TASK 3
PRODUCT AND BRAND MANAGEMENT
Outlook
Brand positioning  Outlook magazines
have superior paper
quality (More durable
than its competitor’s
magazine) and well
wrapped packaging.
 Magazine print style
and quality is similar
to that of international
magazines.
Repositioning Due to the pandemic scenario
and increased competition in
its segment, Outlook assured
its customers in in terms of
on time delivery, sanitized
packages, extended
subscription, and offers.
Submitted by: Hiran V J
India Today
 India Today, India’s
no.1 magazine
publication position
itself as the oldest
weekly magazine in
the India print media
industry.
 Categories covers a
wide variety of issues.
 India Today, despite
having problem due to
the pandemic crisis,
they adopted initiative
methods to avoid the
disruptive distribute
channel and assured
the on-time delivery
to their customers.
 Providing sanitized
packages and
protection gears to the
distribution channel
workers in order to
have a safe delivery
point.
 India Today also used
this situation in
gaining more
visibility in digital
side, as digital media
users where
aggressively
increasing during the

Jingles/taglines/slogan
Communication strategies
Campaigns
Brand personality
PBM (People Based
Marketing)
lockdown.
Think beyond, Stay ahead Making sense of India
With a segmentation of Like any other magazine
middle and upper middle company, India Today has a
class, Outlook mainly targets standard and a usual strategy
audience in corporates and in communicating with the
students. This target was for customers, because, since
Outlook-weekly, money, their brand is well known as
Hindi, and Business. the oldest brand in print
media industry.
 Promotion of  A multi-agency pinch
Pathfinder’s second via giving an award to
magazine Y&R
competition.  Q&A campaigns with
professional experts in
print media industry
(India Today)
 Premium quality  Variety of categories
 Oldest brand in the
segment
 Customers are given  Making the COVID
the option to change scenario as the major
the delivery address content, India Today
by dropping a mail. made the most
 East and South India reachable coverage
has the most brand about it.
visibility, so, Outlook  These covers issued
influenced more the question and
offers in North and answers asked by the
West part of the people regarding the
country. lockdown, surviving
 With five magazine during the pandemic,
categories, Outlook etc.
targeted the students  Focused on Digital
and corporate people side as the users for
in accordance with the the same increased
categories. aggressively.

Comparative analysis for PBM strategies

When comparing the PBM strategies used by Outlook and India Today, the company that
used the strategies in an efficient way was India Today. Outlook had a natural changeover in
their strategies with basic market research. They focused only on covering up with the customers
in terms of revenue. On the other hand, India Today understands the current pandemic situation,
where they done a good market search in knowing the customers preference towards digital
magazines. India Today used this opportunity in polishing its brand by focusing on digital side.
Thus, it can be concluded that India Today cleverly established and used their PBM strategies.

Brand element for a new magazine company

Company Name: Zane magazines

ACTION PLAN

Brand Positioning:
 Magazine categories cover a wide range of areas including sports, entertainment, Food
industry, vehicle industry, etc.
 Print design is unique and versatile.
 Category related events from lucky customers.
 Categories can be customized by the customer where they can edit the required section
from their personal account.

Re-positioning:
 Optimization of digital app with attractive design, and new UI in order to highlight the
company’s app in the present pandemic situation.
 Free digital subscription benefits for certain subscription to customers so that the brand is
lively in the digital magazine too.

Jingles:
Read, Read better

Communication strategies:
 Targeted audience varies for each magazine categories.
 Polite and Enjoyable contents from the editor’s side (brand itself) to differentiate from
the competition.
 Marketing Channels: email, digital, social media (Instagram & YouTube mainly
focused), etc.

Campaigns:
  Promotional campaigns by various famous authors, writers, and influencers.
 Organizing award function for authors, and honoring them. This helps good brand
visibility and standard.

Brand Personality:
 Versatile
 Unique
 Trustworthy

PBM strategies:
 Customers to have personal account in the company’s website or app, where personal
marketing is influenced.
 Customers can customize their edition categories through their account for versatile
content, however the delivery of that certain magazines might get delayed.