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AN INTERNSHIP REPORT ON AN OVERVIEW OF

SUBSCRIPTION GENERATION WITH SALES AND
MARKETING OF PRINT MEDIA AND
PUBLICATIONS

In partial fulfillment of the requirement for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION
OF

BY
Hithaishree BR
(20212MBA0544)

UNDER THE GUIDANCE OF

MR. PRADEEP PILLAI
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 MR. SHANKARLING M
MR. KARTHIK

Table of Contents

ACKNOWLEDGMENT 4
COMPANY..........................................................................................................................................5-19

EXPERIENCE...................................................................................................................................20-34
RECOMMENDATIONS……………………………………………………………………………...35

CONCLUSION………………………………………………………………………………………36

REFERNCE…………………………………………………………………………………………..37

ACKNOWLEDGMENT
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This dissertation would not have been possible without the guidance and the help of each
individual who all guided over this journey.No work can be completed without others
help or guidelines with all extended their valuable assistance in the preparation and
completion of this internship.
I express my sincere gratitude towards Shanker sir and Pradeep sir for their constant
encouragement, profound advice, and supervision of the internship. I also thank you for
the opportunity given to me to do well in the internship and to achieve the subscription.
I acknowledge my mentor Karthik for his esteemed guidance, expert observation, and
timely advice on the mode of an internship.
My sincere gratitude to all the people who took part in my internship for giving expert
advice and necessary information to achieve the subscription.
I also thank our parents and friends for their encouragement and support at each stage of
completion of this work.

Hithaishree BR
20212MBA0544

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 COMPANY

Date 1888
of Establishment
Revenue Not Available
Market Cap Not Available
Corporate Address K K Road, Kottayam, Kerala - 686001, India
Branches Not Available
Management Team George Jacob – Director

Owner Malayala Manorama Group

Headquarters Kottayam

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 Website manoramaoline.com
Overview A wholly owned family enterprise, Malayalam
Manorama is an ISO 9001 company. It is India's
largest circulated regional newspaper. It has nine
units in Kerala and three units outside Kerala. It
is the first newspaper for which offices are
connected on a high speed Wide Area Network
using the fibre optic cable network of the DOT.

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 Philip Mathew, the first publisher of the magazine, held the post
until December 1988. Jacob Mathew 1 January 1989 till date. K.M. Mathew's third son
is currently president of WAN-IFRA. He is the second Asian and the first Indian to hold
the post.

The editor-in-charge is responsible for the selection of news under

The Press and Registration of Books Act, 1867. The present editor-in-charge, V.S.
Jayaschandran, took over on 1 April 2017.

The Week magazine has achieved many awards, on 2011 had

received an award of IPI India award for excellence in journalism.

Awards[edit]

Year Awardee Award Agency Story

Jayant Mammen
200 South Asian Journalists
Mathew & Maria SAJA Journalism Award Rural reporting
0 Association (U.S.)
Abraham

200
Deepak Tiwari The Sarojini Naidu Prize The Hunger Project (India) Women in panchayati raj
2

200
The Week Media Excellence Award Amity (India) Business reporting
7

200 Excellence in Journalism

Dnyanesh V. Jathar Ramnath Goenka Foundation (India) Life of AIDS orphans
7 Award

200 The Statesman Award for Sexual exploitation of widows

Bidisha Ghosal The Statesman Ltd (India)
8 Rural Reporting in Vidarbha

200 International Press Institute,[27] India Sexual exploitation of widows in

Bidisha Ghosal IPI-India Award (Shared)
9 Chapter (India) Vidarbha

200 Press Institute of India & International Abduction of Tamil rebels by the Sri
Kavitha Muralidharan PII-ICRC Award
9 Committee of the Red Cross (India) Lankan Army

201 Excellence in Journalism Union Catholique Internationale de la Robertsonian

Mathew T. George
0 (International) Presse[28] (Burkina Faso) translocation among Bhopal gas

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 tragedy victims

201 Finalist for Daniel

Syed Nazakat Daniel Pearl Foundation[29] (Switzerland) Multiple investigative stories
0 Pearl International Award

201
The Week Gold (Magazine cover design) WAN-IFRA[30] (Malaysia) Cover for Health
0

201
The Week Gold (Special issue) WAN-IFRA (Malaysia) On 25 years after Indira Gandhi
0

201 Bhanu Prakash

Gold (Feature photography) WAN-IFRA (Thailand) Biking through the Himalayas
1 Chandra

201 IPI India award for excellence

The Week International Press Institute (India) Fake medical and dental colleges
1 in journalism (shared)

Bhanu Prakash
202 IPI India Award for Excellence
Chandra, Lakshmi International Press Institute[31] (India) Refugee camps in Syria, Iraq
1 in Journalism-2021 (shared)
Subramanian

Malayala Manorama (Malayalam) is a daily morning newspaper, in Malayalam

language, published from Kottayam in the state of Kerala, India by Malayala Manorama
Company Limited. It was first published as a weekly on 22 March 1890, and currently
has a readership of over 20 million (with a circulation base of over 2.1 million copies).
The Malayalam title "Manorama" roughly translates to "entertainer". It is also the second
oldest newspaper in Kerala in circulation, after Deepika, which is also published from
Kottayam.
Overview of subscription generation with sales and marketing of print media and
publications:
The magazine media industry is on the brink of a new chapter in its history,
morphing from transactional, print advertising to being hyper-focused on building lasting
and profitable relationships with readers.
Historically, several print magazine companies have made around 70% of their revenue
through print advertising, but many now recognizes they must “future proof” their
companies by diversifying their portfolios. The reader relationship strategy is about
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creating engagement, customer satisfaction and lifetime value with users through
targeted content, products, advertising and service for individual customers. Its about
collecting user data with permission through registration and paywalls and leveraging
these data to drive user satisfaction.
Our brands and broad print distribution are no longer enough. The internet requires
media companies to build personal relationships with readers. Our ability to capture
interaction data at scale, turn it to insight and leverage it broadly across our organization
will define our success.

History Of MALAYALA MANORAMA COMPANY

LIMITED

A joint stock publishing company, destined to acquire the status of the first joint
stock publishing company of Republic of India, was incorporated by in 1888 by
Kandathil Varghese Mappillai at, then a small town in the Kingdom of currently, a
part of Kerala state, India. The first issue of Malayalam Manorama was published
on 22 March 1890 from the press owned by Malankara Metropoltan H.G.
Joseph Mar Dionysius of the Orthodox Church. The name Malayalam Manorama
was chosen by the poet, Raghavan Nambiar, Villuvarvattathu from Tiruvalla. Kerala
Varma granted the symbol which is a part of the Travancore kingdom symbol. In a
period of two years, from the date of incorporation until the publication commenced,
the company witnessed several challenges. It also publishes an information oriented
monthly called Tell Me Why.
Editions
• Kottayam
• Thiruvananthapuram
• Kozhikode
• Kochi
• Thrissur
• Kannur
• Kollam

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 • Palakkad
• Malappuram
• Pathanamthitta
• Bangalore
• Mangalore
• Chennai
• Mumbai
• Delhi
• Dubai
• Bahrain
The newspaper is criticised for its number of advertisement space. The newspaper
is known for giving more importance to advertisements and less importance to
news.The manorama group are also open promoters of capitalist policies and
shows strong opposition to socialism.

Timeline
• 1888 Malayalam Manorama founded
• 1890 First issue of Malayalam Manorama was published on 14 March
• 1892 Publication of Bhashaposhini commenced
• 1901 Malayalam Manorama becomes bi-weekly
• 1904 Kandathil Varghese Mappillai, the key figure passes away on 6 July
• 1915 Malayalam Manorama commences publication of daily World War I
supplements
• 1918 Malayalam Manorama becomes triweekly on 2 July
• 1928 Malayalam Manorama becomes a daily from 2 July
• 1929 On 29 May, Akhila Kerala Balajana Sakhyam formed
• 1930 Malayalam Manorama‟s first Annual Number appears
• 1937 Commencement of Malayalam Manorama Weekly from 8 August
• 1938 Travancore state proscribes Malayalam Manorama on 10 September
• An issue appears on 14 September from the state of Cochin- from the
Kunnamkulam press of the Orthodox church.
• 1939 K. C. Mammen Mappillai was convicted and imprisoned on trumpeted
charges of corruption and fraud
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 • 1941 Mammen Mappilla released after being absolved of all false cases
• 1947 From 29 November, Malayala Manorama re-commences regular
publication
• 1950 Installation of the first rotary press
• 2007 Becomes the only regional language daily in India to cross 15 lakh
copies.
Journalists

Prominent journalists who have worked with the Manorama daily or other Manorama
publications include Vaikkom Chandrasekharan Nair, E. V. Krishna Pillai, E.V.
Sreedharan, T. V. R. Shenoy, K. Gopalakrishnan, Babu Chengannoor, K. R. Chummar,
Moorkoth Kunjappa, K. M.Tharakan, T. K. G. Nair, K. G Nedungadi, VKB (V. K.
Bhargavan Nair) Others include Thomas Jacob and Joy Sasthampadickal who are
currently working.

MAJOR PRODUCTS OF MALAYALA MANORAMA

MALAYALA MANORAMA DAILY

Largest circulated and read regional language newspaper daily in India.

• Circulation: 1.54 million(ABC Jan-jun 2007)

• Readership: 8.837 million (IRS 2007 Round 1)

• Cover price: Rs.3.50 (Sunday: Rs 4.00)

• Periodicity: daily

• Language: Malayalam

MALAYALA MANORAMA WEEKLY

Largest circulated weekly newspaper in India.

• Circulation: 6.17 lakhs (ABC Jan-jun 2007 )

• Readership:22.94 lakhs (IRS 2007 Round 1)

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 • Cover price: Rs. 4.00

• Periodicity: weekly
• Language: Malayalam

VANITHA : MALAYALAM

Largest read and circulated Women‟s magazine in India.

• Circulation: 4.79 lakhs(ABC Jan-Jun 2007)

• Readership: 30.67 lakhs(IRS 2007 Round 1)

• Cover Price: Rs. 14

• Periodicity: fortnightly

• Language: Malayalam

BALRAMA:

Largest read and circulated children‟s weekly in India.

• Circulation: 2.74 lakhs(ABC Jan-Jun 2007)

• Readership: 21.24 lakhs (IRS 2007 Round 1)

• Cover price : Rs. 8

• Periodicity: weekly

• Language: Malayalam

VANITHA – HINDI

One of the major women‟s magazine in India.

• Circulation:1.74 lakhs(ABC July- Dec 2007)

• Readership:7.90 lakhs (IRS 2007 Round 2)

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 • Cover price: Rs. 20

• Periodicity: monthly

• Language : Hindi

MAGIC POT

Largest selling magazine for nursery school children in India.

• Circulation: not available(ABC Jan-June 2007)

• Readership: 0.92 lakhs (IRS 2007 Round 1)

• Cover price: Rs. 12

• Periodicity: Fortnightly

• Language: English

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 MANORAMA YEARBOOK: ENGLISH

Largest circulated yearbook in India.

• Circulation: 2.44 lakhs (ABC Jan- Dec 2006)

• Readership: Not available in IRS/NRS

• Cover price: Rs. 130/-

• Periodicity: annual

• Language: English

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 “THE WEEK” MAGAZINE

„The Week‟ is India‟s fastest growing G.I.E.M i.e. General Interest English
Magazine. It‟s periodicity is one week. It has about 3.5 lakh readers and is under
continuous growth in the number of readers. Cover price of this magazine is Rs.
20. The Week is fastest growing news magazine having a circulation both
nationally and internationally. It is written and designed to be fast, clear and
concise and easy to follow magazine for every educated home and concerned
citizens. It is packed with latest news and views from every corner of India plus
highlights from whole world.

THE WEEK CONTENTS

The Week magazine has a wide variety of contents which cover great range of
articles from all the fields may be it is the:

• cover story,

• aperitif,

• letters,

• current events,

• special reports,

• statescan,

• development ,

• society,

• art and style,

• cinema,

• forecast,

• global village, etc.

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 • time out

• biz buzz

• last word
COVER STORY

Column of cover story covers the most talked about topic of the week or any such
topic which is very sensitive and needs to be given special attention, may be it is
related to politics, society, business or art or style. This column covers a long
description of the topic chosen and also interviews egarding the topic from eminent
personalities of the concerned fields and also some other related information.

APERITIF

This is the column where small articles covering news from all over the country
and which are worth mentioning are published. These articles are very small and
are of just two or three sentences long. These articles give a brief idea of the
various happenings which went by throughout the past week. This column also
contains a sub-column called Power Point where Sachidananda Murthi,Resident
Editor, Delhi, puts his words into ink on any specific issue. There is also a column
of milestones which covers milestones set by the various personalities in different
fields. Aperitif also covers one more sub-column point blank which covers the
quotes as said by eminent personalities of the world and which has been found
worth mentioning.

LETTERS

Column of „Letters‟ contains letters from the readers of The Week magazine
regarding various queries related to any field.

CURRENT EVENTS

As the name suggests this column gives the information regarding the most
recent events that took place throughout the world. Thus, this magazine acts as a
very good informative diary for all the people who love to be updated with the
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 newest information.

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ART AND STYLE

This column is a very beautiful and very colorful column and depicts the
imaginative power of the human kind and shows beautiful works of art and style
by various artists, who may be fashion designers, interior designers, painters,
various other technological designers. India is a place where art is worshipped and
columns like this provides the worshippers with a sense of contentment when they
get to see such beautiful imaginations personified on paper. Thus, overall, this is a
very good column to make people be a fan of this magazine.

STATESCAN

Statescan contains an article on any specific news of particularly one state from all
over India. The news may be of any kind whether it is political unrest in U.P. or
attacks on non-maharashtrians in Maharashtra.

SPECIAL REPORT

Special report focuses mainly on drawing society‟s , administrators‟, officials‟ and

everybody else‟ attention on a most sensitive issue which has to be taken utmost
care of and which needs needs immediate actions to be taken to be brought onto
the path required.

CINEMA

Cinema is the column which desires to fulfill the wants of Bollywood and
Hollywood lovers and provides them with spicy news from all the corners of the
world related to the cinema world.

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SOCIETY

This column of The Week magazine brings to the front the various issues related to
the society and thus develops people‟s concern regarding that issue and hence
makes the society a bit aware of any injustice being done to anyone, any
environmental damage, any flaw going on in any system, any wrong being done to
society, the various social evils or any other thing.

FORECAST

Forecast as the name suggests gives the horoscope of people belonging to different
zodiac signs. The predictions are made by Mr. K.K. Vamanan Nampoorthiri.

THE SEXES

It is the column wherein the famous writer, Shobhaa De speaks about any issue
putting her own views and her own thoughts into words.

TIME OUT

This column gives the news about the various events or shows or other things like
seasonal wears etc. which have soon begun or are about to begin and thus forces
people to go for these things as soon as possible and that is how the name goes
like.

BIZ BUZZ

The column of Biz Buzz gives the news of the corporate sector and talks about
the various changes going on in the bigger companies throughout the world, their
CEOs, their General Managers and the growing competition and the job
opportunities created, if any.

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LAST WORD

Last Word is the column wherein people like Amjad Ali Khan, Mahesh Dattani
and Jon Stock put their views regarding some issue, from India and the whole
world, at the last page of The Week magazine. This is the article that ends up the

weekly news magazine.

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 EXPERIENCE

As I am an administration understudy it is generally excellent to be

familiar with deals and have an involvement with it. Assuming I am coming in to
business it will be extremely useful that I have an information about deal. I'm certain that
my correspondence have been worked on as better compared to before. It give an
extraordinary information about deals and doing it. In this entry level position I got to
know how to deal an item and how much troublesome it is. We need to meet such
countless individuals of various classifications so it assists me with knowing how to talk
with others and I have acquired persistence.

The guidance given by Pradeep sir on the main day when we went
to The Week office was extremely great. It was exceptionally useful for me, he make
sense of for us everything about the organization to the client and they are extremely

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glad to be familiar with it. It assists me with expressing more about the magazine and
company to clients so they get to be aware of the magazine.

During this temporary position, I hade went to better places to get

supporters so it assist me with knowing another spot. It assists me with knowing various
kinds of individuals so it assists me with knowing how to speak with others. It assists me
with knowing how to move toward an office to take the membership and how to speak
with them.

I actually recall that one client had made sense of for me how to
move toward individuals to take the membership. I went to an alternate house and speak
with them to take the membership to the magazine. In any case, there are individuals
who will not however they will request to return again like that twice I have gone yet
they didn't take the membership. In any case, certain individuals will take the
membership by saying it itself. To certain clients, I need to make sense of about the
magazine and on the off chance that there are fulfilled just they will take the membership
of the magazine.

Whenever I have went to the workplace I used to wear formal so I believe that now I am
improving in dressing. I went to better places and in the greater part of the spots, I like
the encompassing. One of the clients which I have met might want to take a membership
yet the client doesn't have Gpay or any kind of scanner to send the cash so the client give
me fluid money and I made the installment. One of the workplaces where I went didn't
take the membership however he took a membership for individual use.

I hade to settle on decisions to a portion of the clients to take a

membership. I had called my loved ones to take the membership yet a portion of my
loved ones have taken the membership. There are certain individuals who are not keen
on the membership. A portion of the clients will overlook me when I arrive at there to
say regarding the magazine.

I had become more capable than before on the grounds that I need
to check the installment made is right and to ensure about the receipt book, to guard it.
The deals will foster my expertise and assist me with improving in my vocation.
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ANALYSIS

Q.1
AGE? QUALIFICATION ? PROFESSION? MONTHLY INCOME?

15-25 UNDER GRADUATE STUDENT <25000

25-40 GRADUATE BUSINESS <50000
40-50 POST GRADUATE SALARIED <75000
50-60 OTHERS OTHERS >75000

SAMPLE SIZE:
The survey was conducted with the help of questionnaire taking 400 people as a
sample size of every age group with different qualification and profession and of
several salary package like 48% people surveyed are earning less than or equal to
Rs.25000, 10% are earning less than or equal to Rs.50000, 4% of them are earning
less than or equal to Rs.75000, 3% of them are earning greater than or equal to
Rs.75000 while 35% of them have no earnings as they are students. The people
surveyed are of different qualification like 16% of people surveyed are post
graduate, 70% are simply graduates among whom there are 58% of the people

interviewed aged less than or equal to 25, 30% of the people aged less than or
equal to 40, 10% of them are less than or equal to 50 and 2% of people are upto an
age of 60 years. The survey includes the people of different profession too like
20% of the people surveyed are salaried people, 30% of them are in business, 45%
are students while 5% of them includes Doctors, C.As etc.

2). Do you know about “Weekly News Magazines”?

(i) AWARE (ii) UNAWARE.

Implication of the question

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 The purpose of this question to the people is to know about the awareness of the
weekly news magazines among the public. This question helps to judge as to how
many people are still unaware of the weekly news magazines.

SAMPLE SIZE:
According to the survey of “THE WEEK” magazine, which is done with the help
of 400 people as a sample size of every age group with different qualification,
profession and of several salary packages, it is found that-

• 89% of people interviewed said that YES they know about the
weekly news magazines.

• 11% of the people interviewed said that NO they don‟t know about
weekly magazines.

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Findings
Thus, as per the survey results we found that majority of the people are having a
basic idea of weekly news magazines. Also through the survey it was found that
most of the salaried class people and students are aware of weekly news magazines
either they are published in HINDI language or in ENGLISH language.

Recommendations
After analyzing the answers of the interviews I would like to recommend
“Malayala Manorama Co. Ltd.” to make the remaining 11% of the population
which includes businessmen as well, aware of the weekly magazines, especially
“THE WEEK” magazine and thus to expand its sales.

2). Do you read weekly news magazines? If YES, then which one of these?

• THE WEEK
• INDIA TODAY
• OUTLOOK
• OPEN
• Others

Implication of the question

The purpose of this question is to know the percentage of the people who read
different weekly news magazines like The Week, India Today, Outlook, Open or
others and which magazine is been read most by the readers.

SAMPLE SIZE:
Whole surveying on the 400 people of different age groups and qualifications, who
have different professions and income, it was found that

• 74% of the people interviewed read weekly news magazines.

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 • 26% of the people surveyed do not read any weekly news magazine.

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 The percentage of the people who are customers of the different news magazines is
likewise-

• INDIA TODAY- 55%

• OUTLOOK - 23%

• THE WEEK - 17%

• OPEN - 3%

• Others - 2%
Finding

Thus analysis of the answers given by the people surveyed, it was found that
majority of the people are reading weekly news magazines.

Also, the second part of the question shows that majority of the people read India
Today; thereafter they read Outlook and then “The Week” magazine. Thus “The
Week” magazine is lagging behind the two magazines and has to compete with
these two major selling magazines.
Recommendations
Thus, through the study it can be recommended that the Malayala Manorama Co.
Ltd. should concentrate on expanding its share in the weekly news magazines
market and try to give the best product to the customers through the best features,
it should also go for an extensive promotion program so as to acquire a larger
market share.

Q4) Do you know about “The Week” magazine?

(i) YES (ii) NO

Implication of the question
This question has been included in the questionnaire to know as to how many
people i.e. what percentage of North Indians are aware of the existence of “The
Week” magazine, since it is a major publication in South India and has emerged
from the South Indian markets and still a lot of people find themselves unaware of
this magazine.

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SAMPLE SIZE:
Through the survey, it was found that-

• 65% of the people said Yes, that they know about “The Week”
,magazine.

• 35% of the people show there unawareness about “The Week”

magazine.

Findings
Thus as per the results of the survey it is found that majority of the people know
about “The Week” magazine but still many of them do not have any information
about this magazine.

Recommendations
After analysis of the survey it can be recommended that Malayala Manorama
Company Limited should go about with advertisements and promotion programs
especially in Northern region since many people react as if they have heard the
name of the company and the magazine for the first time where as on the other
hand India Today and Outlook are quite popular with the people surveyed.

Q6) Would you like (i) to subscribe, or (ii) buy the magazine from a retail
store.

Implication of the question

Through this question we aim to know the general mode through which the
customers buy the magazine and we can thus know a better way to deliver the
magazine.
SAMPLES

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 Through this question, it was found that _

• 62% percent of the customers have the propensity of buying the books
through subscriptions.

• 38% of the customers like to buy the magazine from a retail store.
Findings

Thus through this study we can find that majority of the customer find it beneficial
to get the magazine subscribed rather than buying these from the retail stores.

Recommendations

Looking at the above analysis, I would suggest Malayala Manorama Company

Ltd. to try to expand its business more into subscription and make the good
promotional schemes so as to cover majority through the subscription.

Q7) What other gift / discount will be better other than MANORAMA YEAR BOOK for 6
months subscription?
(i) SUNGLASSES
(ii)T-SHIRT
(iii)SET OF PENS

Implication of the question

This question implies you that how many % of the people wants these gifts &
discount with the subscription by the company.

SAMPLES
Through this question, it was found that _

• 15% of peoples want sunglasses.

• 40% of peoples want t-shirts.

• 25% of peoples want set of pens.

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 • 20% of peoples want discount.

• 5% of peoples want Manorama Year Book

Findings
Thus through this study we find that more % of people want t-shirt more than any other
things.
Q8) “The week” Magazine provide us with information from different fields may be it is
politics, art or science, society or fashion etc. do you find these contents sufficient enough to
provide you with good information?
(i)YES (ii)NO

Implication of the question

This question implies us to know as to what % of the people who read “The week”
magazine are satisfied with its level of information and the various contents.

SAMPLE SIZE:
Through this survey, it was found that:

• 67% of people who read “The Week” magazine was satisfied with its matter
content while,

• 33% of people are not satisfied with the matter content

Findings
Through this question it was analyzed that majority of the readers of “The week”
magazine were satisfied with the contents of information of this magazine and that
they found this information as really useful, investing and sufficient enough to
quench their thirst for knowledge while 33% of people still found the magazine
unable to provide them with the required information.

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Recommendations
After analyzing this data, I would like to suggest Malayala Manorama Company
Limited to get the surveys and research work done at a large scale so as to find out
what are the contents or the information in which the magazine is lagging behind
and find out the ways to improve.

Q9) Do the contents of “The Week” magazine bear any

similarity to the contents of any other magazine?

(i)YES (ii)NO

Implication of the question

Through this question, we can deduce as to how much percent of the people find
uniqueness in “The Week” magazine and how much percent of the people find
similarity in the contents of “The Week Magazine”.

SAMPLE SIZE:

Analyzing the answers to the above questions, it was found that-

• 46% of the readers of “the week” magazine found that the contents of
magazine were some or the other way similar to any other weekly
magazine, whereas

• 54% of the people found the contents as different from others.

Findings

After analyzing the answers for the above questions it was found that nearly half
of the population still feels that contents of “The Week” magazine have
resemblance with any other weekly magazine and thus has still has space for
making its own identity well established. Thus it has a lot of room to improve and
be the best amongst the weekly magazines

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Recommendations:
Thus, I would like to suggest Malayala Manorama Company Ltd. that it should
go for innovating some of the contents of the week magazine which become a
completely different and interesting taste for the readers so that they keep their
loyalty with the magazine

Q10) Which type of subscription of “The Week” magazine

would you like to have-
Short –term (6 months)
Long term (1yr/3yr/5yr)

Implication of the question

The purpose of asking this question is to know of how much percent of the people
find short-term subscriptions as beneficial for them and how much percent find
long-term subscriptions as beneficial.

SAMPLE SIZE:
After going through the answers for the above question it was found that:

• 77% of the people wanted to have short-term subscriptions.

• 33% of the people wanted to have long term subscriptions.

Findings
After analyzing the answers for the above question it was found that most of the
people wanted to have weekly magazines through the short term subscription sale
while only 33% of the people wanted to have the magazine through the long term
sales. Thus, we can deduce that most of the people either do not have sufficient
funds to go for long term subscriptions or they do not have enough loyalty towards
the magazine.

Recommendations
Thus, I would like to suggest the Malayala Manorama company Ltd. that It should
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 try to develop brand loyalty by providing good news as well as proper delivery of
the magazine to the customers and also by catering to the needs of the readers.

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 Problems regarding sales promotion

The topic i.e. Sales promotion of The Week magazine has been chosen because of
two particular reasons. The very first reason as to why this particular topic has
been chosen is that I was given the task of getting the subscriptions done for The
Week magazine during my summer training. These subscriptions were for a period
of 6 months and while undertaking my task I had developed a keen interest of
knowing the popularity of this magazine since I did not get many people who were
aware of this magazine and of those who were aware were not the readers of this
magazine, though Malayala Manorama Company is the largest publication house
of India and this magazine is very popular in South India. So in order to find an
answer to these questions I went with up the topic. Also as I was to approach
people regarding the subscriptions, it became easy for me to move about with the
survey.

The second reason as to why I chose this topic was that getting the subscriptions
done for any magazine was a kind of promotional scheme and since I was to get
the subscriptions done I was in a way promoting the sales of this magazine. And so
choosing this topic as my summer training project was not a tough job.

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 Brief description about the project

The project has been made by conducting a survey of about 400 people. A
questionnaire had been designed for the purpose and individuals were asked to fill
the same. After this each question has been discussed with its implication or
relevance to the topic. The answers to each question have been analyzed and then
the respective findings have been discussed. Thereafter I have provided my
recommendations on the analysis and the findings and have tried to suggest some
of mine viewpoints so as to promote the sales of the magazine and also to expand
the market share.

While working with the project it was found that:

• Majority of the people have a know-how of “The Week” magazine but

still a large percentage of the people are still unaware of the existence
of this magazine as well as it‟s belongingness to Malayala Manorama
Co. Ltd.

Promotion programs through subscriptions have come out as the best way to
expand the sales of The Week magazine whereas retail sales is also more or less
desired the same way for expansion of the sales whereas institutional sales is not
considered as the best method.

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 FINDINGS

• Through the survey it was deduced that most of the people

are aware of the weekly news magazines, specially the
salaried class and the students.
• Majority of the people surveyed are reading weekly news
magazines and the most preferred magazine is India Today,
thereafter people prefer reading Outlook and then comes
„The Week‟ magazine, which is at the third position as
found through the survey.
• Majority of the people have a know-how of “The Week”
magazine but still a large percentage of the people are still
unaware of the existence of this magazine as well as it‟s
belongingness to Malayala Manorama Co. Ltd.
• Some of the people found that the contents of The Week
magazine as not so informative as are the contents of other
magazines like Outlook or India Today.
• Majority of the people prefer having a subscription in
comparison to retail buying. Also, the subscription periods
favored by them are of the short term rather than of long
term.
• People who prefer The Week magazine choose it because
of prompt the delivery of this magazine.
• Promotion programs through subscriptions have come out
as the best way to expand the sales of The Week magazine
whereas retail sales is also more or less desired the same
way for expansion of the sales whereas institutional sales is
not considered as the best method.

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 RECOMMENDATIONS

• According to the analysis of the survey, I would like to recommend to

the Malayala Manorama Co. Ltd. to make people aware of the “The
Week” magazine so that at least all the people have a consideration of
this magazine whenever they are to buy or subscribe the magazine.

• Some of the contents of the week magazine need to be innovated and

made more attractive so as to make it a differentiated product in the
weekly magazine market.

• Malayala Manorama Co. Ltd. should go extensive promotional

programs as well as for advertisements through various Medias.

• Malayala Manorama Co. Ltd. should try to expand its sale through
covering the magazine market through subscriptions especially short
term subscriptions.

• I would suggest the Company to deliver actual news with 100%

accuracy and to make the columns of business and cinema more
attractive and appealing.

• It should provide good service and properly deliver the copies

to the customers and also cater to the needs of the readers.

• Malayala Manorama Co. Ltd. should come out with new promotional
schemes especially through subscriptions so as to keep existing
readers loyal as well as attract new customers
• The company should go for extensive promotion programs especially in
sub- urban areas so as to maximize its sale since sub-urban areas give the
space for a new market wherein most of the competitors are still to find a
way.

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 CONCLUSION

The entry level position was exceptionally useful for me to have an incredible
encounter and for future. I truly say thanks to Shanker sir and Pradeep sir for
offering this chance. I have created correspondence expertise and I have become
more persistence, so it will be useful for me in my future to begin a business. I will
keep up with my expertise which I have created during the time entry level
position to accomplish my future objective.

Deals are the best technique to connect with the client and it
is a simple method for knowing their requirements and needs. Consumer loyalty is
our primary goal so we need to be known for client inclinations.

Through the survey it was deducted most of the people are aware of weekly news
magazine specially the salaried class and student. Majority of people surveyed are
reading weekly magazine and most preferred is India Today. Thereafter people
prefer reading outlook and then comes “The week” magazine which is 3rd position
as found in survey.

People who prefer The week magazine choose it because of prompt the delivery of
this magazine. Promotion programs through subscription have come out as the best
way to expand the sales of the week magazine whereas retails sales is also more or
less desired the same way for expansion of sales whereas institutional sales is not
considered the best method.

Some of the people found that the contents of the week magazine as not so
informative as are the contents of other magazines like Outlook or India
Today. Majority of people prefer having subscription in comparison to retails
buying, also the subscription periods favoured by them are short term instead
of long term.

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 REFERENCE
 En.m.wikipedia.org
 Shodhganga.inflibnet.ac.in
 Marketing for tomorrow, not yesterday by Zain Raj

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