A REPORT

ON

A STUDY ON CRM, ROLE OF E-COMMERCE AND RELATED MARKETING

STRATEGIES WITH RESPECT TO MAGNIK INDIA

By

Sreya Satpathy

(20BSP2498)

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 A STUDY ON CRM, ROLE OF E-COMMERCE AND RELATED MARKETING
STRATEGIES WITH RESPECT TO MAGNIK INDIA.

By

Sreya Satpathy (20BSP2498)

Magnik India

A report submitted in partial fulfilment of the requirements of PGPM Programof IBS Mumbai.

Date of submission: 24rth May

Faculty Guide:

Amarjeet Patpatia (Dean & Placement Coordinator, IBS Mumbai)

Company Guide:

Mr Sameer Rai (Marketing Manager, Magnik India)

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 AUTHORIZATION

Date: 24 May 2021

TO WHOMSOEVER IT MAY CONCERN

This is to certify that, project report on “A study on CRM, role of e-commerce and related marketing strategi
I hereby authorise that all the information collected and data implemented in a presentable format are solely

thirteen weeks. All the contents present in the report are a detailed expression of the same.

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 ACKNOWLEDGEMENT

I express my heartfelt gratitude to the management of Magnik India for providing me this
fantastic opportunity as a part of my Summer Internship Programme to have a glimpse of
the Corporate World.

I take this opportunity to thank Mr Amarjeet Patpatia (Dean & Placement Coordinator,
IBS Mumbai) who has always been there to support me despite of the busy schedule and
answer all my queries when in times of distress and did constant supervision for providing
necessary feedbacks which helped me steer in the right direction. He has been a constant
motivator and a good mentor who not only helped with the SIP tasks & reports but also
helped us built our interpersonal and communication skills.

The program has been a great learning experience and I would like to thank Mr Sameer Rai
(Senior Marketing Manager, Magnik India) for assigning the project and helping me in
every step possible. His valuable contribution and guidance have certainly been
indispensable for my project work. I would also want to thank all the other employees
responsible and helped me for making this project successful.

Last but not least, I feel indebted to every person associated directly or indirectly in the
successful completion of this project.

Signature

(Faculty Guide)

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 Table of Contents

PART 1

Authorization 3

Acknowledgement 4

Executive Summary 7

I. Introduction

 Newspaper and Magazine Industry in India 10

 How COVID impacted Newspaper & Magazine Industry 11

II. About MAGNIK INDIA

 Mission and Vision 12

 Product Portfolio 12

 Name of products 13

III. SWOT Analysis 15

IV. Porters five forces 16

V. Pestle Analysis 19

VI. Progress of the project 21

VII. Terminologies 23

VIII. Market Segmentation 25

PART 2

IX. New Product Development 28

 Product Details 29
 Target Customers 30
 Competitive Analysis 32

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  Marketing Mix 34
 Marketing Strategies 36

X. Learnings and Roles 37

XI. Limitations 37

XII. Conclusion 38

XIII. Recommendations 38

XIV. References 39

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 EXECUTIVE SUMMARY

Student Name Sreya Satpathy

Enrolment No. 20BSP2498
Organization’s name Magnik India
Organization Address C56/12 sector 62 Noida
Organization Sector Newspaper and Magazine Industry

Title of the SIP Report:

A study on CRM, Role of E-Commerce and related marketing strategies with respect to Magnik
India.

Objective

To actively participate in product sales & marketing and apply the sales funnel strategy in
generating leads for the business by interacting with possible new partners using the B2B or
B2C channels.

 Creating brand awareness through various social media channels.

 Perform secondary research and design strategy based on the marketing and sales
experienced in tasks before and design some concepts on how to improve the brand
image all across the world.

 To understand consumer behavior and customer interaction. To understand the factors

affecting customer experience

 To perform a detailed analysis of the brand and formulate effective strategies for the
brand to improve customer touchpoints, and to come up with long term strategic
implications to create a competitive advantage and also identifying new opportunities
for business development in the healthy snacks market

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Background:
This internship majorly focuses on detailed analysis and understanding customer
expectations, and improving customer journey as well as customer experience for the
company which increases customer satisfaction, loyalty, improves customer retention and
conversion rate with the long-term strategies.

Methodology:
The company asked me to perform different tasks which were:
1) Carry out proper segmenting, targeting and positioning strategies in order to generate
lead and convert them where the minimum target was 15,000.
2) I was asked to make a List of 20 companies in 10 days whose data may be used by
Magnik India in future. Companies selected could be from the following sectors such
as Education, Pharma, IT, Media, Hospitality, private libraries Production (FMCG &
FMCD) etc.
3) Usage of Digital Marketing to increase brand awareness and product placement all
over India.
4) Making a list of companies which Magnik India may collaborate with to promote its
magazines.

Findings:

 Perception of customers related to our brand

 The impact of positive Customer Experience helps in creating long term goals for
the brand
 Factors to consider while curating Customer experience and customer journey
strategy.
 Perception of people who prefer reading magazines & newspapers online or in print

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 versions.

Conclusion:

The Summer Internship Project is helping me to gain practical knowledge of the newspaper and
magazine industry, specifically on e-commerce platforms, understanding of customer behavior,
journey, and role and importance of customer experience in business’s long-term success.

Recommendations:
 The company can increase its ad expenses and drive traffic through their various
channels to e-commerce and can retain more customers through great email
campaigns and follow- ups and can improve the personalization experience for the
customers.

 Marketing plans should be more properly planned and executed.

 To start the Training and development process for employees to improve

performance.

Limitations:

 Due to the current situation of COVID-19, restriction to meet people and understand
their perception regarding reading of magazines & newspaper online and customer
experience and limited accessibility to the company’s customer data lead to struggle
while formulating strategies.
 Due to availability in only 2 languages, local publications and magazines have become
our biggest market competitors in regions like Maharashtra, West Bengal, Odisha, and
Punjab where local languages are more preferred.

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 INTRODUCTION

Newspaper and magazine industries in India

Print Media is more than a century old and a well-established industry. The print
industry mainly comprises of newspapers and magazine publishing. India has been one of the
fastest growing world economies since the past many years. The revenue sources for a
magazine are subscription, single copy sales and advertisement. India has 49,000
publications, but annual revenues total just $1.1 billion. Most of them lack technology,
marketing, and capital to grow which has resulted in a handful of publications. In fiscal year
2020, the revenuegenerated from India's newspaper industry amounted to over 295 billion
Indianrupees, whereas the revenue generated from magazine industry was about 10 billion
rupees. Overall, the print industry in the country declined by over eight percent in fiscal year
2020 compared to the previous fiscal year.

Some of the major challenges faced by newspaper and magazine industry are as follows:

 Reduced Revenue: People usually prefer for free content and they look for digital
magazines which are comparatively cheaper due to which it prevents any earning
going to the print newspaper/magazine industry.

 Online competition: Now a days trending news are most likely to be firstavailable on
Twitter or Instagram and people tend to be active on social networking sites. It
causes a big problem for the magazine/ newspaper industry to keep up with the
latest or the trending news.

 Quality in Print Content: People have a demand for high quality print content and
hence it becomes a big burden for this industry to cope up to the expectations of
people and deliver high quality printed paper in affordable price.

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  Additional Issues: Apart from the above this industry has to look after consolidation
of distributors, retailers and suppliers, dependency on advertising revenue that
leaves a small room for negotiation at the last.

How COVID impacted Newspaper & Magazine Industry?

 The Indian print media sector has been one of the most adversely affectedsectors due
to Covid-19. With a significant decline in readership and a serious disruption in
circulation of newspapers and magazines, different media houses are forced to take
extreme steps from slitting the number of pages and shutting down their editions to
layoffs, salary cuts etc.

 This crisis has affected even top players like The Times Group, The Indian Express
Group and Hindustan Times Media Limited etc. According to the news some
newspapers halted their subscription since the lockdown began. Eight to ten months
after the delivery began again, PDF version of newspaper, magazines are still being
emailed free to somepresumed readers across India.

 The result of the Covid-19 disruption was so horrible that major print media players
witnessed a hefty revenue decline of over 67% year on year, according to a
September 2020 analysis by the firm India Ratings and Research. This was the
outcome of a 76% drop in advertisement revenue and a 32% drop in circulation
revenue.

 While on the other side digital subscription of Magazines & Newspaper boosted up
because people preferred to read online and not take risk with print editi

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 ABOUT MAGNIK INDIA

Mission and Vision:

The aim of the company is to make the shopping experience of the customers convenient and
easy. Its website is specially designed for access through your favourite mobile / tablet. This
makes transacting through mobile as easy as it is on a PC.

Product Portfolio:
 Magazines (print and digital edition)

 Newspapers (print and digital edition)

 Books

 Blogs

MAGNIK INDIA is India’s leading Magazine, Newspaper and Journal subscription on-line store.
We offer one of the most comprehensive collections of magazines and journals. Tenhard
India, being the parent company. Found by Parul Puri in 2020, they have successfully sold in
the excess of ten thousand subscriptions across the country, exceeding the growth rate of
30%.

Who we target?

Customer base spreads the length and breadth of the country including Indian Army units,
Libraries, Schools, Colleges, Universities, Hotels, Resorts, Hospitals, Labs, Doctors, Govt.
Institutions and many more. Magnik India partner directly with publishers to get you the best
deals and special offers, also provide customized solutions for corporates and institutions, like
bulk ordering, branded covers, cover-on-cover, bulk gifting, and special discount offers.
Company’s unique and secures subscription sales and management platform, not only
provides a single-window subscription ordering facility but also caters to the need of
managing these subscriptions year on year. The built-in renewal management ensures timely
renewals without any breaks.

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Magnik India’s aim is to make customers shopping experience convenient and easy. The
website is specially designed for access through your favorite mobile/ tablet. This
makes transacting through mobile as easy as it is on a PC.

Name of the products:

• Agriculture World
• Arogyadham
• Autocar India
• Autocar Professional
• Bike India Magazine
• Business Today
• Car India Magazine
• CIO & LEADER
• Civil Services Times
• Health Vision
• Ideal Home And Garden Magazine
• India Today (Hindi/English)
• IndiaMix
• IT-NEXT
• Krishi Jagran
• Mother and Baby Magazine
• PrintWeek India
• Reader’s Digest
• Robinage Newspaper
• Smart Photography Magazine
• Stuff India
• T3 India
• Teacher Plus
• Textile Value Chain
• The Caravan

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• Vydyaloka
• What HI-FI ?
• Woman’s Era

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SWOT Analysis
SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. A SWOT analysis is an
incredibly simple, yet powerful tool to help you develop your business strategy, whether you’re
building a start-up or guiding an existing company.
STRENGTH
 Wide range of products.
 Lucrative offers and
subscription prices.
 Strong distribution channel
 One subscription can be used in
4 devices simultaneously.
 Easy access of website.
 Product differentiation when compared to
othercompeting products
OPPORTUNITY
 Magnik India can expand toother
sectors like health, science,
automobiles etc.
 Can provide their own device for
dedicated readers with an affordable
price of subscription.
 More variants can help enhance
brand image
 Brand recall can be enhanced by
further strengthening the advertising
campaigns.
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WEAKNESS
 Billing issues
 Availability of only 2 languages.
 Delivery time is ¾ weeks.
 Unable to capture the market.
 Exchange copies take longertime to
deliver.
 Limited start-up costs.
 Small team size.
 Product availability is not up to the mark
THREAT
 Rise of digital medium in COVID19
affects the sales ofPrint format.
 Competition from free Internetsources
 Changing preferences of people from
digital to print media.
 Entry of well-known brands like
Outlook, Forbes which comparatively
have a big brand image.
 PORTER’S FIVE FORCE MODEL

Porter's Five Forces is a model that identifies and analyses five competitive forces that shape
every industry and helps determine its weaknesses and strength. Porter's model can be applied
to any segment of the economy to understand the level of competition within the industry and
enhance a company's long-term profitability

1. Potential of new entrants into the industry: It isn’t hard to set a new magazine.
On doing a bit of research I got to know that in an article it is mentioned; eight-month
budget of $20,000, a subsequent 5-6 month budget of $60,000 and a final 24-36
months at $40,000, Dan Wiesner aggregated a list of 50,000 names and ended with a
circulation of 40,000. So in three/four years and a relatively small amount of money, a
competitor can be up which is running and profitable. So we can say that the threat is

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 more for smaller magazine publishers and the larger publishers have less to worry
about new entrants. Moreover their concern lies with the existing competitors.

2. The threat of substitute products or services: The internet is loaded with

subscriber loyalty and offers advertisers a cheap, trackable marketing channel. With the
iPad, magazine publishers are able to offer better services to advertisers, but the
pressure for results-based marketing will be huge, especially in the age of internet.
Online advertising can reach various micro-audiences in different geographic locations
with different keywords, but creating a mass consumer psychology around certain
products requires more efforts. The number of competitors in the magazine space
destroys this advantage, so it is suggested that publishers work hard to focus on
content, context and their audience.

3. The bargaining power of customers (buyers) : Subscribers have some bargaining

power to magazine publishers as great deal of content is now located online for free of
cost. Because prices are low, and consumers still crave a total, branded experience from
certain magazines, it will be more important for magazines to keep their core focus
rather than becoming generalist providers of content. the challenge is to convince
advertisers that a fully-branded, contextual, mass-market experience for their
prospects is a necessity as well.

4. The bargaining power of suppliers: Suppliers to the magazine publishing business

have very little power. Printers and journalists all compete for the same business.
However, some personalities can exert a greater influence over content, like Oprah
Winfrey or Rachael Ray. Celebrity-focused publications will lack some of this advantage.

5. The intensity of competitive rivalry : Competition in the industry can be fierce,

especially within growing segments like food and health. But any competition will differ

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 among brand-positioning models. For example, a niche publisher with a strong core
focus will face less intense competition than a broad consumer magazine without such
focus. The customers always have a wide choice of brands and the switching cost is
always minimum or negligible.

There will be only a slight difference in the quality of brands. So, the competition is
fierce in theindustry to attract customers and retain them.

Overall assessment
The magazine publishing business certainly faces some strong challenges in terms of
substitution and competitive rivalry. But with a strategy focused on leveraging core and
improving brand image help to mitigate weakness on both these fronts. Some large, multi-
brand publishers will do this well, organizing their magazines around core messages and
audiences. Some will do it poorly and less profitably which leads to a problem later on.

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PESTEL Analysis

PESTEL stands for - Political, Economic, Social, Technological, Environmental& Legal factors
that impact the macro environment of Magnik India. PESTEL analysis provides great detail
about operating challenges. The Magnik India Company will face in prevalent macro
environment other than competitive forces.

1. Political Factors: Company is operating in Publishing – Newspapers & Magazines in

many parts of country and exposes itself to different types of political environment
and political system risks. Magnik India can closely analyze the following factors
before entering or investing in a certain market-

 Political stability and importance of Publishing - Newspapers &Magazine

sector in the country's economy.
 Taxation - tax rates and incentives
 Level of corruption - especially levels of regulation in Services sector.
 Work week regulations in Publishing – Newspapers & Magazines.

2. Economic Factors: The Macro environment factors such as – inflation rate,

savings rate, interest rate, foreign exchange rate and economic cycle determinethe
aggregate demand and aggregate investment in an economy. The factors which
should be considered are:
 Infrastructure quality in Publishing - Newspapers & Magazines industry
 Labour costs and productivity in the economy
 Business cycle stage (e.g. prosperity, recession, recovery)
 Inflation & Intervention Rates

3. Social Factors: Shared beliefs and attitudes of the population play a great role in
how marketers at Magnik India will understand the customers of a given marketand
how they design the marketing message for Publishing - Newspapers & Magazines

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 industry consumers. Social factors that leadership of Magnik India should analyze
are:
 Demographics and skill level of the population
 Attitudes (health, environmental consciousness, etc.)
 Interests
 Class structure, hierarchy and power structure in the society.

4. Technological Factors: Factors that should be considered are

 Recent technological developments by Magnik India competitors.

 Technology's impact on product offering

 Impact on cost structure in Publishing - Newspapers industry
 Impact on value chain structure in Services sector

5. Environmental Factors- Factors which should be considered are:

 Weather & Climate Change
 Laws regulating environment pollution
 Waste management in Services sector
 Air and water pollution regulations in Publishing - Newspapers &Magazines
industry

6. Legal Factors- Factors that should be considered are:

 Anti-trust law in Publishing - Newspapers & Magazines industry andoverall in
the country.
 Discrimination law
 Copyright, patents / Intellectual property law
 Consumer protection and e-commerce
 Employment law

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 Progress of the project
The project is focused on two major tasks set by the
company mentor which are

Task 1- Marketing & Sales

Task 2- Marketing Research & Strategy Making.

Here in as per the task schedules by the company mentor, the following work has
been done.

Task 1- Marketing & Sales:

This task was set in order to learn the practical measures of the STP concept learnt in the
class which would further help us to generate leads. Task was set to understand
consumer behavior and customer interaction. 15 days were allotted to complete the
task of Marketing & Sales in which a target of 15,000/- worth of sales was set. In this
task, I made a funnel of 50 people which included avid readers & people from different
industries to maximize Magnik India’s reach.13 people out of these 50 got convinced
and sales of 15,087/- was made within a period of 10 days. I was the second one to
complete the task within the given period of time.

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Task 2- Market Research & Strategy Making:

This task was designed to allow the student to learn & perform secondary research and
use it in designing marketing & sales strategies to be used in B2b sales. A list of 20
companies was to be made in a time span of 15 days. The datato be collected was the
name of the company, point of contact for marketing purposes, most and the least
selling product and the promotional & marketing strategies followed by the company.
This data would help Magnik India to get in collaboration with above mentioned 20
companies. The list was made within the duration of the task using secondary
research. The above mentioned data was collected from websites and journals like
LinkedIn, Owler, crunchbase.com, glassdoor.co.in and other online directories.

Also at the end their website needed some corrections, I made sure I convey those small
mistakes and let them work upon it. Few days back it got resolved and I believe it was
one of my small contributions towards my company which isa recently started start-up.

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 Terminologies

Customer Experience

Customer experience is the phrase used to describe the relationship a customer has with a
business. Customer experience refers to the total of all experiences the customer has with
the business, based on all interactions and thoughts about the business.
Customer experience is the internal and subjective response customers have to any direct or
indirect contact with a company. Direct contact generally occurs in the course of purchase,
use, and service and is usually initiated by the customer. Indirect contact most often involves
unplanned encounters with representations of a company’s products, services, or brands and
takes the form of word-of-mouth recommendations or criticisms, advertising, news reports,
reviews, and so forth.

Customer Experience Management

Customer experience is defined as your customers’ perceptions – both conscious and

subconscious – of their relationship with your brand resulting from all their interactions with
your brand during the customer life cycle. It is important because:

 Strengthen brand preference through differentiated experiences.

 Boost revenue with incremental sales from existing customers and new sales from word
of mouth.

 Improve customer loyalty through valued and memorable customer interactions.

Customer Relationship Management:

CRM stands for customer relationship management. As its name suggests, CRM software is a
system for managing relationships with your customers. For most businesses, their most
valuable and important asset is their customers. In the early days at a lot of companies, the

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 details about those customers -- who they are, how they’ve interacted with your organization -
- are spread out in many different places.

Lead Generation:
Any person who has an interest in a company’s product or service is considered a lead. Not
anyone and everyone is a lead, as people have different preferences and needs. Modern
brands make use of various lead generation strategies such as:

 Blogging
 Email marketing
 Social media marketing
 Networking
 Coupons
 Live events and seminars
 Website landing pages

These are just a few strategies that you can use to attract potential customers to your product
or offer. Most companies prefer to stick to what works best for them, as lead generation
strategies differ according to industry.

Market Research:
Market research is defined as the process of evaluating the feasibility of a new product or
service, through research conducted directly with potential consumers. This method allows
organizations to discover their target market, collect and document opinions and make
informed decisions.

The process of market research can be done through deploying surveys, interacting with a
group of people also known as sample, conducting interviews and other similar processes.

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Primary purpose of conducting market research is to understand or examine the market
associated with a particular product or service, to decide how the audience will react to a
product or service. The information obtained from conducting market research can be used to
tailor marketing/ advertising activities or to determine what are the feature priorities/service
requirement (if any) of consumers.

MARKET SEGMENTATION:
Market segmentation is concerned with individual or group differences in response to specific
market variables (e.g. preferences, lifestyles, media habits, etc.). The strategic presumption is
that if these response differences exist, can be identified, and are reasonably stable over time,
and if the segments can be efficiently reached, the company may increase its market share
beyond that obtained by assuming market homogeneity.
Bases for Segmentation in Consumer Markets:
Consumer markets can be segmented on the following customer characteristics.
• Geographic
• Demographic
• Psychographics
• Behavior
Geographic Segmentation: The following are some examples of geographic variables often
used in segmentation.
• Region: by continent, country, state, or even neighbourhood
• Size of metropolitan area: segmented according to size of population
• Population density: often classified as urban, suburban, or rural
• Climate: according to weather patterns common to certain geographic regions.
Demographic Segmentation: Some demographic segmentation variables include:
• Age
• Gender
• Family size
• Family lifecycle
• Generation: baby-boomers, Generation X, etc.

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 • Income
• Occupation
• Education
• Ethnicity
Psycho graphic Segmentation: Psychographics segmentation groups customers according to
their lifestyle. Activities, interests, and opinions (AIO) surveys are one tool for measuring
lifestyle.

Some psychographic variables include:

• Lifestyle

• Activities

• Interests

• Opinions

• Attitudes

• Values
Behavioralistic Segmentation: Behavioural segmentation is based on actual customer
behaviour toward products. Some behaviorial variables include:

• Benefits sought

• Usage rate

• Brand loyalty

• User status: potential, first-time, regular, etc.

• Readiness to buy

• Occasions: holidays and events that stimulate purchases.

• Behavioral segmentation has the advantage of using variables that are closely related
to the product itself. It is a fairly direct starting point for market segmentation.

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MAGNIK INDIA has more than 20 magazines ,these magazines has their different novels
,different style ,different knowledge ,different matter to each other. These magazines hold
their separate time to publish.

These magazines hold their separate time to publish, means one is a weekly magazine so those
consumers who loves to read magazines within a week ,they can go with this it depends on
their choice only, another example like TRAVELER is a monthly magazine ,it contains sufficient
matter for month ,so those who loves to read a magazine for a month, then they can easily go
with this on their choice totally depends on them, some magazines of MAGNIK INDIA has
Fortnightly magazine etc. Only those customers can go with those loves to read magazines for
half of month it depends totally on their choice and interest. So this all results has been shown
in the case of magazines that magazines readers has also their separate consumer to read and
shows it MARKET SEGMENTATION (psychographics segmentation ) of magazines in between
consumer.

I have seen that its matter of opinion not in some limited but it varies in case of magazines
also, I have seen that everybody had their different interest in magazines, someone wants to
read India Today then someone wants to read people etc, this is just depends on their opinion,
what they want to read some one reads weekly magazines, some one reads monthly and for
nightly magazines depends on their choice, I have seen that mostly women loves to read
fashion magazine as comparison to men.

When I surveyed there then I had seen that market segmentation in between brands like,
someone loves to Forbes, and someone loves to read INDIA TODAY. Those consumers who
reads India Today may think that the paper quality of Forbes MAGAZINE is good rather than
INDIA TODAY ,they thinks that matter in India Today or Article is more good to read ,it shows
their PSYCHOGRAPHIC PROFILE in between Forbes and INDIA TODAY.

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 Part 2- Research work

Apart from the regular tasks given, I also tried my hands on New Product Development. I
thought of a product which the consumers might be interested in buying and hence the rate of
customer acquisition would be higher.

There were many benefits of developing a new product for my company such as:

• Increasing brand loyalty

• Increasing brand awareness and brand name

• Customer satisfaction

• Drive higher value preposition

• Improve your brand reputation

• Ease of customers
Regular product development processes work on the basis that your idea has passed through
some kind of Proof of Concept (POC). On the other hand, new product development starts
from the very beginning by creating a screening process.

Magnik India being a recently started company needed something which would create a boom
in the market and hence this product came into the picture.

Main reasons for doing this research work was:

 A company must establish a series of successful products over time if it wants to

maintain a consistent stream of sales, or grow sales over time.
 Magnik India being a recently started company needed something which would create a
boom in the market and hence this product came into the picture
 When a new product is introduced, companies must still convince buyers to adopt them
into their routines, in order for sales to be consistent. And once it creates a boom it is
ready to make your brand name much higher.

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The marketplace is never static: it is dynamic and fast changing, and demand for products is
constantly shifting as needs, wants, and technology all change. As a result, companies must
always evaluate their existing product line and look for ways to ensure that it is up to date and
in line with consumer desires. Continuous decisions must be made about whether new
products should be added (and whether old products should be removed).

Product Details

Product Details: In today’s situation people find it boring to read long paragraphs of write-ups
and some find it difficult to note every single important point from the paragraph while some
still have that old habit to underline points and read them later. We’re here to bust this stress
of our customers by providing them with a tab in which they’ll just have to pay extra amount of
5000/- and will have to recharge every 6 months. This device enable users to browse, buy,
download, and read e-books, newspapers, magazines and other digital media via wireless
networking.

Our customer ease is a priority to us and that’s why we have got features like:

• Audio Help: Ability to play Audible audiobooks via connected Bluetooth speakers or
headphones.

• Dictionary: It’ll also have a dictionary where you’ve to type the word you didn’t
understand and it’ll show you the meaning with a sentence so that it’s easy to
understand.

• Stylus: Most beneficial feature where you can underline any sentence you want to or
you can star mark so that you can read later.

• Read Mode: You can use this mode during the night time when people find it difficult
because of the brightness.

• Additional Features: It also has a speaker and a headphone jack for listening to audio
files. It has expandable storage via an SD card slot.

• It also comes with a rear camera and a feature of FM which will help you listen to any
song when you get bored of reading.

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 • Ability to read both in the bright sun and in the darkness. It has a low-glare display here
to avoid strain on the user’s eyes, and it also has a paper-like texture which makes
writing on the tablet easier and more natural.
• Long battery life allowing you to read for weeks without the need to recharge.
• Language specification: 2 standard languages available and a third regional language
can be added.

Target Customers:

• Real appeal for anyone on a low income, particularly young people and students, who
want a tablet that does a lot but doesn’t retail for a lot.

• Silent generation, who are using the internet.

• Working people who have less time to read books, so that they can use the tab while
travelling as well.

• Senior citizens who have difficulty in reading.

• Someone who has low vision or total blindness.

• Not mandatory for people to know English/Hindi because regional languages are also
available.

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 Competitive Analysis:

• Kobo Aura Edition 2

• Kobo H20 Edition 2

• Sony DPT-RP1/ B

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• likebook Mars E-Book

• BOOX Note2

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Marketing Mix
Refers to the set of actions that a company uses to promote its brand or product in the market.

The 4Ps make up a typical marketing mix:

 Price

 Product

 Promotion

 Place
Place:

• One can find these products in the remotest corners of the world with great ease.

• Perfect alternative to paperback books, because it leverages an experience very close to

reading a paperback.

• International delivery is also available for the product so its easy for anyone to get
products delivered.

• Magnik India has worked efficiently on the delivery services and ensured that the
products are being delivered to everyone who desires to own this

Price:

• Replace the paperback books and leverage people with a similar reading experience.
Over the time this seems to win the battle against the paperbacks.

• The simple thing that you need to buy this once and you can read as many books as you
want, make it the most affordable option. No library subscription or no membership to
book clubs can replace the cost effectiveness.

• If we compare it with other EBook readers such as the ones introduced by Sony then
this is premium priced. The varied versions come with varied pricing. The price varies

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 from countries to countries based upon the taxation system.

• The newer versions are smarter and come with a lot of interesting functionalities. The
simple functions that allow people to adjust light, manage highlighted text and increase
brightness are making people love this product more than ever.

Promotions:

• Magnik India has marketed this device really well according to the tastes of each region.

• Impressive marketing campaigns and online contests are being run in order to let
people discover new reading options. People from the remotest corners of the world
can order it from magnikindia.com and take their reading experience to a different
level.

Product:

• It itself is no less than revolution but the improved and modified products that followed
just show the passion with which products are built.

• It also aims to replace the quality experience of reading paperbacks.

• The varied aims to serve people with different reading needs. Now people can choose
the product based on their preference of paper quality.

• The reason the product is loved is because of its innovative screens for people who love
reading. The screen looks almost like paper and there is hardly any strain on the eyes.
Thus, as compared to mobiles or tablets, you can read on a device for hours on end.
With the combination of memory, and the capacity to store above 2000 novels, you are
never short of anything to read.

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Marketing Strategies:

 The main goal is to generate qualified leads.

 Pre-Launch Strategy Tactics for Launching a Tablet is much required.

 Collecting emails is the most effective way to keep in touch with your potential buyers.
The best way to do this is through email-gated landing pages.

 Pre-launch promotions can help you generate that entire important buzz

 Hyper-target your reach with Facebook Ads: Facebook Ads can be an extremely
effective method for promoting your pre-launch tab campaigns, raise awareness about
your tab, and get more likes for your page. The ability to hyper-target your advertising
to reach your desired demographic makes Facebook Ads an incredibly reasonable ad
spend. Use Facebook Ads to drive likes to your page and traffic to your email-gated pre-
launch website landing pages.

 Promote it within your website: You first need to optimize your current platform to
encourage visitors to download your eBook. Go all-out on social media.

 Reward kind gestures to inspire more: Verbally rewarding the actions you want others
to take often begets people to take that action. Understanding and leveraging this
social dynamic can inspire people in your network to leave positive reviews of your
eBook. Publicly thank everyone who downloaded your book and individually highlight
those who left you a review.

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 Other Learnings & Roles

 Lead Generation Techniques

 Understanding consumer behaviour
 Conducting Research through secondary research methods
 Teamwork & Planning
 Marketing & Promotional Strategies
 Corporate ethics
 Time management and communication skills
 Pressure Handling
 Selling skills/Pitching skills

Limitations

Limitations faced during the internship are as follows:

COVID has been a huge limitation as we were connected to every client on calls and we couldn’t visit them.

 Limited resources being a virtual internship.


Delivery time was ¾ weeks due to which customer acquisition was difficult.
 Sample size limitation due to specific target market segment.

 Magazines were only available in Hindi & English due to which a large part of India
couldn’t be covered because of the language barrier.
 Due to availability in only 2 languages, local publications and magazines have become
our biggest market competitors in regions like Maharashtra, West Bengal, Odisha, and
Punjab where local languages are more preferred.

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 Conclusion:

From all my internship period, I got to know that people still prefer reading printed
version of magazines and some people between 18-25 prefer digital versions because
it’s on one go and you don’t have to carry it everywhere you go. You can access it
anywhere you want may it be on a laptop or a mobile phone. The competition between
the print and the digital is still a mystery because people prefer both have different
advantages and disadvantages. There are less chances of magazines getting
extinguished because people love to read and majority of them like to read in their free
time. In conclusion, customer relationships matter and, at the end of the day, can make
or break your business. Establishing very early on a customer-centric organization that
prioritizes the customer experience can result in great advantages for the success of
startup.

Recommendations:

Below are some of my recommendations to improve the brand awareness and the well-
being of the company:

 Advertising using social media platforms: People on a huge number believe in

advertisements and brand name and Magnik India being a new company has its own
disadvantage because people don’t know it. In times of Covid, it’s necessary to
advertise your product using social media sites like Facebook, Instagram etc. as a
huge mass of public tends to be there.

 Looking for better logistics: Major reason of people not ordering print versions are
due to the late delivery or no accurate timing for the product. We lose half of our
potential customer there as logistics is the primary step of every company.

 Delivery period of ¾ weeks: For a print magazine to get delivered it takes ¾ weeks of
time which is not acceptable because there are many other competitors who deliver
in a less amount of time. We lack there because people prefer other companies like
Forbes, Outlook etc. Customer might lose their interest in our company.

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  Smooth flow of communication: For any company to work a smooth communication
flow is required and I believe we can do it better when it comes to the
communication factor.

 Launching of new publishers: Magnik India has over 20+ magazines but it can add
some more on a digital platform, also magazines of different regional languages can
be included so that we can also target the people in remote areas.

 The company can increase its ad expenses and drive traffic through their various
channels to e-commerce and can retain more customers through great email
campaigns and follow-ups and can improve the personalization experience for the
customers.

References:

1) www.magnikindia.in

2) https://www.tenhardindia.com/employee/login.php
3) Jenkinson, A. Do organizations now understand the importance of information in
providing excellent customer experience? J Database Mark Cust Strategy Manag 13,
248–260 (2006).

4) Peppers, D., & Rogers, M. (2005). Return on the customer: Creating maximum value
fromyour scarcest resource.

5) https://www.entrepreneur.com/article/299335