposure to a product. Marketers looking for a large jump in awareness for a
product will seek out connectors, aiming for an instant jolt of societal
relevance.
Other online buzz marketing strategies include enlisting the help of influential
bloggers to create a stir. Live-stream videos are a successful buzz marketing
activity because they provide an interactive element for consumers. When
people feel like they’re part of the conversation, they feel more invested and
connected to your brand and what is being offered. Companies oftentimes let
bloggers or media outlets try a product in advance of its release in exchange
for a published mention of the product. Using website forums to drum up buzz
and creating customer communities that connect fan clubs, message boards
and other groups are also examples of how companies create online buzz
marketing. Longform videos also allow people to thoroughly review your
product or service and help create sufficient buzz around its launch. As
podcasts increase in quantity and popularity, they provide a great opportunity
to meet consumers at their particular areas of interest. Choosing to advertise
on podcasts in niches related to your brand can help you create buzz within a
specific community about your upcoming launch.
PR Management and its Techniques
Creation and maintenance of a good public reputation is a complex and
ongoing process. Without an effective PR, it is very difficult to reach the
attention of the target audience and much less to influence their opinion and
decisions. But when the relationship with the target group is finally
established, it needs to be maintained in order to keep it on a high level. The
process works similar to the interpersonal relationships. When two people lose
contact, they pretty much disappear from each other lives no matter how close
they used to be. And the same happens with the target audience if the
established relationship is not maintained. In order to build a relationship with
the target audience and maintain it on a high level, PR specialists use a variety
of tools and techniques. Some of the most common ones include:
Attendance at public events. In order to attract public attention and keep it
engaged with a particular organization or an individual, PR specialists take an
advantage of every public event and the opportunity to speak publicly. This
enables them to directly reach the public attending the event and indirectly, a
much larger audience.

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Press releases. Information that is communicated as a part of the regular TV
or/and radio programme, newspapers, magazines and other types of
mainstream media achieves a much bigger impact than advertisements. This is
due to the fact that most people consider such information more trustworthy
and meaningful than paid adds. Press release is therefore one of the oldest
and most effective PR tools.
Newsletters. Sending newsletters – relevant information about the
organization or/and its products/services - directly to the target audience is
also a common method to create and maintain a strong relationship with the
public. Newsletters offering promotional products are also a common
marketing strategy but PR specialists use it to share news and general
information that may be of interest to the target audience rather than merely
promoting products/services.
Blogging: - To reach the online audience, PR specialists use the digital forms of
press releases and newsletters but they also use a variety of other tools such
as blogging and recently, microblogging. It allows them to create and maintain
a relationship with the target audience as well as establish a two-way
communication.
Social media marketing: - Like its name suggests, it is used primarily by the
marketing industry. Social media networks, however, are also utilized by a
growing number of PR specialists to establish a direct communication with the
public, consumers, investors and other target groups.
Influencer Marketing Management: -
At a fundamental level, influencer marketing is a type of social media
marketing that uses endorsements and product mentions from influencers–
individuals who have a dedicated social following and are viewed as experts
within their niche. Influencer marketing works because of the high amount of
trust that social influencers have built up with their following, and
recommendations from them serve as a form of social proof to your brand’s
potential customers.
Outlook Spurge would need to do the following to establish a proper
Influencer Marketing Management Strategy:

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1. Find Influencers related to their niche, by researching their topic on
social media and then determine which ones would be appropriate for
their brand. They could go with few big influencers or multiple, usually
50+ or 100+ micro influencers. If you’re unsure of where to begin, social
listening can help you identify where people are talking about your
industry and brand—and it can help you find the most influential voices
in your industry on each platform. Check out our guide to social listening
to learn more. The industry you’re in also matters when you’re planning
to implement an influencer marketing strategy. Beauty and fashion
brands shine on Instagram and YouTube.
2. Then they would have to determine a Budget and Management Strategy
of what would they be able to pay their influencers and determine how
much can they afford to pay their influencers. Unlike a more automated
ad strategy, influencers are human and frequently balancing multiple
partnerships, so some may fall behind in their commitments to post on
time or make errors in your requested tags or calls to action. You’ll need
to have the time to be more hands-on with these relationships to
cultivate them, and refine your approach through experience about what
works and what doesn’t in your niche.
3. Decide on Goals and Message to be shared by the influencer. The two
most common reasons for using influencer marketing are to elevate
brand awareness and increase sales. However, instead of setting these
broad targets as your two goals, it will be more effective to kick off on
your strategy by honing in on what your brand’s needs are. Perhaps you
want to increase your customer base in a younger demographic. Or you
want to expand into a new user group with a new product. Or you want
to skip trends and utilize influencers to talk about your brand values.
Influencers have the ability to reach very specific audiences. Instead of
you relying on thousands of followers, influencers will help you ensure a
very targeted audience who is likely to be interested in your product
reads and engages with your content. Your message is just as important
as your goal. While you don’t want to stifle an influencer’s creativity and
uniqueness, you also don’t want them to post about something
unrelated to your campaign. Determine how you want to structure your

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influencer marketing campaign and message so you can stick to it later
on.
4. Back to step one research. With a plan set around your network, goals
and what types of influencers you want to target, we go back to
researching to actually find the right influencers to work with. During this
research, keep in mind the below:
a. Does the influencer already post about similar things to your service?
For example, if you’re a restaurant and you want to promote a new
menu, you should be looking for influencers who regularly post about
dining out and the food they eat.
b. Are they legit? This means scrolling through their feed and clicking
through on posts. A poor engagement ratio to follower count and
spam-like comments are signs of a fraudulent account.
c. Have they worked with similar brands before? Depending on what
type of influencer you’re looking for, a seasoned one will be able to
show you a press kit that contains a portfolio of their work. The more
you invest in an influencer, the more you’ll want to vet them.
d. Next, determine how you’ll be reaching out to them. For micro
influencers, you could reach out directly in a private message on the
same platform. For more established ones, click around their profile
and they may list contact information for business inquiries in their
bio. They may also link a website that denotes brand partnership.
5. Then Keep Reviewing and Refining your strategy. Even if your influencer
marketing campaign is ongoing, you should still have pre-determined
dates where you’ll measure its progress. The next part of this guide will
go into how to track your results.
Corporate Advertising and its Techniques
Corporate marketing, as opposed to what some may think, isn’t all about the
exhaustive promotion of a company’s products or services. In fact, this type of
strategy mainly focuses on building a strong brand image and strengthening
your relationship with customers. This marketing concepts has the main
purpose of keeping your customers satisfied, loyal to your product and to turn

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them into fans of your brand. All this is done by highlighting your company’s
unique and strong characteristics.
Various Techniques of Corporate Advertising are:
• Always focus on your customers’ needs.
• One of the most important factors in corporate marketing is focusing on the
needs of customers and potential buyers. To do so, you must know exactly
to whom you are talking.
• Having a well-defined persona and placing it at the center of all of your
strategies is critical to delivering exactly what your consumer wants, and
especially, communicating with them in an effective manner.
• Moreover, you can also send satisfaction surveys to those who have made
purchases and evaluate their experience to improve everything possible.
• Think of ways to stand out from your competitors.
What makes a company be remembered and cherished is what only it can
offer, such as an exclusive product, a specific way of communicating or a
unique design, for instance.
If you are just another brand in your market niche, nothing will make
customers see you as distinctive.
So, always think of ways to stand out from your competitors. Follow their
strategies closely and evaluate how you can do it even better.
A good tip is to consider your persona, as we mentioned in the previous topic.
If you sell an online course about makeup, for example, and know that most of
your audience doesn’t have enough income to purchase expensive products,
create video classes using more affordable items than your competitors do.
There are countless possibilities to do this and it will all depend a lot on the
market in which you operate and on your business’ persona.
The most important thing is to use creativity and of course, be different!
Link your brand to a lifestyle

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Lots of people buy items from certain brands not only because of the
advantages of the product itself, but especially because of the lifestyle to
which the company is associated with. In the same way, everyone has seen a
perfume commercial where a woman dressed in a glamorous gown seduces an
attractive man. In this case, they are selling, in addition to the perfume, a
luxurious lifestyle full of sensuality. In short, linking your brand to a lifestyle
helps engage customers and will help you stand out from your competitors.
Develop a unique language
The way you communicate with your customers makes all the difference when
standing out in the market and it must be standardized (and have your own
style.
Provide excellent customer service
This tip is quite obvious, but we must reinforce the importance of good
customer service, right?
Corporate marketing is based on always putting customers first. However,
besides considering their needs and always offering the best service, you must
also provide all the necessary support before, during and after their purchase.
Offer free materials or content
Offering free materials that help solve your persona’s pain is one strategy that
contributes to your corporate marketing in various forms.
You become established as a reference and authority in your market niche.
Your client or potential customer starts building more trust in your brand.
You can obtain the data from interested people and nurture leads.
This strategy is easy to implement and it will certainly strengthen your brand’s
value.
13. Implement Consumer Market Sales promotion techniques.

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Consumer promotions are tactics or techniques designed to help a business
find new customers or reward current customers. The most common
consumer promotions are aimed at enhancing the value of your
product, either by reducing the cost or adding more benefit to the regular
price. However, consumer promotions can be utilized to achieve various other
objectives as well, and different promotions work better for different
purposes. Various techniques which can be used to promote sales in consumer
markets are:
• Sales / Promotional Pricing - Introducing and promoting a sale price can
encourage multiple purchases of a product within a set timeframe. Sales
or promotional pricing can be a great way to move product and can be
planned and advertised in advance and on location during the offer
period.
• Coupons - Widely used by marketers worldwide, coupons offer instantly
redeemable savings on certain products. Coupons can be delivered to the
consumer in various formats such as print out, digital, coupon codes,
product display, cross product, and more. Coupons are useful for 1)
introducing a new product; 2) promoting the sales of an existing product;
3) selling a large quantity of product; 4) encouraging consumers to switch
brands; 5) encouraging repeat sales. However, do keep in mind that the
coupon is only as good as the offer; the offer must provide value to the
consumer. Don’t miss our coupon marketing white paper.
• Contests & Sweepstakes - Contests and sweepstakes help generate buzz
and excitement around your brand. Contests award value based on skill,
while sweepstakes award value based on luck alone. Contests and
sweepstakes do not require a purchase to enter and give your customers
or potential customers an opportunity to win something. Contests and
sweepstakes can also include a survey to gather more information for
future consumer promotions. Learn how to develop a strategy for a
contest or sweepstakes here.
• Sampling / Product Demonstrations - Sampling offers give consumers a
chance to try out a product for free in order to help generate interest in
the product. Though this can be quite expensive, free samples help
consumers verify product quality without the fear of buyer’s remorse.
Product Demonstrations allow consumers to see exactly how a product
works prior to purchasing it.

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• Rebates - Rebates are money-back offers made to customers after a
purchase has been made. Generally, rebates are used for higher price
products and must be mailed to the product’s manufacturer with proof
of purchase prior to the consumer receiving any money
• back. Customers benefit from a lower price (even though they may have
to wait weeks to get the money back), and marketers win because some
customers will not take action on a rebate. Another benefit of rebates is
that companies can also request personal information or other data from
the customer.
• Premiums - Premiums are a type of consumer promotion that provide
incentive to purchase by offering an “extra” related product for no
additional cost. Premiums can be included in the outer part of the
packaging or can take the form of a prize inside of the product packaging.
Premiums may be offered free or for a small shipping and handling
charge with proof of purchase (sales receipt or part of package).
Remember wanting your favourite cereal because there was a toy in the
box? The toy is an example of a premium. Some premiums are designed
to motivate consumers to a buy product multiple time. What many
people don’t realize is that when they pay the shipping and handling
charges, they may also be paying for the premium.
• Loyalty Programs - A technique that offers customers a reward for
frequent purchasing (or other activity). Loyalty programs encourage
brand loyalty and provide added value to repeat customers.
• Point-of-purchase displays - They encourage consumers to buy a product
immediately. These displays draw attention to a product by giving it
special placement and signage. Coupon machines placed in stores are a
type of point-of-purchase display. When a consumer sees a special
display or can get a coupon instantly, manufacturers hope the easy
availability or the discount will convince them to buy, increasing overall
sales in the process.
• 14- Promote the product using Integrated Brand Promotion Tools in
digital and interactive?
Integrated Brand Promotion
A diagrammatical representation of Integrated Brand Promotion that we will do:

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For the new Fashion magazine, Spurge, Following are the IBP tools we will use:
• Advertising
• Social Media Marketing using Facebook ads, twit deck, etc.
• Direct Marketing and event sponsoring.
• Hoardings, Banners
• PR Activities
• E-Mail Marketing using Mailchimp.
• We will create a Promotion campaign for Spurge magazine. For that we
will understand the segment that we will be targeting.
15. Prepare a in detail Media Plan to achieve the above objective.?
Media Plan-
Campaign Name Outlook Fashion-Spurge Launch

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Product Spurge: Fashion Magazine
Campaign objective Create buzz about the new launch of
Outlook’s fashion Magazine “Spurge”.
Convert awareness to transactions.
Campaign Tagline Fashion every fortnight.
Audience •Age group: 18+ years.
•Market: India, Urban and semi-urban
areas.
•Income level: Middle to higher
Campaign Spending Budget 20 lakhs.
Campaign Duration 4-5 Months
Campaign Medium Digital: Facebook ads, Google ads,
Instagram Marketing, Twit deck,
Mailchimp
Traditional: Fashion event sponsoring,
Hoarding and Banners at prime location,
PR promotions.
Promotion Activities
Advertising: Advertisements in newspaper, FM Radio, billboards and other
Outlook magazines will help create awareness about the SPURGE fashion
magazine among the end-users and also motivate them to buy the same and
remain loyal towards the brand. Advertisements will not only increase the

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consumption of this particular product but also create brand awareness among
customers.
• Social Media Marketing: Product awareness campaigns can be launched
on the social media platforms such Facebook ads and Instagram ads.
These ads can be managed using tools such as radin6 and Hootsuite. The
placement of ads in the news feeds, stories, article-streaming, Video-
streaming and Marketplace will create an impression on readers.
• SEO (Search Engine Optimization) can play a very important role. It will
improve the quality and quantity of website traffic to the outlook website
or a web page from search engines such as Google or binge.
• In-app advertisement: Advertisements in the form of banners or 3sec to
6 sec streaming in various application will create awareness about the
product.
• e-mail Marketing: Use Mail Chimp to market via e-mails. An existing list of
subscriber contact can be imported in the form of CSV. These contacts can
be sent a pamphlet of Spurge to create awareness about the new product.
• Fashion weeks/shows such as India fashion week can be sponsored to
create a buzz among interested reader.
• Promotional offers such first 1000 subscribers getting a chance to attend
fashion week sponsored by Outlook will also create a buzz for the new
magazine.
• Hoardings and PR activities will also create a buzz for the product.

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vs
3.Latest Indian Readership Survey by Nielsen

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India Today English, India's most-read magazine, has recorded a remarkable
upsurge in readership, adding 11.6 lakh readers in the last one year, according
to the latest Indian Readership Survey (IRS). In the first quarter of the calendar
year 2019, the readership of the magazine has shot up by 14.5 per cent to
91.52 lakh from 79.92 lakh, beating the country's magazine segment growth of
8 per cent.
Flagship Outlook English has 17.6 lakh readers (up from 15.17 lakh) and
comes distant second, though in percentage terms it was better than India
today at 16 lakhs increase in readership
Also, in the business segment Business Today with 1.76 million subscriptions
leads Outlook money and Outlook Business.
Conclusion: Outlook Media publishing has to increase its digital presence and
create brand recall by organizing regular events to further augment is
customer acquisition and close the gap with India Today, which seems tough
but is achievable by sustained efforts on this front.
India Today Outlook
2018 79.92 15.17
2019 91.52 17.6
0
10
20
30
40
50
60
70
80
90
100
Readership in lakhs
2018 2019

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11.2
You are an entrepreneur. You are coming up with a company in the same
segment as the above two companies. Make a detailed action plan pertaining
to PBM for your company.
Assumptions: I am a director with controlling stake of educational start up
Study – YQ. We cater to diverse set of exams and courses and have a huge
followership among age group 18-35 years which incidentally also accounts for
around 35 % of population
Funding and Revenues: Softbank and Tiger Global has led our round 1 funding
of 5 million AND 4 million USD respectively in Jan 2021
Study YQs profit margins are about 30%-40% of its total income.
Further, it is expected to close FY 2021 at a revenue of INR 35 Cr.
• Product Management
• Product mix
1. Vision – Weekly Magazine covering current issues of importance
in India and world
Language- Hindi and English
Versions: DIGITAL
PAPERBACK
2. Fin Eco- Fortnightly Magazine covering financial and economic
happening across markets and nations
Language- English
Versions: DIGITAL
PAPERBACK
Current and political affairs is the largest segment of Magazine industry with
more than 90% share. Business and eco is second most read categories; hence

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