TASK 1

CUSTOMER RELATIONSHIP MANAGEMENT.

 Analyze outlook with 2 of it’s competitors and find out the
strategies it uses to maintain customer life cycle.

outlook Publishing India Pvt. Ltd : Outlook 'is India's liveliest weekly news magazine
with critically and globally recognized print and digital editions. The Institute Award for
Excellence in 2007 and the World Media Summit Award in 2014. Published in New Delhi
and printed in various locations, with editors and contributors across India and around the
world, the magazine combines the magazine of general interest with its coverage about Indian
politics, economics, international relations and art, culture, books and trends. The Outlook
pages featured the biggest names in Indian intellectualism.

Strategies to maintain customer life cycle :-

1) Offering digital and physical subscription.
2) Gift voucher and Goodies.
3) Discounts and free delivery.

Top Competitors of Outlook Magazine :

1. Tehelka : Tehelka is an Indian news magazine known for its investigative

journalism and undercover activities. It was founded as a website by Tarun Tejpal and
Aniruddha Bahal in 2000. It started spreading tabloids in 2004 and switched to
magazine in 2007. A cricket match-fixing scandal broke out in 2000, and the second
best known was Operation West End in 2001.

Strategies to maintain customer life cycle :-

1) Wide range of products.
2) Affordable pricing.
3) Provides new in video format with is tv feature.

2. Frontline Magazine : Frontline, the bi-weekly English-language magazine from

The Hindu's Stable, has had a strong presence in the media world since 1984.
Frontline's journalism is characterized by thorough and insightful reporting and
analysis of regional, national and regional issues and events. International. He is
characterized by a comprehensive journalism. Frontline's topics range from politics,
economics and social issues to the environment, nature, culture and film. Your cover
stories are exhaustive. No other Indian magazine reports on world events as
comprehensively as Frontline. His scientific reporting has received international
awards. Intellectually stimulating book reviews and informative and exciting
photographic features are common items on the Frontline menu.

Strategies to maintain customer life cycle :-

1) Very affordable in terms of value for money.
 2) Multiple offer for all the magazines clubbed together.
3) Offer including free subscriptions of their newspaper Digitally.

 Find the main reason behind each company going with the
strategy and how these strategies has paid dividends.

Outlook Tehelka Frontline

Reason Maintain existing Engaging with new To be the dominant
customer and customer through force in the market by
enhance their reach wide range of product use all the additional
and new engagement resources available to
ways them by creating a
whole ecosystem of
news/media
Revenue(2020 1cr -100cr 1cr – 5cr 30cr – 110cr
)

 Compare the NPS for each of the company and find the reason
behind the score. What do you recommend these companies and
how can they improve their scores?
i. Outlook – (-24)
ii. Tehelka – (-12)
iii. Frontline – (8)

RECOMMENDTION :-
According to me, to improve the NPS of the above companies it should follow
strategies such as :-
1. Focus more on reducing the response time and the average handling time.
which will lead in greater customer satisfaction and translate into valuable
word of mouth advertising for your company.
2. Listening to the needs of your customers.
3. Rethink and remove the NPS killing task such as documentation, verifying ID,
and other regulator compliances. By doing these companies can also shave off
time on average call handling time.
4. And last but not least Always Ask for Feedback because customer want to
know their opinions matter. When you don’t ask for their feedback, this makes
them feel unappreciated.

 What lessons can the Print media industry take from the
international print media companies so as to improve the NPS.
 The print media industry should learn and adapt from the international print
media companies the strategies such as
 a) Adapt to the technological changes in creating content and
manufacturing process which will help in reducing the production
cost and shorten the production cycle.
b) Providing high-quality content, creating clearer pictures as well as
use of more creative ways to display the content.
 One such example of and international company following this sort of techniques
is the Daily Mail and General Trust plc. It is a UK based company which has its
own newspaper and radio station and mainly focus on the information and
entertainment aspect through is media presence with a market of $1.82 billion.

TASK 2

DIGITAL MARKETING.

 Where do you think the Raheja group company is leading its

competitors and in which aspect does it need improvement.
 According to me, Raheja group is pushing the boundaries of it competitors and
itself in its respective market by changing and adapting toady’s digital age.
Making significant chances in it Retail industry such as changing the model of one
of its most widely know retail chain which is shoppers stop also marketing their
online presence by partnering with site of their respective domain such as presence
on realtor websites.
 According to me, the aspect in which Raheja group of company needs
improvement is the marketing sector, by using the right marketing tools Raheja
group can become a household name which will also help it to gain more trust and
help the business grow even more. And as the market is shifting more and more
towards the online mode, I think the Raheja group should also focus on
transitioning its businesses slow but surely towards the online mode, which will
keep the business model up to date and be more reachable and accessible and
consumer friendly.

 If you were the digital marketing manager what steps will you
take to reap higher dividends. Justify your action plan.
 Gathering the necessary ammo to create a powerful digital marketing campaign
for better conversions and increased leads. From defining your goals, to
promoting the business, to developing the ultimate digital marketing strategy that
pays in higher dividends.
Business Objective Social media goal Metrics
 Brand growth  Awareness with  Followers, share,
regards to current and subscribe.
potential customers
  Turning of  Engagement of  Likes
advocates from audience with the ,Comments, tags, etc.
customers product/content
 Driving of leads  Conversion from  Email signups,
and sales the engagement. Website visits /clicks etc.
 Improvement in  Consumer  Testimonials,
customer retention. feedback, request, Sentiment/statements
complaints. across social media etc.

 To what level does these companies use social media

marketing? Does it have a optimized social media marketing
plan?
 Social media marketing needs to be a part of every overall marketing campaign,
no matter how big your business. When is come to companies who are competing
in today’s market social media marketing is one of the most important tools of the
business. Companies often use social media marketing as one of its major
promoting tools. Which in today’s time amounts up to 80 to 90 percent of
companies reach and awareness creating campaign. So to answer the question
companies level usage of social media marketing is very high, relevant which can
be measured up to 70 to 80% of their total marketing plan.

 Here are some of the ways/plans that businesses use social media to boost their
businesses :-
1. Paid Ads or Posts.
2. Promoting their product/companies through social media influencers.
3. SEO and Search analytics.
4. Analysing Reviews Ads referrals posted on various social media
platforms such as Facebook, LinkedIn, Instagram.

TASK 3

PRODUCT AND BRAND MANAGEMNENT

 EXIDE INDUSTRIES :-
 Exide industries limited is and Indian storage battery producing company function
under the name since 25 August 1995, who’s parent company is the Raheja
Group. Exide is the largest manufacturer of automotive and industrial lead-acid
batteries in India and fourth largest in the world. Having plant in India and Sri
Lanka and dealership across 46 countries.
  by Unknown
The brand has position itself as a very prominent and reliable
product
Author isin the market as it has been around for 70 years, thus is spends very less
percentage of it’s revenues in advertisement and promotional activities. But since
licensed
quarterly
under of year 2015/16 the company is repositioning itself by promoting and
advertising itself which as worked out in the favour of the company image
recreating and regaining the market share.
 Exide have launch various Advertising campaign with slogans such as ‘we’ll be
there’ , ‘Humse roshan Hindustan’ , ‘ I move on EXIDE India moves on
EXIDE’ etc.
 Exide also has one of the prominent figure in the world as its brand ambassador,
who is none other than the world cup winning captain of Indian cricket team
Mahendra singh Dhoni.

 AMARA RAJA BATTERIES :-

 Amara raja batteries is a subsidiary of AMARA RAJ GROUP. It the second largest
selling automotive battery brand in Indian after Exide industries. The group
announced it venture of battery production and its business in 1985 and
commenced operation in the year 2001.

 by Unknown
Amara Raja Batteries has identified energy and mobility as
strategic focus
Author is licensed areas to capitalise on. Amara Raja plans to expand lead acid
batteries
under business and establish a new energy SBU encompassing lithium cells,
EV chargers, energy storage systems etc. The company is rethinking its
positioning and is very optimistic about lead acid batteries.
 The company’s motto of ‘ Gotta be a better way’ will indicated and drives
companies main focus on ‘Energy and mobility’ going forward.
 Amara raja batteries is not only becoming one of the most prominent names in the
industry but also has a very well known Indian personality as is brand ambassador
who is none other then Indian Formula one driver Narain Karthikeyan.

 PBM Strategies and the outcome.

 Amara raja industries has been able to implement a sound PBM strategies
compare to that of EXIDE industries.
 AMARA RAJA spend more of it’s revenue on marketing and advertisement
compare to that of EXIDE which has help it in acquire more of the market share
then its competitors.
 The outcome the above strategy has paid of very well in favour of AMARA RAJA
with a 4% growth compare to previous year.

 Detail action plan of PBM for a new company

  Being a process that focuses mainly on bringing a new product to market or
developing and existing one. The idea that one should began with is that a
customer will interaction will start and end with the product’s success.
 And hence a product strategy is very important.
 Following are the steps that should followed :-
1. Target audience and the problem that the product must solve
2. Market size, Competition
3. Value proposition
4. Strategic differentiation
5. Acquisition strategy
6. Monetization and pricing
7. Key performance indicators.

TASK 4
ADVERTISEMENT

 Detail media plan:

 Whenever there is launching of new product in the market, creating buzz about it
and making it a relevant topic to talk about among people is the most important
part.
 With the help of today’s digital media buzz about a product/hype can be create
easily if the tool at our disposal are properly used such as-
1. Promoting the product/brand via social media app through it influencers is
one the most effective ways.
2. Also placing online ads on various platform such as You-tube, Twitter,
Instagram with help of google ads is also an effective way to generate
awareness among consumers.
3. Also associating your product with a corporate may also lead to being
beneficial for the product image and popularity eg:- collaboration with a
fashion designers firm, beauty product company, TV shows etc.
4. Also introducing various perks and benefits such as coupons, sweepstakes
& contests, free samples or Demonstration in public places such as mall
pop-ups, providing premium membership or exclusivity, Loyalty
programs, Trade-ins.
 One of the mode of advertising can also be digital and physical posters which
can be distribution through existing customer base and other channel such as
newspaper, online posts and ad campaigns.

FOR EXAMPLE :