Executive Summary

The main aim of internship program at the end of 1st year of MBA is to provide
the students the experience of the corporate world in which they might work in their future.

My summer internship program was with Outlook Group; one of India's biggest magazine
companies. The internship began on April 26, 2021, and ended on June 26, 2021.
For the first month, all of the students were assigned sales tasks.
This project aided in learning about Outlook's services and products. Students had the
opportunity to interact with customers in this assignment, which will enable them to
examine various opportunities and problems related with the product and build domain-
specific solutions for subsequent tasks. Following the first task, a domain-specific task was
assigned, and I finished all 5 tasks that was assigned by the Outlook group. The domain
specific tasks include B2C SALES, Customer relationship management, Digital Marketing,
Product and Brand Management, Advertisement

EFFECT OF COVID-19 ON PRINT MEDIA

Since pre-independence and post-independence times, India has had a robust print media
tradition. The Indian print media played a vital part in the independence struggle. Following
independence. The COVID-19 virus is spreading rapidly and from an economic standpoint to
distribution, the country's print industry has experienced numerous obstacles. During the
COVID-19 pandemic, some consumers are concerned about the safety of printed
publications. According to the World Health Organization (WHO), the chances of an infected
person contaminating commercial items are low, and the danger of contracting COVID-19
from a shipment that has been transported, travelled, and exposed to various conditions and
temperatures is low as well[ CITATION Dha20 \l 16393 ].

Many of the country's journalists have tested positive for the deadly COVID-19 virus. Due to
a shortage of funding media organisations have reduced production expenditures. Due to a
lack of advertising revenue[ CITATION Nia21 \l 16393 ], As a result of every organization's
focus on cost-cutting, many institutions have selected e-books, which are less expensive than
printed books. Demand for diaries, brochures, and catalogues has also fallen as many firms
have gone digital. Like all global organizations the print media has also suffered huge
financial loses.

TASK 1: B2C SALES

Objective
To attain a revenue-based sales objective of Rs.5000 over a two-week period,
TARGETED AUDIENCE
 STUDENTS
 TRAVEL ENTHUSIAST
 BUISNESS PEOPLE

APPROACHES
LEAD GENERATION

Based on the Magazine category leads were generated using sales funnel technique

Stage 1: Awareness

The “awareness” stage is the first in the sales funnel, and where the magazine category and
the need for the magazine was explained in detail to the prospect

Stage 2: Interest

After explaining the product to the prospect and made aware of the product. I emphasized the
need of the magazine at this time of hour. The main points that were focused and stressed was
the gifts for subscription, brand, and product value

Stage 3: Decision

After generating an Interest in the prospects mind I sent the company’s link and ensured the
safety of the product during this covid-19 situation that the products are properly sanitized
and also again stressed on the gifts and extended subscriptions offered by Outlook

Stage 4: Action

With the entire above step executed clearly and clearly segmented the products according to
the customers. I was able to generate Rs 15938 amount of sales revenue with 13 subscriptions
done

Segmentation
 Outlook Weekly – students and business people.
 Outlook Business- students and Business people
 Outlook Traveller- Travellers and students
 Outlook Money- students and Business people

LEARNINGS
  Making a sale, regardless of the circumstances, is entirely dependent on the
salesperson's ability to persuade the prospect and emphasising on the need for the
product
 Customers' interactions are not always pleasant; they might be aggressive and
impolite. Patience is required to continue sales pitch going.
 It's critical to show the customer how the purchase will benefit him and how he will
benefit if he makes the purchase as soon as possible.
 The approach/strategy for sales pitching is adaptable and changes depending on the
customer.
 Not all cold calling will lead to lead generation
 Not all leads can be converted into sales

TASK 2: CUSTOMER RELATIONSHIP MANAGEMENT

Objective:

 To find the loyalty programmes and strategies used for maintaining Customer Life
Cycle and reasons for using it (comparison between Outlook and its competitors)

Chosen Competitors
 Tehelka
 India Today

Strategies used to maintain customer life cycle

Outlook Tehelka India Today
Customer  Duffle Storley  Provides free Free delivery directly
Acquisition  Travelling gifts and goodies to your home or office
Bag
_
 Customer  Extended .   Discount up to
Retention Subscription.  Extended 50% for
 Free digital Subscription existing
subscription customers
to the  Discount up to  Subscription
customer who 20% for existing Coupons.
subscribes a customers
print media
magazines.
Customer Discounts offered Discounts offered at the Discounts offered at
Development after the end of end of subscription the end of subscription
subscription.
Loyalty Offers extended Offers extended Offers extended
programs subscription subscription and subscription and
discount discount

Reasons
OUTLOOK:

Outlook magazine has a strong and loyal customer base in India because of its customer
centric approach and loyalty program. Outlook takes great effort, time and money to bring
incisive and in-depth stories to the customers and the news that matters the most

TEHELKA

Tehelka magazine is best known for its investigation and sting-operations which
attracts more customers mainly the younger population.

INDIA TODAY:

India Today has prioritized customer retention over acquisition and development. This is
primarily due to the brand's exposure and it’s the leader in the market

TASK 3: DIGITAL MARKETING

Objective
  To understand the parameters and key aspects of a digital audit report

QUANTITATIVE ANALYSIS

Google analytics data

Outlook India Today

Total visits 7.67 million 90.23 million
Average visit duration 00:00:54 00:01:05
Bounce rate 76.16% 70.49%

Social Media Metrics

Outlook- There is a traffic of 5.72% to the Outlook website from the social media platform.
The contribution is as follows:

 Twitter-46.91%

 Reddit-27.06%

 Facebook-18.03%

 LinkeIn-3.37%

 Youtube-2.80%

India Today - There is a traffic of 3.76% to the Outlook website from the social media
platform. The contribution is as follows:

 Twitter-44.10%

 Reddit-18.68%%

 Facebook-24.42%

 Quora-2.42%

 Youtube-5.59%

BREAK DOWN BY CHANNEL

Organic search
Outlook India Today
Organic traffic 3,395,206/month 53,466,818/month
Organic keywords 1,119,613 3,107,563

 Outlook has five main organic competitors where outlook is placed at the 6th position

Paid search

Outlook

 Paid search traffic- 759

India Today

 Paid search traffic -380

Display advertisement

Outlook India Today

Ads 17 372
Publishers 15 598

COMPETITIVE ANALYSIS
India Today is a major competitor of Outlook because it covers all segments of the
print media industry and has established a strong brand in its niche. Customer feedback on
India Today's website interactivity and user experience has been consistent over time.
Outlook, on the other hand, despite employing targeted marketing strategies, behind India
Today in terms of website/digital presence. In terms of website activities, India Today has a
higher level of engagement in organic search, display ads.

TASK4: PRODUCT AND BRAND MANAGEMENT

Objective:
 To identify and compare the brand elements of Outlook with its competitor.

 To prepare an action plan considering the brand elements for a new company in the
same segment

Brand Elements:
 Outlook India Today
Brand positioning  Outlook magazines  India Today, India’s
have superior paper no.1 magazine
quality and the publication position
packaging is of itself as the oldest
international standard weekly magazine
 Magazine print style .
and quality is on-par
with other
international
magazines
Repositioning Outlook ensured its clients in  Despite facing
terms of on-time delivery, problems as a result
disinfected shipments, of the pandemic,
extending subscriptions, and India Today took
offers due to the pandemic proactive measures to
scenario  avoid disrupting the
distribution route and
ensured on-time
delivery to their
consumers.
.
Jingles/taglines/slogan Think beyond, Stay ahead Making sense of India
Communication strategies Outlook primarily targets The India today targets
student audiences who have a people business
keen interest about business organizations and people
and day-to-day happenings who have an keen interest in
This objective was set for buisness
Outlook-weekly, money,
Hindi, and Business.
Campaigns  Promotion of  Q&A campaigns with
Pathfinder’s second professional experts
magazine in print media
competition. industry

Brand personality  Premium quality  Variety of categories

India’s 2nd largest magazine  Oldest brand in the
segment
PBM (People Based  Customers have the  Made use of digital
Marketing) option of changing platform to meet their
their delivery address customers’ demands
by sending a letter.
.  India Today made the
 . Outlook magazine most accessible
was divided into five coverage of the
divisions, each of COVID situation by
which targeted making it the main
 students and content.
entrepreneurs.

Action Plan for a new magazine company

Magazine company name – TRUTH ONLY MATTERS

Brand positioning Wide range of magazines for

Repositioning
Jingles/taglines/slogan
Communication strategies
Campaigns
people of all walks of life.
I would have taken advantage
of the circumstances to
increase its digital presence, as
the number of people using
social media increased
dramatically during the
lockdown
One stop destination for the
future
The magazine would target
students who has an thirst for
knowledge
 Free magazine for
under privilege
students

PBM (People Based  Easy and accessible

Marketing) customer service.

TASK 5: ADVERTISEMENT

Objective:
 To prepare an action plan of advertisement strategies for Outlook’s new magazine
category- premium fashion magazine, Outlook Spurge.
 Create a poster for Outlook
Digital Media Plan Strategies

To create the optimal magazine experience, the design team will collaborate. We should have
had a smooth, user-friendly design with animation, movies, and fun ways for readers to
connect with the magazine.

Mailing lists
Send a free issue, or a series of free issues, or a direct mail piece promoting the latest
publication. In some cases, providing free subscriptions to an organization's membership
qualifies these subscriptions as auditing requests, so boosting your subscription profile.

Social Media
Use teaser information on a Facebook business page, a Twitter account, or a customer
management system to capitalize on people's eagerness to learn. Contests, quizzes, and free
subscription offers should all be included. Add "Like," "Tweet," and "Google+" buttons to
your website pages, especially those with fascinating articles that readers would want to share
with their friends.

Diversify your audience

Enhance your enterprises with complementary items and services to your magazine's brand.
Hold culinary courses, nutrition seminars, and health fairs if you have a fitness title. Start a
tournament, 5K race, or other sporting event with a registration fee and sponsorship
opportunities. Consider hosting a TV show on your local cable access channel. Consider
writing books or white papers and selling them.

Celebrity endorsements
It is hard to underestimate the potential positive effects on product sales. According to a
claim made by Business insider in Social Media Week, only one endorsement can result in a
4 percent rise in sales almost instantly. If the Outlook could identify a well-known figure who
can influence their audience, the impact would be significant. Celebrities bring instantaneous
and palpable brand value. When a celebrity signs an endorsement arrangement with a firm,
the company gains instant credibility merely because of the power of the celebrity's name.

Created an Advertisement Poster for Outlook

Plain & Simple
representation of all the
various sectors covered in
the magazines