Professional Documents
Culture Documents
OUTLOOK GROUP
SUBMITTED TO
SUBMITTED TO
AMIT ARORA
MBA (2009 11)
ID NO. M090700005
ACKNOWLEDGEMENT
I acknowledge, with heartfelt gratitude, the whole-hearted support of Mr. Bhawani
Singh Rajawat (Asst. Sales Manager, OUTLOOK Group) for his kind motivation
and guidance to design, undertake and accomplish the study and the project. I
would also like to thank OUTLOOK Group for the training program and for the
knowledge which Ive gained during the session.
My obligation to Ms. Shivali Jindal (Project Mentor, Chitkara University) and other
faculty members is immense for their vision to motivate me to identify the
appropriate topic and forum to undertake the study in the desired manner.
[Amit Arora]
TABLE OF CONTENTS
Group Companies.
History And Future Of Print Media
Print Media Industry Profile
Outlook Group
Organization Hierarchy
Management And Staff
Web Media
Outlook And Its Competitors
Sources Of Financing
SWOT Analysis
Project Work
Needs & Objectives Of Study
Outlook Umbrella
Research Methodology
Data Analysis & Interpretation
Findings
Suggestions
Limitations
Bibliography
Highlights of the Company
Financial Analysis
Experience With British Library
Questionnaire
EXECUTIVE SUMMARY
In todays competitive world Management Interns have to put rigorous hard work
to survive in the business world. They should be well groomed and well
acquainted with functioning of the corporate world.
CHAPTER - 1
RAJAN RAHEJA
GROUP
{BUILDING
MATERIALS,
BATTERIES,
FINANCIAL
SERVICES,
MEDIA,
HOSPITALITY, RETAIL}
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.
Prism Cement Ltd has a production capacity of 2.5 million tonnes; The Group is
a Co-promoter of Sonata Software Ltd, one of the leading software companies
in India. As owners and operators of a fibre optic cable network in Kerala through
Asianet Satellite Communications, Co-promoters of RMC Ready-mixed
(India) Pvt. Ltd. along with RMC Group plc, U.K, the worlds largest
manufacturer of Ready-mixed concrete.
Hathway Cable & Datacom Pvt. Ltd has extensive cable network in 6 major
cities and 7 large towns across India. Globus Stores Pvt. Ltd. is Indias one of
the largest apparel brand chain. A 50% JV with the ING group of Netherlands in
ING Life Insurance. The venture is already the 5th largest insurer in India.
Our Websites:
www.OUTLOOKindia.com,
www.tridenthotels.com,
www.sonata-software.com,
www.supremepetrochem.com,
www.healthandglow.in,
www.globus.in,
www.inglife.co.in,
www.hathway.com,
www.oberoirajvilas.com
www.prismcement.com,
www.ingim.co.in,
www.asianetindia.com,
www.foodworld.in,
www.exideindustries.com,
www.hrjohnsonindia.com,
a very strong network is what makes Print Media so much of a success even
today in the age of Television and the Internet. It is also said that Print Media also
helped literacy and undoubtedly the General Knowledge of the average person in
India.
The newspaper with the largest Circulation in India is Dainik Jagran, having near
about Two million readers. Next comes Times of India, an English newspaper,
followed by Dainik Bhaskar, another Hindi Newspaper.
India has a lot of regional newspapers and magazines as well in a lot of
languages. Therefore there is something out there for everyone to read!
Print media:
Current size: Rs 10,900 Crore
Projected size by 2010: Rs 19,500 Crore
CAGR: 12%
A booming Indian economy, growing need for content and government
initiatives that have opened up the sector to foreign investment are driving
growth in the print media. With the literate population on the rise, more people
in rural and urban areas are reading newspapers and magazines today.
Foreign media too is evincing interest in investing in Indian publications.
National Readership Survey is a survey on all media, but especially the print
medium, conducted by the National Readership Studies Council (NRSC) supported by Audit Bureau of Circulation (ABC), Advertising Agencies association
of India (AAAI) & Indian Newspapers Society.
It investigates the readership of about 80 major Indian publications-dailies,
weeklies, bi-weeklies and monthlies-in over 475 towns of 57 regions across the
length and breadth of the country. The towns, selected, however are publication
centres of dailies. By process of systematic sampling, over 55,000 households
in these towns are surveyed, the number of households in each town
proportionate to it population. All men and womenfolk above the age 15 are
questioned for about half an hour on the basis of a structured questionnaire.
It claimed to be the most thorough readership survey in the country. It provides
exhaustive data (available to its clients on computer disks) readership, radio
listenership profile-the socio economic characteristics of the readers of various
publications, of cinema and TV viewers, and of listeners to radio, as well as the
degree of duplication among publications and between media. Research
agencies involved are: IMRB, TNS Sofres Mode, and AC Nielsen in collaboration
with ORG.
This all-India survey conducted jointly with the Media Research Users' Council
(MRUC) also provides product / brand penetration information for over 50
different products allowing one to link media habits and product usage data for
adults and children from the age of 12 years.
Both NRS & IRS
Gives media consumption habits, product ownership & consumption, lifestyle
indicators information on macro demographic & geographic parameters.
Population coverage: 12 years & above
Sample size: over 200, 000
Geographic coverage: All India (Urban + Rural)
Sample Frame: Electoral rolls based on 2001 Census definition of Urban
Agglomeration
CHAPTER 2
ORGANIZATION HIERARCHY
EDITOR IN CHIEF
PRESIDENT& PUBLISHER
EXECUTIVE EDITOR
FEATURES EDITOR
FOREIGN EDITOR
BUSINESS EDITOR
SENIOR EDITORS
POLITICAL EDITOR
BUREAU CHIEF
BOOKS EDITOR
DEPUTY FOREIGN EDITOR
ASSISTANT EDITORS
SENIOR SPECIAL CORRESPONDENT
SPECIAL CORRESPONDENT
CORRESPONDENTS
Vinod Mehta
Maheshwer Peri
Bishwadeep Moitra
Nandini Mehta
Ajaz Ashraf
Sunit Arora
Ajith Pillai, Anjali Puri
Smita Gupta
Saba Naqvi Bhaumik
Sheela Reddy
Seema Sirohi
Namrata Joshi
Anuradha Raman
Saikat Datta, Nivedita
Shruti Ravindaran
BUSINESS OFFICE
VICE PRESIDENTS
ASST VICE PRESIDENT
GENERAL MANAGERS
DY GENERAL MANAGER
Suresh Selvaraj
Alok Mathur
Anup Dwived
Gaurav Kr. Vashisht
NATIONAL HEAD
REGIONAL MANAGERS
SENIOR MANAGERS
ASSOSIATE MANAGERS
Himanshu Pandey
Anand Shirali, Arokia Raj
B.S Johar, Kabir Khattar
Bobby Mathews,
Chetana Shetty
HEAD OFFICE
AB-10 S.J. Enclave, New Delhi 110 029
Tel: 26191421; Fax: 26191420
The premium fortnightly that packs market intelligence & incisive analysis
of the stock market, while capturing emerging trends & tracking market experts &
their moves. This magazine tells you which stock you should buy or avoid, also
contains comparative figures of domestic and international market, and if you
want to update your knowledge related to automobiles and movie reviews then
this is one of the best magazines for our readers.
The OUTLOOK Group has reached an agreement with U.S. based publishing
company Time Inc. to bring People, one of its most successful and popular
editorial products to India in 2008. Time Inc. which is the largest publisher in the
U.S. and U.K, redefined personality journalism in 1974 with People magazine
and its unique mix of news and lifestyle features.
Every week the People brand reaches 43 million readers with latest news,
exclusive interviews and in-depth reporting on the most compelling people of our
time.
OUTLOOK Business, in the true tradition of the OUTLOOK group, has as its aim
no less an objective than the complete rewrite of what has been tried by the way
of business journalism in the magazine space. Targeted at decision makers, the
product focuses on important business issues and developments with a view to
providing clear takeaways impact and implications for decision-making. A
holistic approach ensures all influences on business: economic, political, and
markets driven are examined.
Its a weekly magazine. It covers international affairs this magazine was honored
by best magazine award at international level in 05. News week offers
comprehensive
coverage
of
world
events
with
global
network
of
The European print media company owned by the German media major
Bertelsmann, is making its India debut with GEO, its premium science and
geography magazine. The magazine was launched under a licensing
arrangement with the OUTLOOK Group in India and positioned as a family
magazine. The OUTLOOK Group says that there is a big market for knowledge
magazines in India and GEO will help the Group in increasing its market share.
It gives you an all around perspective on the latest career trends, fresh avenues,
admission alerts, careers, courses and updates your general knowledge with the
literacy rate of different states and courses offered by colleges in these states.
This magazine contains well researched information for the youth and young
professionals, which may help them in taking decisions related to their careers.
OUTLOOK Traveller " 100 Holidays in the Hills" won the 2004, PATA Gold
Award
Weekend breaks from Delhi was in the BESTSELLERS top three, nonfiction 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
Value-Creating Companies
Banks
Online Brokers
Home Financiers
Hall of Fame
OUTLOOK WEBSITES
1. outlookindia.com
2. outlookmoney.com
3. outlooktraveller.com
outlookindia.com:
In
1998,
OUTLOOK
went
online
as
OUTLOOKmoney.com:
OUTLOOKmoney.com
takes
forward
the
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.
CHAPTER 3
OUTLOOK Group
COMPETITORS
OUTLOOK MONEY
MONEY TODAY
OUTLOOK BUSINESS
OUTLOOK TRAVELLER
TRAVEL TODAY
OUTLOOK HINDI
SAPTAHIK
OUTLOOK PROFIT
NO COMPETITORS
MARIE CLAIRE
COSMO,FEMINA,NEW
WOMAN,VOGUE
NEWS WEEK
OUTLOOK (ENGLISH)
INDIA TODAY
Fig. 2
In fig. 2, customers feedback is being compared, amongst two print-media
Groups and it is found that India Today, which is 35-years old brand, has been
performing well consistently and OUTLOOK Group has surprised everyone by
aggressive marketing during the last 15-years and beaten the Champion of its
field by circulating its eleven magazines which fulfill the needs of different age
group people belonging to different sectors.
Fig. 3
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.
SWOT ANALYSIS
STRENGTHS
1. Eleven different magazines which cover each and every segment of the
market and fulfill the needs of different age group belonging to different sectors.
2. Exclusive photography and articles, OUTLOOK does not copy the content
from internet and paste in its magazines.
3. Co - promoters of international magazines like - Marie Claire, GEO and News
week with reasonable prices.
4. OUTLOOK has well organized and experienced man power, which approach
directly and indirectly as well, to the readers.
5. OUTLOOK has set up its own strong distribution channel, which circulate 1.5
million copies in INDIA.
6. OUTLOOK gives you multiple times address change flexibility and charge
nothing for the service.
7. OUTLOOK is known for its range of magazines, subscription offers (also
available with internet edition) and on the spot delivery of the gifts which one
cannot ignore.
CHAPTER - 4
PROJECT WORK
LITERATURE REVIEW
OUTLOOK UMBRELLA
OUTLOOK Group is divided into four parts, which are well explained in this
figure. Group earns its revenue through these divisions and all the functioning of
the Group depends upon these four divisions.
PRODUCTS DETAILS
S. NO. MAGAZINES
PRICE
ISSUES/YEAR
1.
OUTLOOK ENGLISH
Rs.25/-
51
2.
PROFIT
Rs.50/-
26
3.
BUSINESS
Rs.25/-
26
4.
MONEY
Rs.30/-
26
5.
TRAVELLER
Rs.75/-
12
6.
MARIE CLAIRE
Rs.75/-
12
7.
PEOPLE
Rs.30/-
26
8.
GEO
Rs 100/-
12
9.
NEWSWEEK
Rs.75/-
51
10.
CAREERS 360
Rs 40/-
12
These are 10 magazines which I have promoted during my internship with well
designed Subscription Offers. OUTLOOK, TRAVELLER and GEO were the best
selling magazines.
CHAPTER - 5
RESEARCH METHODOLOGY
During research, non- probability sample method has been used; under it I
chose Convenience sampling & Judgmental sampling for conducting the
research.
I designed a questionnaire and get it filled by the respondents and at situations I
have used primary method of data collection - By Observation & through
Personal Interview. These respondents were magazine readers, prospects and
suspects.
For my research, I went to Govt. offices, corporate houses, saloons, tour
operators, stock broking companies, coaching institutes and schools.
Types of data collection
1. PRIMARY DATA
- By Observation.
- Through Personal Interview.
2. SECONDARY DATA
- Internet
Fig. 4
I have targeted only those people who are above 20 years of age and got
maximum response from respondents who fall under age group 30 40 and
minimum who fall under age group 20 30. This shows people belong to age
group 30 - 40 are regular readers of magazines.
Fig. 5
In fig. 5, I have shown my target audiences. During my research, I targeted
these people and got healthy response from Doctors (48%) and minimum from
Chartered Accountants (14%) and most of the doctors have subscribed
knowledge and Traveller magazine. Govt. Employees have given us positive
response (20%) and most of the businessmen (18%) were reluctant to purchase
magazine because of insufficient time.
Fig. 6
During survey, I found that magazine readership in Chandigarh is only 62% and
when I asked why? The reply was that we subscribe two or more than two
newspaper at home and we dont have enough time to read these papers and
now-a-days internet is a solution of every problem then why should we subscribe
magazines?
Fig. 7
In case of OUTLOOK, it is found that 53% people of Chandigarh read weekly
magazines and the figure which has surprised me was of monthly magazine
(32%) more than the figure of fortnightly magazine.
People read weekly magazine because these are news magazine. Respondents
say they subscribe monthly magazine for GEO, Traveller and Marie Claire and
OUTLOOK fortnightly magazine has got minimum response because these are
finance magazine and they watch T.V. for finance news.
Fig. 8
Fig. 8 shows that 35% people read news magazine, followed by Travel &
Tourism, knowledge and entertainment magazines. People are less inclined
towards finance, career and business magazines.
Fig. 9
52% people spend less than Rs. 150 p.m. for magazine and 33% spend
between Rs. 150 300 which is not a small figure and this is a good sign for
Print Industry and people who are spending above Rs. 300 p.m. are giving
regular business to the Industry and cant be ignored.
Fig. 10
This figure shows that 61% people purchase magazine from retail points
and 39% people subscribe, reasons thereof are as follows:
-
Fig. 11
After review this figure, we get to know that what parameters affect buying
behavior of customers - Brand Image, after Sales Service, Special offers and
Availability play important roles in this regard and Content plays an average role.
Fig. 12
35 - Years old brand India Today is a market leader; people still prefer this
magazine because of its good content and brand image, when we asked about
OUTLOOK they said it is a prominent brand but content in the magazine are less
and advertisements are more.
Businessmen read The Economist, Money and The week. Doctors prefer Geo
and Traveller and Saloons go with Femina.
Fig. 13
When I asked this question, 6% people said that we have never subscribed
OUTLOOK and 4% are regular subscribers of OUTLOOK, this is not a bad figure
in todays competitive environment.
Q9. Which brand of OUTLOOK, would you like to subscribe? (If interested)
Fig. 14
I asked this question from respondents who belong to different sectors and
accordingly got the reply, which are as follows:
Doctors:
Govt. Employee:
Finance Tutors:
Saloon Owner:
magazine.
Improve Delivery system.
Magazine Processing and delivery should be fast.
Promote with good offers
Gift should be delivered on the spot.
Magazine should be delivered through courier service.
CHAPTER- 6
FINDINGS OF THE STUDY
OUTLOOK has its good Brand Image in the market. People are familiar
party.
Group has its tie-ups with big brands like United Colors of Benetton,
Adidas, Liberty, Hidesign, Numero Uno, etc. and simultaneously promotes
readers.
The different buying behaviors of respondents have given the insight
regarding their different areas of interest.
Print media is growing by 12% compound annual growth rate.
Strong and experienced man power will take the Group to the new heights.
Tie-ups with good brands help in building positive image and make the
Group trustful.
Customer feedback survey may take the Group in right direction; every
company should keep in mind the basic needs of an ordinary man if it
wants to grow.
Summer interns help the company in increasing sales: In the middle of 1 st
and 2nd quarter, company appoints college interns, who are really
enthusiastic and focused towards their work. Secondly, company launches
SUGGESTIONS
The group has its strong Brand Image but people are not aware of the
magazines which come under OUTLOOK umbrella, Group should
promote following brands:
GEO
MARIE CLAIRE
CAREERS 360
NEWSWEEK
markets.
Backbone of the Group is its experienced manpower and Group should
take care of the needs and resources they want for implementing the
strategies.
LIMITATIONS
The Research study is confined to only few sectors of Chandigarh.
Data collection was not as easy as it looks; during research we have seen
grey faces and some respondents were not willing to fill the questionnaire.
People do not co-operate with marketing executives and they dont have
free minutes to attend them.
Some people directly refused to co- operate and some gave biased and
dishonest replies.
Primary Data
BROCHURES of OUTLOOK Group
Through personal Interview
ANNEXURE
Mission
Vision
Values
Integrity
Teamwork
High Achievement
Service Excellence
Building Shareholder Wealth
Total Income
20,180,000
(4,200,000)
Gross Profit
15,980,000
Gross Profit %
79.19%
Expenses:
Payroll
750,150
Materials
1,050,210
Accountants
83,350
Legal
60,000
Insurance
24,000
112,523
(2,080,233)
13,899,768
Taxes Incurred
(3,850,130)
Net Profit
10,049,637
Net Profit/Sales
49.80%
Profitability Ratio
Gross Profit Ratio = Gross Profit * 100
Net Sales
It Measures The Relationship Of Gross Profit To Net Sales.
GP = Net Sales Cost Of Goods Sold
Net Sales= Total Sales Sales Return
GPR = 15980000 * 100 = 79.19%
20180000
Trend Analysis
Sales
Amount
Rs.
Amount Rs.
Trend%
2007
15,329,610
100
8,821,402
100
2008
18,129,020
118
11,320,111
128
2009
20,180,000
131
13,899,768
157
Interpretation
Sales are continuously increasing and is quite satisfactory
Profit before tax has increased substantially. Profits have increased more
than sales which show that there is a proper control over cost of goods
sold.
dealt with Britishers. I did the same and after almost a month, I received their call
and finalized the deal without any compromise. I take it as an achievement
because they have very selected brands in their portfolio and now Outlook is one
of them.
OUTLOOK
PEOPLE
MONEY
PROFIT
TRAVELLER
MARIE
CLAIRE
GEO
5-years,
Rs. 2999
255 ISSUES
130
ISSUES
130
ISSUES
130
ISSUES
60 ISSUES
60 ISSUES
60
ISSUES
3-years,
Rs. 1799
153 ISSUES
78 ISSUES
78 ISSUES
78 ISSUES
36 ISSUES
36 ISSUES
36
ISSUES
BE
1-year, Rs.
699
51 ISSUES
12
ISSUES
26 ISSUES
26 ISSUES
26 ISSUES
12 ISSUES
12 ISSUES
BE
G
+
EXCLUSIVE OFFERS
TERM
TRAVELLER
GIFTS
TERM
BUSINESS
GIFTS
3-years,
Rs. 1750
36 ISSUES
5-years,
Rs.1599
130 ISSUES
Timex watch
Hidesign EXBag
2-years,
Rs. 1199
24 ISSUES
Rucksack
Bag
3-years, Rs.
999
78 ISSUES
Hidesign
Wallet
GEO
GIFTS
1-year, Rs.
499
26 ISSUES
TERM
23%
Discount
3-years,
Rs. 2100
36 ISSUES
TERM
CAREER
360
GIFTS
2-years,
Rs. 1500
24 ISSUES
1-year, Rs.
350
12 ISSUES
Thermal
Mug
Timex watch
Rucksack
Bag
These are our Primary Benefits to our readers, complimentary gifts and
savings are Secondary Benefits.
We intend to avail an opportunity to meet and share more about our
Company and Product. Please call to set an appointment at your
convenience. Well make efficient use of your time.
I appreciate for your taking the time to review our Proposal. Thanking you in
anticipation.
Expecting for a favourable reply
Warm Regards,
* Amit Arora
(Intern, OUTLOOK)
QUESTIONNAIRE
Name:
Age:
Occupation:
Mobile No.
Yes
No
Weekly
Fortnightly
Monthly
Q3. What kind of magazine, do you read?
News
Entertainment
Knowledge
Finance
Travel & Tourism
Business
Career
Financial
Below Rs.150
Rs. 150 300
Rs. 300 450
Above Rs.450
Brand
Image
Most Attractive
10
Content
Special
Offers
Service
Availability
Geo
India today
Traveller
The week
Money
The Economist
Profit
Femina
Yes
No
Q9. Which brand of OUTLOOK, would you like to subscribe? (If interested)
OUTLOOK
GEO
TRAVELLER
MONEY
PROFIT
NEWSWEEK
MARIE CLAIRE
CAREERS 360
PEOPLE
BUSINESS
News is something, someone, somewhere does not want to read, rest is PR.
THANK YOU