TITLE

Digital Audit report of outlook website

NAME: Y Sai Sharan

29075
S.NO Contents Page No.

1 1. Introduction
1.1 What is Digital Audit 1
1.2 Raheja Group 8
1.3 Product & brand management 16
1.4 Advertising 17
2 2. Methodology
2.1 Outlook magazine 18
2.2 Phases 18
2.3 Sources of Data collection 19
2.4 Research Objectives 19

3 3. Profile of the company

3.1 About Outlook 20
3.2 a. Vision 20
b. Mission 21
c. Objectives 21
3.3 Competitors 21
3.4 Tasks and targets 22
4 4. Role of sales Promotion
4.1 Brief about role 23
4.2 Learnings 23
4.3 Responsibilities 24

5 5. Data Analysis and Interpretation 25

6 6. Conclusion 28
 ABSTRACT

In this project first I have analyzed the print media industry at the initial stage. Then I have
tried to study the market with respect to Outlook Group and the various strategies it
undertakes. Studying a market leader`s strategy is very important from the angle of
understanding sales and marketing.

In the next level we were allotted different task. The first was to handle the software or the
database of the Knowledge jockey Software. Then we carried out the task of marketing and
sales followed by B2B lead generation and at the end email marketing the main objective of
this project is to understand how the CRM works in the print media sector. The analysis was
performed through structured questionnaire and unstructured interviews. The Loyalty
Program and its relationship with the repurchase rates were studied. Also, the factors which
influences the repurchase rates were studied. The study also analyzed how the print media
industry uses the IDIC framework. After the entire analysis and field study and studying
about the website of the company was provided to the company.
 Chapter 1
Introduction

1.1 what is meant by digital audit of website?

A digital audit is an assessment of all active media channels and to evaluate how effective
they are in the current campaign. Audits are useful to conduct in advance of the planning
stage of organizations strategy to build a foundation on historical performance and to
understand the available channels to include in your plan by going through this checklist, I
created a clear outline of everything that's pre-existing and a key outcome of the audit should
be a full awareness of website to their entire organization. It is important to know that this
can be used to overcome internal politics. If website is being managed by another team, if I
show the organization depth of understanding they are trying to establish for digital business
it's not to say that they need to take it away from them, it might be able to increase their
control.

Structuring of audit
The structure follows the following things
Site audit
First, I browsed the website and its current performance. This is done by the collection of
the data through primary and the secondary sources primary sources is the survey, which
was conducted, and secondary source was the google reviews about the company and the
Brand
Social and channel audit

This is identifying all the existing social media channels, where the advertisement about the
website takes place.

Access and log in details

When someone has set up their account, the email address that's linked to it is their
personal email address. They've created the password, and suddenly, they've left the
forgotten, their password and then you don't have access to those channels anymore. So,
organization need to make sure they are user friendly and they make some user friendly
setup to rest the password or they can login via OTPA which is being sent to their mobile
and they are not losing customers due to this issue .

Administrators

For the accounts of the customers, they run off an administration system instead of login
details. So, Facebook is like this, Google Analytics is like this, where you can identify
people as administrators. Again, it's important to do this because oftentimes, what happens
when you do this audit is, you realize that 10 people are still the administrators of the
Facebook page and they no longer work at the company anymore. This is also a security
concern as it would leave ex-employees with access to your accounts.

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Existing resources
The organization should muster all their resources to provide best services to the
customers and make updates to their current websites regularly to make up to date

History

When the digital audit is complete, I will be getting a good understanding of your digital
capabilities based on past campaigns, employee/agency skillsets and resources available.
When the audit is done, I can draw on learning and understand the tools and strategies
used by their websites.

2
strategies of customer life cycle

 customer acquisition: it refers to bringing or attracting new customers or basically

convincing the people to buy your products. it is a process used to attract customers
down the marketing funnel from n=brand awareness to purchase decision. The cost
or offers provided to a customer is reffered to as a customer acquisition cost. we can
acquire customers through a variety of marketing tactics and by different strategies. it
often involves a mix of marketing campaigns which include
 display advertising
 social media marketing
 search marketing
 content marketing
 affiliate marketing
 email marketing
in this company provides duffle trolley and travelling bags to their customers. it is
based on the customer subscription value. if the subscription is 8549 then the
customer will get trolley, if it is 5000 around then a travelling bag is offered to the
customer.

 customer retention: it refers to a company’s ability to turn customers into repeated

buyers and prevent them from quiting the subscription or switching to a competitor.
customer retention is different from customer acquisition. it mainly focuses on the
customers who have already subscribed or signed up for a service. these strategies
are the processes and initiatives businesses put in place to build customer loyalty and
improve customer lifetime value. it is mainly focused on the customer relationships
more than the transactions done by the customer. coming to outlook it states that it
provides extended subscription to the customers.

3
 customer development: it is a 4-step framework. taking feedback from the
customers after the utilization of the product for a while or long term and identifying
the customer needs that customers have and to develop the product based on the
customers’ feedback.
 customer discovery: understanding customers and their needs that the company
may be able to satisfy.
 customer validation: having a product that will satisfy the customer needs.
 customer creation: determine whether your product will satisfy all the
customer needs.
 company building growing the organization in order to support the demand for
the product. Outlook group company stated that the customer can subscribe
outlook at discounted price after the subscription ends.

4
competitors of outlook group:

 business today magazine: Today, the business is the largest operating fortnightly
business in India. This is the best report of trade topography of newly liberalized
India. As a wave of change in business, the economy and society like never before,
Business Today has made sure its readers have all the upgrades needed to challenge
tomorrow. It takes its readers deep to give a complete understanding of the business
world. Since its inception in 1992; It has set one benchmark after another in
business reporting. It was the first to do serious reporting on management principles.
And again, it's the first to bring in a whole new style of business journalism—more
close- knit and sharper. today, business today commands the highest circulation and
readership among all business magazines in India

a) Customer acquisition:- The latest issue of Business Today magazine carries a

cover story IT for a New World How the Information Technology industry is
looking to service a world with new rules, habits and behavior.
b) Customer retention:- Business today magazines are providing 55% off on
the subscription of magazines
c) Customer development:- Business today magazines are providing 26 print
and digital magazines in 50% discount for 1 year.

 India today magazine: India Today Group is India's most respected and diverse
media conglomerate which has built a deep legacy of trust, credibility and
appreciation since the inception of the group over four decades ago. The launch of
India Today magazine in 1975 marked the beginning of the group's journey into a
multi-brand, multi-platform and multi-vertical media conglomerate, with brands that
command unquestionable leadership across categories and over 300 million viewers,
readers and more. reach the audience. and customers. The group, through its years of
relentless focus on journalism and editorial excellence, has become the epitome of
the gold standard of journalism. It is a barometer for trust, integrity and excellence in
media across TV, publishing, digital and other platforms.

a) Customer acquisition: - India Today magazine are providing rich multimedia

content and they are giving access to paperless reading across multiple platform
.
b) Customer retention:- India Today magazine are providing 55% off on print
and digital magazine for 1 year
c) Customer development:- India Today magazine are providing 13 magazines for
3 months in 975 rupees.

 the known competitors are those who are operating in the same market
and offering same product or services. it is basically the different print
media houses with outlook competitors with on a daily basis. the future
potential competitors are those who provide different services like TOI,
NDTV however they can replace the print media. people may no longer

5
 value the print media rather they can go for watching the news video.

 known + potential competitors are those competitors who are operating

in different region and are providing the same product. Vogue is now in
India but it can come in India and adapt to the national culture and give
tough competition to the Outlook Group. Unpredictable competitors are
those who come out of the blue and poses a great amount of threat to the
operating firm.

strategies has paid dividends

a) india today magazine

 As a leader in digital news, fast news updates and 'snacky' business coverage will
appear all over the web, while the magazine will focus on its core strengths of
insight, depth and perspective. As per the new integration, Stories will first play in a
digital format, while a more detailed version will be available in the regular magazine
format. Business Today. All insights, updates and other information will be shared
across the Platform that is of importance to anyone in the service or business
industry. Changes to the magazine are introduced in the current issue - Business
Today Best CEO - which is available both online and on the stand. Speaking about
the transition to the magazine, Chairperson and Editor-in-Chief of India Today Group
Aaron Puree said, "Our presence on the web – Business Today. in -- is the fulcrum of
this change as it brings you the latest on business and economy via stories, podcasts,
videos, info graphics and slideshows making full use of the multi-media potential of
the digital platform. The magazine keeps its traditional role of knowing and
providing you greater insight, depth and perspective on all aspects of business. I hope
you enjoy the 'Digital First' Business Today in all its forms."

b) business today magazine

 BUSINESS TODAY, Fortnightly is the largest operating business in India. This is

the best report of trade topography of newly liberalized India. As a wave of change in
business, the economy and society like never before, Business Today has made sure
its readers have all the upgrades needed to challenge tomorrow. It takes its readers
deep to give a complete understanding of the business world. Since its inception in
1992, it has set one benchmark after another in business reporting. It was the first to
do serious reporting on management principles. And again, it's the first to bring a
whole new style of business journalism closer and more sharp. Today, Business
Today commands the highest circulation and readership among all business
magazines in India . To subscribe to Business Today Magazine please choose the
subscription option from the offer(s) given above by clicking on "Add to cart" or
"Buy now". After you click, you will be asked to confirm if this is a renewal order of
Business Today Magazine. In case it is renewal; we recommend you give correct
current subscription number of Business Today Magazine. If you do not remember

6
 the subscription number you may leave it blank, however this may delay the
subscription activation of Business Today Magazine.

Loyalty programs
1) Give users what they want: The first step in this process will be determining
the perks you want to offer to your users. The entire premise of a loyalty
program is based on the concept of giving your best users more than they
want, and figuring this out is the most important step in making your loyalty
program work. The best way to find out is to ask your customers what they
want. Industry research shows that for loyalty programs, most customers' basic
expectations are based on two things: discounts and superior customer service.
So instead of focusing on what you can provide (which could be a truckload of
perks), focus on what they want.

2) Keeping it consistent: Just like your website experience, your loyalty program
is a part of your customer experience, and it reflects who you are as a brand.
Your communication can become fragmented when you are using multiple
tools for different parts of the customer journey. For example, your email
retention/nurturing emails may look one way, and your referral program emails
may look quite different. To maintain consistency, you must ensure that all
these different parts integrate seamlessly with your brand design and
communication guidelines. The consistency goes one level deeper. With
different businesses offering similar products, brand value becomes the next
filter for users to choose who they give their money to. People are more
attracted to brands that share similar values and beliefs. In fact, 64% say that
this is the main reason they have a relationship with a brand. You can design
your loyalty program as a platform to further reflect your values, while offering
perks to your users. Here's a good example of how Toms did it with his Animal
Initiative and built his program around "improving lives."

3) loyalty programs, sponsored by retailers and other businesses, offer rewards,

discounts, and other special incentives as a way to attract and retain customers.
they are designed to encourage repeat business, offering people a reward for
store/brand loyalty.

4) loyalty programs benefit companies not only by developing customer loyalty

but by providing crucial information on how customers are spending and
what are the offers are most appealing.

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Task 2 Raheja group

the directors of the company, presenting the thirteen annual report on the business and
operations of the company and the revenue account, the profit and loss account, the statements of
receipts and payments account for the financial year ended 31st march 2020, the balance sheet as
at 31st march 2020.
 audit report of raheja group

 OPBDITA: Operating Profit before Depreciation, Interest, Taxes and

Amortisation; PAT: Profit after Tax; RoCE: Return on Capital Employed; TNW:
Tangible

 Net worth; ROCE: PBIT/Avg (Total Debt + Tangible Net-Worth + Deferred Tax
Liability - Capital Work - in Progress); Source: Financial statements of OPIPL;

 ICRA research.

 Status of non-cooperation with previous CRA: None

 Any other information: None

 Rating history for last three years

1.2 SWOT analysis

 strengths
 group has stability of performance over the years.
 they are one of the pioneers in organized retail industry in India.
 group expanding its chains across the country.
 large spread retail format with anchor stores in anchor malls.
 it has popular retail brands like Shoppers stop, Hypercity etc,under its portfolio.

 weakness
 the brand is dominant in urban India cities and Limited Global presence.
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 strong competition from India and foreign players would mean Limited market share.

9
  opportunites
 evolving customer preference could be opportunity to grow in retail.
 economies of scale as group provides everything to everyone.
 there is large premium target group market available globally which is ready to
spend on quality.
 threats
 Large competition from domestic players.
 Evolving unorganized detail sector in India.
 Consumers look out for brand quality in today’s era.
 Rising real estate prices is biggest threat to organized retail sector.

competitors of raheja group

Raheja group Piramal Group

Raheja group is a property developer in India
with interests in commercial and residential
projects, malls and hospitality across cities in
India.
Headquarters lies in Saket, New Delhi.
Some other industries in which the rajan
raheja group interests include the cable TV.
It is also involved in broadband
internet service sector with hathway
cables and datacom ltd.
Piramal group is a Indian, multinational
corporation, founded and headquarterd in
Mumbai, India.
It is a global business conglomerate with
interest in real estate.
Piramal group is diversified global business
conglomerate.
It is involved in various sectors like drug
discovery, life sciences, healthcare
information management.

10
Domain Overview
Raheja Group

Piramal Group

Organic and paid traffic trend

11
Raheja group

Piramal group

Organic search
Raheja group

12
Piramal Group

Organic competitors
Raheja

13
Piramal

14
Traffic analytics

Backlinks and domain competitor

15
Backlinks

Backlink types
Raheja

16
Piramal

Task 3 product and brand management

1) Build depper relationships: Media companies are playing a vital role in
influencing consumers on the way to purchase. But the print media has a privileged
relationship with its readers, who trust the content of the publication and value its
credibility. The decision to purchase often begins with that relationship, whether it
is with a print publication or with other targeted media such as cable networks and
Web sites. In many categories, such as bridal magazines, fashion magazines, and
shelter titles, ads are valuable consumer material in their own right, depending on
the context in which they appear. Newspapers are also bundles of interest areas such
as politics, entertainment, technology, auto, food, wine and travel. Indeed, the
quality of the branded environment of media companies around targeted interest
areas is what makes print media valuable to advertisers. Beyond the environmental
value to branding, print media also drives significant traffic to marketers' own Web
sites.
2) Tap new revenue systems: The bulk of digital revenue for media companies will
continue to come from advertising and sponsorships over the next few years. But
maximizing revenue per name will play an increasingly important role in building
revenue streams and faster total income growth. Just as in print today, where media
companies strike a balance between readers paying for content directly and
marketers subsidizing access to it, media companies can continue to pursue both
sources of revenue in the digital space, assuming Given that there are limits to the
size of the audience they can generate if they charge consumers for the content.
They are not faced with all the choices between ad-supported and paid content
models, provided they segment their content in a way that entices consumers to
pay

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 for some of it.
3) Reinvent the content model: Raising revenue beyond the traditional advertising
and circulation model is only part of the profit equation for print media companies.
They also need to reduce their costs dramatically. Many newspapers and
magazines have already started doing this, but much more aggressive action is
needed. One or two rounds of 10 or 20 percent annual cost reduction is not enough
to offset the advertising decline of the past few years, especially since the decline
in print advertising is likely to continue even after the recession. More targeted
action is necessary that changes their approach to content development.
4) Innovate with new products and pricing: The emergence of the iPhone and Kindle
has sparked a new round of discussion about how print players should be
rejuvenating their business models. While it's not clear how these new platforms
will impact the print industry, they clearly have to meet two key requirements
online: convenience and more flexible pricing. Here again, innovation will be
strengthened by unbundling the content offering and super-serving targeted interest
areas. Creating these interest areas means not only providing similar content in new
formats, but also using applications that work online, mobile, and with other new
devices to help consumers pay for or use their content. increase the desire to
register. Combining content and applications is at the heart of digital innovation,
seen in applications such as search, social media, video players, recommendation
engines, personalization, comparison shopping, photo sharing and personal finance
tools.

Task 4 advertisement
1) Local print advertisements: Many industry-leading brands make a lot of
investment in local print ads. Wise use of targeted, hyperlocal advertising can be a
powerful way to achieve high expectations and high prices. In your local ads, try
adding a bit of local flavor including location-specific messages and photos.
Recent data shows that 74% of consumers respond to a specific message.
2) Mailers: A direct mail campaign is a great way to reach prospects and customers.
Getting something by mail is a surefire way to get someone's attention. The plot to
make this episode stand out from all the "junk emails." Try to include other
attractive building materials including bold text, quality photos, eye-catching colors,
and more. Many of the most effective pieces of direct mail focus on providing value
to customers with coupon codes. To take it a step further, consider inserting a
calling gift card.
3) Pamphlets: A simple pamphlet is a tried and tested way to attract prospects and
customers quickly. In many cases, the pamphlet conveys important, always green
information. Additionally, a pamphlet can be easily placed in the back pocket, bag,
or backpack. When combined with the relevant message, the brochure is one of the
easiest and most informative print pieces available to consumers. In this example,
a real estate company used a pamphlet to communicate important requirements for
property approval.

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 Chapter 2
Methodology

2.1 outlook magazine

 change in customer perception towards the print media industry with the advent of
the digital media
 Many researchers have identified or influenced the marketing process by
describing effective and efficient ways to promote their products.
 Consumers prefer to buy those products and products approved by celebrities
for emotional reasons.
 its demonstration that marketing by the organization was an effective and
efficient way to build links between products and products, advertised in
newspapers, billboards, the Internet and many other sources.
 In today's world, most local and international organizations can use social media
and print advertising to sell their products, products or services.
 This print ad connects you all to one network, where most important information
and data can be easily shared on a social network.
 is used to evaluate its features, information about products, products and services,
and the ability to predict the outcome of the whole world
 In recent years, facebook has become one of the smartest social media marketing
platforms where millions of people are linked around the world, the majority of
companies or organizational groups are also connected to facebook (Giles, 2001).
They play the role of their products, products and advertised services with the help
of visual marketing marketing, in relation to the social media marketing website
services A lot of research has already been done.
2.2 phases
 Product Training and Knowledge This means looking at all the Indian group
magazines in detail. Knowing how one magazine differs from another, depending on
features, customer identification, readings, and distribution. As such, viewing is a
print media; we know something about how print media works, how its cost plays an
effective role in marketing and advertising.
 lead generation They develop their product and introduce them to new marketing
tools and strategies adopted by the sales and promotional team of the viewing
team. List of customers interested in the promotion. Customers eventually close
the agreement on a positive note.
 Questionnaire survey The study was conducted to identify current market trends
in each category and to analyze competitive products in that particular category.

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2.3 sources of data collection
The study is based on both main data and secondary data.

primary data: The research was conducted on a questionnaire, which was presented to a
wide range of individuals and was completed in consultation with different age groups,
gender and occupation.
secondary data: in view of all studies, secondary data was collected on various websites and
research papers. Source of data collection to view key data collected in questionnaire. the
main data comes from the researcher for a specific purpose to address the immediate
problem.
Research Design: The method to be used can be Design Design.
sampling methods: there are two ways to select samples from people:
non probability sampiling
probability sampling: in this study, I used the first method namely Non Probability
Sampling, due to time constraints and to collect as much information as possible.
sampling technique: initially, it was a draft preparation keeping in mind the purpose of the
research. a study was conducted to determine the accuracy of the questionnaire. The final
questionnaire came only after some important changes were made. therefore my sampling
was simply simple which is a kind of Non probability sampling
sampling unit: respondents who were asked to complete the questionnaire are part of the
sample. these contain people from various backgrounds in India.
sample size: sample size was limited to only 105, consisting mainly of people from various
regions of India.
questionnaire: a list of scheduled questions will be developed and customer preferences will
be determined using the research method and viewing process.
2.4 research objectives
 To find if the magazine content and physical design of the magazineaffects the
purchase decision.
 To find if the loyalty programmes affects the repurchase rate.
 To find how the print media industry utilizes the IDIC framework forCustomer
Relationship Management.
 To find out all the factors which influences the repurchase rate.

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 Chapter 3
Profile Of Company

3.1 Outlook group

about outlook

 Outlook Publishing (India) private limited is an unregistered private company

launched on April 23, 1992. Outlook is a weekly English and Hindi interest
magazine published in India. is classified as a limited private company and is based
in Mumbai, Maharashtra. Approved allocation is INR 132.50 Cr. and the total fee is
INR 101.13 Cr.
 Publishing revenue (India) operating rate is INR 1 Cr- 100 Cr for the financial year
ending 31 March, 2020. EBITDA decreased by 56.28% over the previous year. At
the same time, its remarkable book increased by 11.53%.
 25 years in business since 1996.
 national headquarters in Delhi.
 regional headquarter in Kolkata, Mumbai, Bangalore, Delhi.
 editor: Ruben Banerjee
 head office: AB-10, Safdarjung Enclave, New Delhi- 110 029, India.
 customer care helpline: 011-71280433 / 71280462
 E-mail: outlook@outlookindia.com
 for editorial queries: edit@outlookindia.com
 for subscriptionhelpline:yourhelpline@outlookindia.com
 company size: 201-500 employees1,522 on LinkedIn
 EDITOR-IN-CHIEF: Ruben Banerjee
 MANAGING EDITOR: Sunil Menon
 EXECUTIVE EDITOR: Satish Padmanabhan
 FOREIGN EDITOR: Seema Guha
 POLITICAL EDITOR: Bhavna Vij-Aurora SENIOR EDITOR: Giridhar Jha
 CHIEF EXECUTIVE OFFICER: Indranil Roy
 PUBLISHER: Sandip Kumar Ghosh
 SENIOR VICE PRESIDENT: Meenakshie Akash
 VICE PRESIDENTS: Shrutika Dewan, Diwan Singh Bisht
 GENERAL MANAGERS: Debabani Tagore, Kabir Khattar (Corp),
Sasidharan Kollery, Shashank Dixit, Shailender Vohra
 Heading HR: Sasidharan Kollery
 Finance: Andrea Dore
 Marketing: Shrutika Dewan
 Operations and R&D: DR Ravindra Vikram

 The last reported meeting of the Outlook Publishing (India) Private Limited AGM
(Annual General Meeting), according to our records, was held on December 30,
2020.

21
 Also, according to our records, its final balance was adjusted for the period ending
March 31, 2020.

 Corporate House: Rahan Raheja Group.

a) manufacturing companies

b) media companies

3.2 a) vision
 to leverage our unique combination of packaging capabilities to reduce complexity
for brand owners.
b) mission
 to anticipate customer needs, deliver innovative products and provide exceptional
services. by managing risk with a proven onboarding process. with secure project
management. through market and technology insights.
 employ cost effective processes and thereby create a strong organization.
 develop mutually beneficial relationships with our business partners.

c) objectives
 to leverage teamwork, to value integrity, to demonstrate excellence, to invest
in relationships, and they are accountable.
 to identify the factors which motivates reader to purchase a magazine. to find the
monthly budget of readers for their favorite magazine.

3.3 competitors
 money today
 business today
 travel today
 india today

targeted customers
 individual
 households
 corporate offices
 multinational organisations
 business houses(stock markets)
 top college (B school professors and students)

interaction with customers

through digital marketing via whatsapp, instagram, facebook to attract and gasp attention of
customers.
planning and implementation
note down some contacts, those who are magazine readers and corporate employees.
then started contacting my friends & family members for selling the products using
whatsapp, Facebook, Instagram convincing people to purchase products keep in view
the use of the product
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3.4 tasks and targets
 task one was to sale magazines for 2 weeks all around the circles and generating
the leads.
 target was to make 15000 sales and earn points around 60.
 I have tried reaching in the following way.
1. sale of 549 of Hindi fortnightly for 1 year plan.
2. sale of 549 of hindi fortnightly for 1 year plan.
3. sale of 549 of hindi fortnightly for 1 year plan.
4. sale of 1099 of outlook traveller magazine for 1 year plan.
5. sale of 2299 of outlook weekly magazine for 1 year plan.

 schedule to meet the pending target is

 trying to reach people who where followed up before and convincing them.
 creating awareness and use of the product.
 convince them by giving them extra discount, no delivery charges etc.

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 Chapter 4
Role of sales promotion, point of purchase and advertising

4.1 brief about the role

On the first day we were first given access to the knowledge jockey account and we
generated our code or the link through which the sales should be made.

We were given a brief overview of how the internship will turn out to be and
thetasks that needs to be performed during the course. The immediate task that
would be started was the sales task.

We were given a brief overview of all the magazine and which magazine targeted
which segment and so on. We were told benefits of the product we would be
sellingand were taught a few pitch or way that we should belonging about. We
were taught the benefits a prospect will be getting if they purchase from the interns,
the various promotional schemes and how Outlook is different from its
competitors.
knowledge jockey

Knowledge Jockey is used to track the sales conversion and lead generations which
takes place. It provides details of the successful and unsuccessful conversions. It
also is automated with gemstone crm software and it send automated email to the
prospects of the unsuccessful subscription. All the managers in Outlook and the
interns working has a Kj Account. The account has all the details of the employee
working and his sales figure. It also calculates the incentive that the employee will
be receiving from the sales he makes. This software is very useful from the prospect
of the employee because it keeps the record of all the activities performed by him.

4.2 major learnings

 no matter what the situation is, making sales depends totally on the
convincing power of the sales person.
 Going after any leads given doesn’t necessarily gets converted into a sale.
 Apart from purchasing power and interest of the customer, the prevailing economic

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 times also plays a vital role in determining a purchase
 It is very important to convey to the customer how the purchase will create value for
him and the benefits he will earn if he makes the purchase at th earliest.
 The positioning of the company in the mind of the customer plays a role
in determining sale.
 Not all we approach for making a sale will talk decently, but we should be
polite enough and handle them with patience.
 Achieving the first sale may be a time-consuming matter and may require a change
in strategy.

Achieving the sales target given by the company, a sales promotion is a marketing strategy
where a business will conduct short term campaigns to develop interest and create demand
for the product or service offered by the company. there are different types of sales
promotion advertising, sales promotion, personal selling , publicity. Advertising is nothing
but promoting the product or marketing the product to atmost level so that people may attract
and purchase the product or the services by the outlook brand. personal selling is nothing but
through our contacts selling the product or the service to our friends or colleagues. different
techniques to attract the customers used y outlook are, on purchase of 8000 around the
company offers a trolley bag to the customer who ever subscribed to the outlook magazine, if
the customer has subscribed to 5000 subscription then the outlook company offers travelling
bag to the subscriber, and different loyalty programs are conducted for the customers, so that
loyal relationship is built in between the customer and the company. discount offers are
provided to the customers for the subscriptions, which is starting from 1000rupees around.
knowing print can help with brand perception is only half the battle, the other half is ensuring
each print campaign is effective and offers a healthy ROI. Print’s ability to increase
consumer brand recall, recognition, awareness, favourability and the intent to purchase can
be helped along by a few key factors.
4.3 responsibilities
 Focus on creating experience in target audience Brand perception is owned by the
consumers, not by the brands. Brand perception is owned by the consumers, not by
the brands.
 The Digital media is essentially a combination of most media forms existing
anywhere in the world. It is highly interactive. The impact of digital media
brought about a technological revolution.
 The Digital media is essentially a combination of most media forms existing
anywhere in the world. It is highly interactive. The impact of digital media
brought about a technological revolution.
 It is analysed that the number of subscribed users to English Digital news is much
greater than Regional Digital news. 66.7% users are preferring English news,
while 33.3% users prefer Regional news.

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 Chapter 5
Review of literature
Story posted: March 30, 2010 - 6:01 am EDT Chicago—Digital magazine readers view the
format as more engaging than traditional Web sites and are more likely to click on digital
magazine ads than banner ads, according to a new study by Josh Gordon, founder of Smarter
Media Sales. The study was funded by a digital magazine, VIVmag, and NXTBook, a producer
of digital magazine software. In an interview, Gordon said he didn't focus the study on digital
replica magazines, which are faithful reproductions of print products and which he views as
largely having failed as advertising vehicles. Instead, he queried the readers of eight digital
magazines that are taking advantage of the interactivity offered by the Web and supplying
readers with video, slide shows and Flash animation. Of his study, Gordon wrote: “It is the first
ever to be done on interactive digital magazines that are successfully selling advertising, with
no digital replicas of print magazines included. It is also the first study to compare reader use
of interactive digital magazines to other online media.” Surveying the readers of the eight
magazines, which included , Grand, PoPSci Genius Guide and Premier Guitar, Gordon
obtained 5,612 completed online questionnaires in late 2009. Seventy percent of survey
respondents said they were more likely to ignore Web site banner ads than ads in their digital
magazine. Similarly, 82% said they were more “engaged” with their digital magazine than with
Web sites covering the same topic. Gordon said digital magazines are poised to become more
important because of their apparent compatibility with e-readers such as the Kindle and iPad.

Digitalization in accounting impacts of Robotic Process Automation in

accounting with a particular outlook on the Accountant's role

New digital technologies in organizations became mandatory. Many publications in renowned

scientific journals and consulting firms' research highlight the prominence of Robotic Process
Automation (RPA) and its impact in the Finance and Accounting area. Apart from many
optimistic and pessimistic outlooks on the effects of RPA in Accounting, this research aims to
collect from the perspective of various professionals and specialists working with this tool in
the Accounting area: the impacts of RPA in Accounting with a particular outlook on the
Accountant’s role. Design/Methodology/approach: It is an exploratory study with a qualitative
approach for data collection, based on semi-structured interviews, using the socio-technical
lens. The outcome is a report looking for patterns, challenges, ideas, hypotheses on the
Accounting professionals' role changes by RPA, captured from experts' perspectives working
directly with this tool. Value: The results offer valuable information for organizations and
executives to review Accountant professionals' profiles and skills. It can also evaluate their
career development plans and reevaluate their job descriptions. Additionally, it can provide
insights for Accounting universities departments to review their graduation curriculum
matching the market needs with suitable skill sets. As the last contribution, this paper would
like to contribute by bringing insights to companies on how to proceed and succeed with RPA
implementation. Findings: As a conclusion of this thesis, RPA did not change the role of the
Accountants; however, it has impacted the Accounting team skills requirements by migrating
the Accounting team into a more hybrid profile, and it has evidenced that many Accountants
were doing nonAccounting jobs, spending their time on non-value-added tasks instead of
using their skills analyzing data and helping businesses to achieve their goals. RPA is also
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accentuating the need for digital skillsets for Accountant professionals. Besides soft and hard
skills, digital skills such as technology fluency became compulsory.

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 Chapter 6
Data analysis and interpretation

Research Methodology
• The data was collected from google survey form
• This is the primary data which I have collected
• For secondary data I have referred articles
• These are the conclusions from the primary data

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 Chapter 7
Conclusion

6.1 implementing change in the organization

Any organization that desires to implement the change in an efficient manner should consider
the transition of the system or state into the specified future state there by maximizing the
resources and minimizing cost at an equivalent time, making sure its success.
 Outlook should try to improve its customer care services because many a times it so
happens that customer complaints or requests goes unanswered.
 Have better presence on the social media platforms.
 Reconsider the loyalty program to increase customer development.
 Should reconsider its logistics partner and aim for better distribution partners.
 Launch new magazines in sectors untouched like dedicated magazines for
fashion, lifestyle, sports and technology.
 Upgrade its promotion policy as it has remained same for quite some time.
 Provide services like blogging to increase customer interaction.
 Sponsor more college event to enhance its visibility by buzz marketing.

6.2 scope for future improvements

 There are lot of scope of improvement for the organization as mentioned in
the implementing change in the organization.
 Undertaking those will help to enhance the customer satisfaction and will also help
to reduce the major problem that is churning rate.
 Interaction with the customers should be increased to enhance the customer
relationship management.

6.3 conclusion

Findings:
The website of the outlook is not functioning up to the mark as the software is of older version its
reviews is very just satisfactory in southern part of the country there is hardly any customer base as the
magazine is concern but in northern part of the country the base of the customers is very high but they
need to improve their website and customer care services they might end up losing their customer base
if this continues to happen .

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