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A Project Report ON ": E-Commerce and Its Benefits in Print Media"
A Project Report ON ": E-Commerce and Its Benefits in Print Media"
A PROJECT REPORT
ON
“E-COMMERCE AND ITS BENEFITS IN
PRINT MEDIA”
towards Partial Fulfillment Of
DECLARATION
I hereby declare that the following project report titled “E-COMMERCE
ANT ITS BENEFITS TO PRINT MEDIA ” at green park , New Delhi. The
survey is an authentic work done by me. It is to the best of my knowledge
and belief. This is to declare that all my work indulged in the completion of
this Project Report such as survey and sales promotion is a profound and
honest work of mine.
Anish D Pillai
3
ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report for OUTLOOK
INDIA. It has been an enriching experience for me to undergo my summer training at
OUTLOOK INDIA, which would not have possible without the goodwill and support of
the people around. As a student of INSTITUTE OF MANAGEMENT STUDIES,
Ghaziabad I would like to express my sincere thanks to all those who helped me during
my practical training program.
Words are insufficient to express my gratitude toward Mr. under his guidance. I would
like to give my heartily gratitude to the organization for having given me the
opportunity to do my project work in the organization and lighted my way of progress
with his guidance .
Last but not least, I would like to record my deepest sense of gratitude to my friends for
their support and constant encouragement
However, I accept the sole responsibility for any possible error of omission and would be
extremely grateful to the readers of this project report if they bring such mistakes to my
notice.
4
TABLE OF CONTENTS
Chapters Page No.
1. Introduction 6-8
2. Company Profile 9-19
3. Industry Profile 20-27
3. Research Methodology 28-35
4. Limitations of the Study 36
5. Literature Review 37-38
6. Analysis and Findings 39-44
7. Conclusion 45
8. Recommendation 46-48
9. References 49
EXECUTIVE SUMMARY
In today’s 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. The 1.5 months Industrial Training is an integral part
of Management Program, aims to provide the management students with an adequate
exposure of the various operation that are taking place in an Industry. I, as a Management
intern was engaged with OUTLOOK Group, New Delhi. I worked in a Subscription
Division for 2 months. It was a very educative and professional experience and thereby
gaining a practical overview of the corporate work culture.
5
INTRODUCTION
Gathering and using demographic data through web contacts and social media
newspapers and financial dailies, new titles are coming thick and fast in one of the
few markets in the world where advertising and readership for print media are
expanding. It's a fast growing economy and with consumption so robust and with
incomes rising, it's a fertile ground for the print media. There is also buoyancy in
particular.
7
Print publication advertising revenues in India generated 128 billion rupees ($2.4
With the economy having grown at an average rate of 8.75 percent in the last four
years, middle class incomes have risen, boosting demand for niche magazines on
India's more than 20 official regional languages. Revenue for newspapers and
sacrosanct, grew at an average rate of 15 percent in the last four years, higher than
anywhere in the world, PWC said. The growth is helped by a young demographic,
more working women, rapid urbanization and smaller households. The print
publication boom in India contrasts sharply with more mature markets in the West
where circulation figures and advertising revenues are down as readers move to
the Internet.
keeping the cap for news at 26 percent. Early investments included Independent
Co
8
COMPANY PROFILE
Outlook is one of India's four top-selling English weekly newsmagazines. Like many
other Indian magazines, it is reluctant to reveal its circulation, but the 2007 National
Readership Survey suggested 1.5 million copies. Outlook's competitors are India
Today, The Week, and Tehelka. Outlook has been published in New Delhi continuously
since October 1995 by the Outlook Group, whose founding editor-in-chief is Vinod
Mehta. In October 2008, Mehta appointed Krishna Prasad as Outlook's editor, and in
February 2012, upon retirement, as Outlook's editor-in-chief. Mehta would continue to
serve as an advisor to the magazine. Krishna Prasad also publishes the popular
blog Churumuri. Sandipan Deb and TarunTejpal were past editors of the magazine.
Outlook made news for its investigative reports of the "Kargil bungle" and
9
the cricket "match-fixing controversy." Outlook has time and again carried many pro left
stories exposing it to the allegations of being a "left-leaning" publication.
Writers for Outlook included Bhaichand Patel, Uri Avnery, George Monbiot, Daniel Lak,
Ashok K. Mehta, B. Raman, Anil Dharker, SaeedNaqvi, RamachandraGuha,
PrabhuGhate and Andrew Whitehead. Currently, the Outlook Group publishes several
magazines like Outlook Business, Outlook Profit, Outlook Money, GEO, Marie Claire,
People, Outlook Traveller, Career 360 and News Weekly. The Outlook Group also
publishes the Hindi Outlook Saptahik. Launched by Hathway Investments Private
Limited, the Outlook Group is owned by the Rajan Raheja Group. It's an entrepreneurial
journey that has spanned both 'old' and 'new' economies -- building successful brick-and-
mortar businesses to exploring the frontier world of convergence technologies. About a
quarter-century before the onset of the ICE age, the Rajan Raheja Group made its
beginning in the construction business. After building a huge presence in the realty
market, the Group diversified laterally into manufacturing, financial services and media
-- each venture initiated, and executed, to fulfil the objective of assuming leadership in
core areas.
The list of the Group's successes is long and eclectic. Today, H&R Johnson (India)
Limited is the top name in ceramic tiles in India. Exide is the strongest brand of batteries
in the automotive and industrial field. Supreme Petrochemicals is the largest processor of
plastic materials in India.
The Group also joined hands with Oberoi Hotels as co-promoters of Trident Hotels and
luxury resort Raj Vilas, which Conde Nast Traveller ranked as one of the 25 best villa
hideaways in the world.
Other triumphs include Templeton Asset Management (India) Ltd, a venture with the
Templeton Group which manages funds worth $220 billion; Prism Cement Ltd, with a
production capacity of 2.1 million tonnes; and Sonata Software, a leading name in this
cutting-edge field. As owners and operators of a fibre optic cable network in Kerala
through Asia net Satellite Communications, the group is also a significant stakeholder in
the growing convergence business in India.
Administrative Department
Marketing Department
Accounts Department
ADMINISTRATIVE DEPARTMENT
H.R Department
ADMINISTRATIVE DEPARTMENT
OUTLOOK STAFF:
Publisher:MaheshwerPeri
Editor: Krishna Prasad
Executive Editor:BishwadeepMoitra
Managing Editor:Nandini Mehta
Foreign Editor:Ajaz Ashraf
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Business Editor:SunitArora
Senior Editors:AjithPillai, Sunil Menon, Anjali Puri
Political Editor:Smita Gupta
Bureau Chiefs:SabaNaqviBhaumik (Delhi) SmrutiKoppikar (Mumbai)
Books Editor:Sheela Reddy
Photo Editor: T. Narayan
Sr Assistant Editor: S.B. Easwaran
Associate Foreign Editor:Pranay Sharma
Assistant Editors:Namrata Joshi, ManishaSaroop, Arindam Mukherjee, Lola
Nayar, Anuradha Raman
www.outlookindia.com
Editor: SundeepDougal
IT-Manager: Raman Awasthi
Software Engineers: Anwar Ahmad Khan, Manav Mishra
Web Designer: Praveen Uprety
Special Correspondents:
RohitMahajan, Pragya Singh, Chandrani Banerjee, AmbaBatraBakshi
Correspondent:
ShrutiRavindran, DebarshiDasgupta, Omair Ahmad
Mumbai: PayalKapadia
Kolkata:DolaMitra
Bangalore:SugataSrinivasaraju (Associate Editor, South)
Chennai:PushpaIyengar (Bureau Chief)
Chandigarh:ChanderSutaDogra (Bureau Chief, North)
Bhopal: K.S. Shaini
Copy Desk:
Sasi Nair (Deputy Copy Editor), ParomitaMukhopadhyay, SaikatNiyogi
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Photographers:
NarendraBisht (Deputy Photo Editor)
Jitender Gupta (Chief Photographer)
TribhuvanTiwari, Dinesh Parab, ApoorvaGuptay, SandipanChatterjee,
ApoorvaSalkade, S. Rakshit (Senior Coordinator), J.S. Adhikari (Photo-
researcher)
Design:
Deepak Sharma (Art Director), Bonita Vaz-Shimray, AshishBagchi,
TanmoyChakraborty (Graphics Editor), Devi Prasad, Padam Gupta
Promotions:AshishRozario
Illustrator:SandeepAdhwaryu, Sorit
Editorial Manager:SasidharanKollery
Library:Alka Gupta
BUSINESS OFFICE:
National Heads:
HimanshuPandey (Business Development), Alex Joseph (Retail)
Regional Managers:
Arokia Raj
HEAD OFFICE
BANGALORE OFFICE
OTHER OFFICES
Mumbai
Kolkata
Chennai
Hyderabad
CHAIRMAN
SENIOR VP
VP
GM
DGM
AGM
SENIOR
MANAGER
MANAGER
ASST. MANAGER
MGMT. TRAINEE
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1. Outlook Weekly
2. Outlook Traveller
3. Outlook Money
4. Outlook Business
5. Outlook Hindi
WEB MEDIA
Outlook Business
Outlook Business, the new fortnightly business magazine that packs in credible, detailed
information and analysis for decision makers to enable them take profitable business
decisions. A composite package covering all factors that influence business movements
with an Indian and a global perspective. With expert views which not only gives you an
insight of the current business dynamics but also analyses the impact & implications that
it would have on your business.
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 Traveller: Outlook Traveller 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 travellers to take a fresh look at familiar
places. Whether people are planning a holiday, or simply dreaming of one, Outlook
Traveller continues to take them closer.
journalism, while brandishing its own identity through a strong parallel editorial. The
magazine is empathetic to its target audience & is not a translation of its English
counterpart.
People:This Magazine gives knowledge about the celebrities and new products which are
generally used by the celebrities and also tells about their dressing sense, because now a
day’s many people want to adopt the daily routine of the celebrities.
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INDUSTRY PROFILE
20
The Indian entertainment and media (E&M) industry has out-performed the Indian
economy and is one of the fastest growing sectors in India.
The Indian economy has been growing at a fast clip over the last few years, and the
income levels too have been experiencing a high growth rate. Above that, consumer
spending is also on the rise, due to a sustained increase in disposable incomes, brought
about by reduction in personal income tax over the last decade. All these factors have
given an impetus to the E&M industry and are likely to contribute to the growth of this
industry in the future.
The television industry continues to dominate the E&M industry by garnering a share of
over 42 percent, which is expected to increase by a further 9 percent to reach about 51
percent. Print media, on the second spot, stands at over 31 percent, is projected to 23
percent in 2010.
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PRINT MEDIA
The structure of the Indian print media industry is highly fragmented with importance to
regional dominance. The Indian print media segment primarily comprises newspaper and
magazine publishing. Book Publishing also forms part of the print media though
currently the share is not substantial.
The print media industry has potential to grow still larger as 369 million literate people in
India are still not tapped by any publication.
Currents estimates reveal that the reach of print media in India has increased to 222
million people. Print media is also the favourite segment for global investors with
maximum foreign investment in this segment.
3.2: KEYDRIVERS
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Achievements
The Government of India has also recognized Outlook Traveler Getaways as the
Best Travel Publication in the year 2002-2003.
Department of Tourism, Government of India Award, National Tourism Award
2009-2010 awarded to Outlook Traveller for Excellence in Publication.
Outlook " 75 Holidays in the Hills" won the 2010, PATA Gold Award
In 2010-2011 the Government of India recognized "Outlook" as the “Best
Publication".
Weekend breaks from Delhi was in the Bestsellers top three, nonfiction category
for 14 consecutive weeks in North India
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Weekend breaks from Mumbai was in the Bestsellers list top three for 8
consecutive weeks in West India.
RESEARCH METHODOLOGY:
METHODOLGY Used:-
the study is usually related to the subject or the issue that is being investigated.
In this, we study the various steps that are generally adopted by a researcher in studying
research problems.-
RESEARCH DESIGN
methods and procedures for collecting and analysing the information to be collected is
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specified. The research undertaken was exploratory in nature as it was a first step in a
research process. It focused on the discovery of ideas and was generally based on
secondary data. This research was an attempt to create demand of the product and to
know the factors which highly influence the customers regarding outlook group.
1. PRIMARY DATA:
Primary data is defined as the first time data collected. It is new in nature. This type of
data is collected directly from the source of information. The techniques, which are
involved in collecting the primary data, are personal interview, surveys, questionnaire etc.
2. SECONDARY DATA:
Secondary data is that type data which somebody else had collected and which had
already been passed through the statically process. This indirect information of the data
from sources containing past and present information is collected from newspapers,
journals, business manuals, pamphlets magazines etc. in my report I have also collected
Research Instruments:
taken to put questions related to the subject. The questionnaire contain close ended
Nature of Data
The data is primary in nature as it is collected with direct interface with the respondents.
Sources
The data was collected through a medium of questionnaire from subscribers of the
magazines.
The research is descriptive in nature and aims at finding the last alternative amongst the
Sample size
Some limited number of customer denotes the overall customer point of view.
The respondents were from the database provided by the Outlook, they are the
existing customers.
Sampling method
Judgemental sampling is done on the population by making a survey regarding their point
Statistical Technique/Tools
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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.
Knowledge Jockey:-
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No of
Sales
Made
Total Revenue
Generated
The Online application of Outlook by which sales executive generates the revenue. This
application holds the total sales of an individual i.e. Successful and unsuccessful sales.
The application tracks all the records of customers online and also the top seller of the
month. It has the records of each and every sales made by the executive. Each executive
has their own personal KJ account which has a unique Login and Password.
The KJ also includes the personal information like PAN Card Number, Contact No,
Address, Bank Account etc.
Published on Fridays so it covers all special news and events which take place
Fridays and also new movies are released on Friday. Hence it is the biggest strength
for Outlook.
It has been famous for sensational stories like the “Kargil Bungle” and the “match
fixing controversy”.
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It also covered and published important meetings held like of Agra summit.
It offers very good subscription schemes with highly attractive gifts with them.
Money.
Outlook traveller has been awarded international awards for best selling magazine.
The survey has shown that 93% of readers retain all past issues of Outlook Money
WEAKNESSES:
It is on a back hand from India today Hindi in Market share of Hindi magazines.
From the survey it has come out that the Quality of content is not good.
Even magazine’s paper quality, print quality and coverage have not been considered
up to the mark.
OPPORTUNITIES:
As Outlook has distinguished products like Outlook Traveller and Outlook Money, so
As its near competitor India today has major market share in Hindi magazine segment
Should focus on quality of the content and this will eventually turn up the sales and
Keep offering good Promotional schemes to retain their customers and also to attract
new ones.
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THREATS:
India today is its near competitor which has a well known name and it has been in this
India today Hindi covers major market share leaving little future prospect for Outlook
Hindi.
Insecurity regarding the online transaction makes the customer unwilling towards the
subscription.
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The main three limitations of this research are time, finance and access. The research is
time crucial due to the deadline placed on the submission of the final research findings.
Therefore starting from sampling till data collection everything needs to be done as
quickly as possible thus leaves researcher with limited amount of time. Access to
Companies data may be an issue because the researcher will not be able to reach
customers due to limited time. Every person tries to do the work in the best possible way,
but yet he/she faces certain difficulties.
But still proper care was taken to present the report in he best possible way, but still the
difficulties which were faced are as under:
As there was opinion based survey, so subjectivity would be there.
Time and other factors, which are beyond the human limitations, have also bearings
on the study.
Sample size taken for the survey is very small therefore; it does not represent the
whole population.
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LITERATURE REVIEW
DATA ANALYSIS
Have you faced any problem with regarding the delivery of magazines?
42
FINDINGS:
People are adaptable to this new process of subscription and respectfully follows it as
People are more preferably like to buy the subscription for 2 years than any other
CONCLUSION
magazine. As the launch of KJ made a revolution and competition between the sale
executive that made an aggressive sales over PAN India, headed by the head office New
Delhi, Sufdurjung Enclave. This online application determines the sale of individual
through which they makes their monthly target and makes strategies to complete their
target within the given time. As this process is fast, easy and can be access at any time of
the moment. It reduces man power as a single executive make multiple calls. The process
is based on tele-calling. But as exception are every where many customer feels insecure
due to cyber threating or being cheated by the hacker. They feel insecure over the online
transaction.
CRM in Outlook is doing their level best to complete the customer satisfaction. They do
perform when the query generates and try to solve it as soon as possible.but the CRM do
has some problem as they did not get to know whether the subscription is reaching to
customer or not until and unless the customer himself complain regarding that. And some
time when the customer do so, he still not got its desired edition or gift.
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Recommendations
Based on the findings from different analysis, market survey and some amount of
subjective analysis new promotional strategies can be identified which can improve the
subscription sales of outlook magazines and thus increase greater awareness for Outlook.
It is important to motivate the consumer to subscribe for the magazine for boosting the
sales and it’s obvious that most of the consumers will not get motivated unless and until
they get what they want. From the market survey it was able to identify that the
motivating factors are the gifts provided along with the subscriptions and according to
most of the consumers a good gifts are one which have good brand value associated with
Referral marketing can be effectively used to improve the subscription sales. The existing
customer can be motivated to refer to their friends, relatives etc. to subscribe for the
magazine by means of exciting and attractive gifts as incentives. The magazine should
provide Business reply cards exclusive for existing subscriber along with subscriber’s
copies during the magazine delivery so that they can refer their friends and relatives for
magazine subscription. The business reply card should offer the facility to be filled with
at least ten references. Subscribers should be able to send them free of cost. Now these
3. Customer retention
47
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
From the market survey it was revealed that the strengths of Outlook Magazine are
Promotional Schemes and unbiased reporting. Its weaknesses are its Content quality,
Paper quality and Print quality so it should work on it to increase the customer’s
48
satisfaction. If the product is able to satisfy customers in its core product attributes, then
So to improve customer loyalty and thereby increase voluntary sales outlook magazine
Since the quality of content and coverage are subjective in nature, Outlook needs to
identify what are weaknesses of the current contents and coverage of the magazine as
well as the customers’ expectations about them. For this Outlook should go for detailed
survey and customers feedback so that it can understand the customers’ expectations as
far as content and coverage of the magazine are concerned. Once the customer
customer requirements and demands in order to improve their satisfaction level which
REFERENCES:-
WEBSITES
www.mapofindia.com
www.outlookindia.com
www.wikipedia.com
Kj.outlookindia.com
subscription.outlookindia.com
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APPENDICES
Questionnaire:
Why?
Ans:-
3. If you don’t subscribe online from where did you get the edition.
a)News stalls b) Book Shop c) Buy second hand edition
5. For last how many years you are the subscriber of current Outlook Group
Magazine?
a) 1 year b)2-3 year c)3-4 year d) more than 5 year
6. Have you ever faced any problem regarding the availability of Outlook Group
Magazine?
a) Yes b) No
8. Are you satisfy with the current Outlook Group Magazine you read?
a) Yes b) No
9. If No, Why?
Ans:-