SUMMER INTERNSHIP PROJECT

(SIP)

A REPORT ON
B2B AND B2C SALES AND MARKETING
AT OUTLOOK GROUP

Submitted in partial fulfilment for the award of the degree of

Post Graduate Diploma in Management (PGDM)

University of Mumbai

Submitted by

Yasir Shaikh

(Roll No.: 111)

Under the Guidance of Faculty Mentor

Prof. Dr. Rupali Rajesh

2019- 2021

VESIM Business School, Mumbai

1
 Certificate

This is to certify that project titled Summer Internship Project is successfully completed by
Yasir Shaikh during the first year, in partial fulfilment of the Master’s Degree in Management
studies recognized by the University of Mumbai for the academic year 2019-2021 through
Vivekanand Education Society Institute of Management Studies and Research, Chembur,
Mumbai. This project work is original and not submitted earlier for the award of any
degree/diploma or associate ship of any other University/Institution.

Name:

Date: (Signature of the faculty)

2
 DECLARATION

I hereby declare that this project submitted by me to the is a bonafide work

undertaken by me and it is not submitted to any other University or institution for the award
of any degree diploma certificate or published any time before.

Name:

Roll no:

(Signature of the student)

3
 ACKNOWLEDGEMENT
I wish to express my appreciation to the various persons that have directly or indirectly helped
me in completing my project.
I am extremely thankful and pay my gratitude to my faculty guide, Prof. Dr. Rupali Rajesh for
her valuable guidance and support throughout the project. I sincerely acknowledge her for
extending her valuable guidance and support for literature, critical reviews on the project and
above all, the moral support she had provided during all the stages of this project.
I am thankful to Outlook India for providing me a great opportunity to learn and develop
myself. I would also like to express my gratitude towards VESIM for giving me an
opportunity to study a management challenge in a systematic manner.

4
Sr. Pg.
INDEX
No No
1 Executive Summary 6
2 Industry Analysis 7
2.1 – Size of the Industry 7
2.2 – Major Players in the Industry 9
2.3 – Market Share of Major Players 13
2.4 – Industry Financials 14
2.5 – Challenges faced by the Industry 16
2.6 – Government Regulations 17
3 About the company 18
3.1 – Genesis of the company and its vision and mission 20
3.2 – SWOT Analysis 21
3.3 – Product and services of the company 23
3.4 – Position of the company in the industry 26
3.5 – Challenges faced by the company 27
3.6 – Company Financials 28
3.7 – Distribution and Supply Chain 29
4 On the job training 30
4.1 – Key result areas 30
4.2 – Target Assigned 33
4.3 – Target Achieved 33
4.4 – Technical/Soft skills acquired 35
5 Research and Findings 38
5.1 – Literature Review 40
5.2 – Benefits to the group 42
5.2 – Learning 43
5.3 – Limitations 44
5.4 – Suggestions 45
5.5 – Conclusion 46

6 References and Bibliography 47

7 Annexure 48
7.1 – Questionnaire 48

5
 Executive Summary
Print Media is the printed version of telling the news, primarily through newspapers and
magazines. Through the years, print media evolved to include entertainment, educational
topics and more, instead of only conveying news. Outlook is part of the RAJAN RAHEJA
GROUP which made its beginning in the construction business and after building a huge presence
in the realty market, the group diversified laterally into manufacturing , financial services and
media.

Objective of the Project was:

 Sales generating strategies for Outlook’s Magazines using corporate promotional
activities and online internet marketing.
 Maintaining CRM by studying consumer buying behavior of Outlook Magazines.
 To study the potential of Social Networking sites in order to increase circulation of
Outlook Magazines.
 Role of E-Commerce and CRM, survey of perception and viability of E-Magazines.
 Importance of Customer Relationship Management in Magazine Industry.
 A study on CRM, Role of E-commerce and Related Marketing Strategies.

Target given was Rs.15000 subscription for the period of 2 months and the process used for
selling subscription includes Prospecting, gathering information about a client and the key
decision maker, Pre-approaching, Approaching the interested suspects, Presentation, Proposal,
follow up, Objection handling, settled terms and conditions, Contract and delivery. Giving the
consumer what they want (and the research has the wish list of things that the consumer
would like to see in a magazine subscription) may not always be practical or economically
viable for publishers. Yet to ignore completely what they want, which same publishers seen
inclined to do, is commercial suicide. So, there is an opportunity to turn subscription from a
cold, business transaction into a real relationship from a “contract” into a “service”. When that
happens, then loyalty flows automatically. That is the real subscription challenges for the
industry. The majority of non-subscriber has not actively rejected subscribing, but simply
need more convincing. In addition, gift subscription offers significant growth opportunities,
but consumer awareness of them appears to be relatively low and gifting process could be
made to be more of an “event” and to give the recipient more choice and freedom in their little
selection. Moreover, it was concluded that there are a lot of potential subscribers who need
just a little extra something to make them subscribe.
6
2. Industry Analysis
The print industry is the oldest of all forms in India. Though book publishing consists of a
very small part of this industry but the major portion is held by newspaper and the magazine
industry in terms of the revenue. The various reasons that have increased the growth of this
industry are mainly the robust consumption and rising income levels of the people. This is a
mature industry but every year new magazines have been launching. New titles to focus on
Niche topics for a particular bunch of people (to cater to a particular audience) are launching
heavily. The revenue source for a magazine is mainly subscription, single copy sales and
advertising. “The magazine industry is going through a tough phase in India just like in other
countries. Newspapers have added supplements to their main issue and infringed on the
content covered by magazines earlier. There is still a demand for high quality print content
and magazines need to deliver on that need to avoid losing market share to other mediums. In
addition, they also need to explore and distribute their content on the web and mobile
platforms to give choice to their subscribers to consume content from anywhere and at any
time.”

2.1 Size of the Industry –

 Total publications – 49000

 Industry Revenue - $1.1 Billion

 Market Leader – Times Of India

According to National Readership Survey (NRS) the print industry in India is highly
fragmented due to the large number of local languages. Regional language publications own
46 percent of the market share, Hindi language publications cover 44 percent and the
remaining 10 percent is served by English publications. The primary penetration of English
language magazines currently is in metros and urban centers though the growth is widening
to smaller cities as the education and income levels increase among the middle class. But also
the Average issue readership numbers have been on a decline due to increased competition
from free content on the Internet and Mobile platforms.

7
 Print Media Industry Profile

There are 2 ways of obtaining data to determine readership of any publication:

 National Readership Survey (NRS)
 Indian Readership Survey (INS)

National Readership Survey:

NRS survey’s all media, but especially the print media. This body consists of members from
the INS (Indian Newspaper society) AAI (Advertising Associations of India) and ABC (Audit
Bureau of Circulation).
With the help of systematic sampling over 55000 households are being surveyed with the
formula of the number of households in each town to proportionate to it population. Women’s
and men above 15 are being questioned for about half an hour on the basis of structured
questionnaire.
With the help of systematic sampling it has claimed to be the most readership survey in the
country. It provides the data which is exhaustive (available to clients on computer disks)
readership, radio, as well as degree of duplication among publications and between media.
It investigates the readership of about 80 major Indian publications dailies, weeklies, bi-
weeklies and monthlies-in over 475 towns of 57 regions across the length and breadth of
country.

Indian Readership Survey:

It is one of the largest continuous readership research study in the world with an annual
sampling size exceeding 2.56 lakh respondents. IRS is conducted by MRUC (Media Research
Users Council) and RSCI (Readership Studies Council of India)
It was launched in the year 1995 with an objective of setting and industry standard for
readership and other measurement. It also aims to provide media and product consumption as
well as consumers behavior patterns.
Covering almost nearly 70 cities, 1178 towns and 2894 villages with the coverage being
reviewed before the start of every round.
Above 12 years of age and in urban and rural areas are being questioned.

8
2.2 Major Players in the Industry

9
List of Top magazine publications in India (Major Players):

1. India Today Magazine

2. Filmfare Magazine
3. Business today Magazine
4. Vogue India Magazine
5. Outlook India Magazine
6. Frontline Magazine
7. Digit Magazine
8. ELE Times
9. GQ India Magazine
10.Verve Magazine

1. India Today Magazine:

It is a weekly Indian English news published which is published by Living Media India
Limited. It is highest subscribed magazine in India with a readership of close to 8 million. In
2014, India today also launched a new online site called as daily which provides daily
information about the current situation in the market. It is also published in Kannada, Tamil,
Malayalam, and Telugu. The Lallantop.com is owned by India today and it’s the new-age
Hindi digital news brands in India.

2. Filmfare Magazine:
It was launched in the year 1952. It is a magazine which is published by worldwide
Media, a subsidiary of times group, India’s largest media service conglomerate. It is no 1
lifestyle and entertainment magazine and your daily dose of films awards, celebrity
awards, latest Hindi movie releases and reviews on Filmfare.

3. Business today Magazine:

It is an Indian business magazine published by Living media India limited. It was published
from the year 1992. In the year 2008 Rohit Saran replace Sanjay Narayan in the post. In the
year 2019 the readership of magazine shot up by 14.5% percent to 91.52 lakh beating the
country segment growth of 8 percent.
10
4. Vogue India:
It is the Indian edition of the monthly fashion and lifestyle magazine called
vogue. It is the 17th international edition of vogue and the first edition in south Asia. Vogue
India is published by Conde Nast India Pvt Ltd, a 100% owned subsidiary of Conde Nast
international. It was the first country in India which 100% privatization foreign owned
Conde Nast India in Mumbai and also has office in New Delhi.

5. Outlook India:
It was launched in the year 1995 group named Hathway Investments Private Limited
entered the print media Outlook, a weekly news magazine headed by LT. Vinod Mehta. It is
one of the top 4 selling Magazine selling in India. Further details will be given about this
company in the 3.1.

6. Frontline magazine:
It is India’s National magazine from the publisher of the Hindu. It gets the details of issues
and events which is happening all around the world in the field of politics, economy,
industry, social justice, culture, environment, cinema, art, media.

7. Digit Magazine:
It is best known for personal technology news, views and reviews.Get sound technology
advice on buying products. It also does the work of reading the depth reviews, features and
watch videos on latest mobile phones, laptops, tablets.

8. ELE times:
It provides the comprehensive global coverage of Electronics, Technology, and the
Market. It is leading source of electronics, technology, news, design ideas, articles, learning
center, latest technologies, innovations, and more. It keeps you updated about chips to
software in cloud computing, telecom, networking, computing, and consumer electronics.

9. GQ India Magazine:
GQ India is a leading Men’s magazine that provides the latest style, fashion & lifestyle
trends. It main office is in Mumbai.

11
10. Verve Magazine:
It is one of India’s first and only homegrown women’s luxury lifestyle monthly. Being a
glossy, the emphasis is on paper, printing, processing and aesthetics is intrinsic, but what
have appreciated is quality of content and from the review it has been identified that it is
reader magazine and that’s not anomaly for a good looking glossy.
These 10 were the major players of magazine in the Indian Industry.

Source: www.feedspot.com

12
2.3 Major share of Market Players

2%
13%

Outlook India
37%
today The
week
Others

48%

(fig 2.1)

From the figure 2.1 it can be seen that the India today magazine contributes 48% of market
share in printing industry whereas Outlook contributes about 37% market share in India
market followed by the week 13% and others 2%.
India today magazine from the last two decades has been at the top of the business. With the
variety of business that has created an enviable legacy or trust, leadership and admiration.
Total readership of India today magazine is 15.9 million.
Outlook continues to be in 2nd spot. It lags behind India today with a total readership of 11.3
million. Factors such as late delivery of magazine, low distribution channel, high price of
magazine that’s why outlook is behind India today. Constantly they are trying to improve
distribution channel, offers so they can regain the market.
Week comes 3rd in the market share of just 13% and a readership of 2 million approx. Week
magazine is one and only magazine of week that covers the entire news of India and world
market.
Others magazine like frontline, Forbes India covers 2% of Indian
magazine industry.

13
2.4 INDUSTRY FINANCIALS
Value of the print industry in India from 2007 to 2019 with a forecast until 2022

(fig 2.2)

14
According to statista.com the value of the print industry across India was estimated to be over
296 billion Indian rupees in 2019. This was expected to go up to over 370 billion rupees by
2022, indicating a compound annual growth of just around one percent.

Reasons for the rapid growth in the print media industry:

No language barrier
Publishing businesses are scattered all over the nation and most of them are carried out on
proprietor basis. The idea is to cater to the needs of the local markets and producing titles in
regional languages to deliver news to a nation, where citizens speak more than 20 languages.
In financial year 2018, the print circulation revenue in the south Asian country was led by
the Hindi-speaking market with a revenue of almost 40 billion Indian rupees.
The employment in the sector has also increased over the last decade and was estimated to
cross the 90 thousand mark in 2022.

Read one, read all

Increase in literacy rates across the country has created an interest amongst the young and old
alike to stay up to date with the current affairs of the country and the globe. Dainik Jagran, a
Hindi language daily newspaper had the highest readership in the country with about 70
thousand readers in 2017. Unlike some other markets with more developed digital
ecosystems, the newspaper revenue streams in the nation have not faced serious challenges
from the digital innovations. Nonetheless, senior citizens prefer to keep it old school when it
comes to getting their daily entertainment and information which is likely to keep the ink in
the print sector flowing.

15
2.5 Challenges faced by the industry
 With the Current growth Rate the Indian media and entertainment sector is going to cross
the $40 billion mark by 2021. With the help of digital Media it is going through great
transformation. Government has announced the customs duty exemption on newsprint.
 Despite having these growth symbols, magazine industry in India is going through a tough
phase. The main problem is now people are consuming news and stories either on web
and mobile.
 Presently, India has 49000 publications, but when it comes to revenue is it just $1.1 billion.

Major challenges faced by the Industry:

1. Reduced Revenue:
In this modern era, publisher revenue is going down because the readers are going for
free content and online media. Due to this the print media is going down and there is an ad
blocker on digital magazines.

2. Online Competition:
Increasing online competition is becoming a hectic to the print industry. Readers just get
the updates within a minute. It is a serious problem for magazine to be able to keep up with
all the latest data as the reader gets the news online within a minute using the different app
such as TOI, ECONOMIC TIMES, INDIA TODAY, etc.

3. Regional languages:
Due to various regional languages in India the Indian print industry is highly fragmented.
As per the data regional language cost about 46% of market share whereas Hindi covers
about 44% followed by English 10% publications. English language is limited to metros
region and urban areas but it is increasing day by day in rural cities as the education and
incomes level rise in India is increasing day by day.

16
4. Quality in Print Control:
Nowadays there is only one thing that people want is the quality. They are ready to pay
high price also but one thing they want is “QUALITY”. If they do not stick to the quality
they will start losing the market share to other mediums. Besides it they also need to
explore and offer the content on the website and mobile platforms to present multiple
options to their subscribers to read content from anywhere and at any time.
Due to all this scenario and limited earning opportunities it is becoming tough for the
printing publication.

2.6 Government Regulations:

 The draft regulation of press and periodical Bill, 2019, put out by the ministry of
broadcasting and information on Tuesday governs the printing and publishing industry
in India.
 Registrar of newspaper and magazine is the regulatory body of the information and
broadcasting ministry of government of India, for the registrations of publications
such as newspaper and magazines, which regulates and monitors their printing and
publications based on the PRB act and the registration of newspapers (central) Rules
act 1956.
 In addition to the Registrations of newspapers (central) rules, 1956 Act, there are
many laws which regulates the magazine industry in India. One such act is the PCI
Act. The PCI act 1978 came into force for the purpose of preserving the freedom of
the press and of maintaining and improving the standards of newspapers and agencies
in India. The PCI (Press council of India) is also established under this act.
 The function of the PCI is to helping newspaper and magazine maintain their
independence, build a code of conduct for journalist and news magazine, help
maintain high standards of public taste and foster responsibility among citizens. And
review developments likely to restrict flow of news.

17
3 About Outlook Group

The Rajan Raheja Group is a diversified conglomerate which has interests in sectors such as
building materials (through Prism Cement, H&R Johnson (India) and RMC Ready-mix (India)),
automotive and industrial batteries (Exide Industries), and cable T.V. (Hathaway Cable &
Datacom and Asianet Satellite Communications), financial services (in life insurance and
asset management through joint ventures with ING), publishing (OUTLOOK group), retail
(Globus, H&R Johnson (India) TBK, Food world and Health & Glow), real estate
development, software, petrochemicals and hotels.

In October 1995, group company Hathway Investments Private Limited entered the print
media. OUTLOOK, a weekly newsmagazine headed by Lt. Vinod Mehta, galvanized a
sluggish market reeling under the impact of satellite TV.

OUTLOOK quickly carved a significant niche for itself among discerning readers who value
its in-depth, investigative reporting as well as its stylish visual format. Known to be fiercely
independent, OUTLOOK has shaken the establishment on events ranging from Kargil to
Kashmir to cricket, sensitized the reading public to important issues like big dams,
education and gender, and provided an unremitting focus on South Asian geopolitics.
Today, OUTLOOK is the preferred magazine of 1.5 million readers in India, and sells
more than 11.2 million copies over theyear.

OUTLOOK is one of India's four top-selling English weekly newsmagazines. OUTLOOK's

competitors are India Today & Readers Digest. Currently it has several magazines like
OUTLOOK Business, OUTLOOK Money, Outlook Traveler, Outlook Weekly,
Outlook Hindi, and Outlook Luxury Traveler.

18
Management Staff of Outlook Group:

EDITOR IN CHIEF Krishna Prasad

PRESIDENT& P U B L I S H E R Maheshwer Peri
EXECUTIVE E D I T O R Bishwadeep Moitra
FEATURES E DI TO R Nandini Mehta
FOREIGN EDITOR Ajaz Ashraf
BUSINESS EDITOR Sunit Arora
SENIOR EDITORS Ajith Pillai, Anjali Puri
POLITICAL EDITOR Smita Gupta
BUREAU CHIEF Saba Naqvi Bhaumik
BOOKS EDITOR Sheela Reddy
DEPUTY FOREIGN EDITOR Seema Sirohi
ASSISTANT E D I T O R S Namrata Joshi
SENIOR SPECIAL CORRESPONDENT Anuradha Raman
SPECIAL C O R R E S P O N D E N T Saikat Datta, Nivedita
CORRESPONDENTS Himanshu Kakkar

BUSINESS OFFICE

PRESIDENT Indranil Roy

VICE PRESIDENT Vidya Memon
GENERAL MANAGERS Kabir Khattar
DY GENERAL MANAGER Shipra Mohan Sinha

NATIONAL HEAD Vipul Jain

REGIONAL MANAGERS AnandShirali, ArokiaRaj
SENIOR MANAGERS B.S Johar, KabirKhattar
ASSOSIATE MANAGERS Bobby Mathews

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 3.1 Mission, Vision and Values

MISSION
To deliver superior value to our customers, Shareholders, employees, and society at large.

Build a dynamic team of committed and passionate employees through sustained

learning and grooming.
Develop mutually beneficial relationships with our business partners.

Employ cost-effective processes and thereby create a strong organization.

VISION
 To be a premium global conglomerate with a clear focus on the business

Values
• Integrity
• Teamwork
• High Achievement
• Service Excellence
• Building Shareholder Wealth

20
3.2 SWOT Analysis of Outlook Magazines

STRENGTHS:
 Well organized and experienced staff.

 Innovative and customer oriented products.

 Direct approach to the customer.

 Customer satisfaction.

 Strong distribution network.

 Efficient and fast delivery system Through Blue Dart

 Good subscription gifts.

 Have separate group for Hindi magazines

WEAKNESS:
 Price of some magazines is high.
 They are reluctant in promoting some of their own products.
 It takes four weeks in delivering first copy of the subscriber and two weeks
in case of address change.
 Sometimes Gift is not delivered to Customer as per given time.

OPPORTUNITIES:
 It has many products capturing all sectors information so it has an opportunity
to become a market leader.

 Outlook Weekly is very good and effective magazine. This is the

public – interest magazine.

21
 Outlook has an opportunity to promote its magazine at international
level with international edition.

 OUTLOOK can increase its product line by launching three new magazines,
related to auto industry, magazine for beauty parlors exclusively and
OUTLOOK technology these three can increase the market share of
OUTLOOK

THREATS:
 Existing competitors in the market. Competitors are increasing in the product line.

 India today has already captured the bigmarket share.

 Perception of Readers: Outlook Favors Congress party and most of time

22
3.3 Products and Services of the Organization:

Outlook has different kinds of magazines:

1. Outlook: General Magazine (also in Hindi)

2. Money: Financial Magazine

3. Business: Business Magazine

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 4. Traveler: Travelling Guide Magazine (Outlook Luxury Also)

Outlook Business, in the genuine convention of the OUTLOOK gathering, has as its point
no less a target than the total modify of what has been attempted by the method of business
news coverage in the magazine space. Directed at chiefs, the item centers around significant
business issues and improvements with the end goal of giving clear takeaways – effect and
suggestions for dynamic. An all-encompassing methodology guarantees all impacts on
business: financial, political, and markets driven are inspected.

In July 1998, the Group propelled "Canny Investor" re-initiated as "OUTLOOK MONEY"
starting at 30-Nov-2002, India's first close to home account magazine, which offers sound
techniques for the lay financial specialist, particularly the developing section of salaried
center and upper working class and independently employed experts. Its message is clear and
straightforward: 'Contribute well, get shrewdly, and spend insightfully'. Clearly, that message
has gone down well: the magazine sold as much as 1, 00,000 duplicates a fortnight inside a
year. One of its distinctive attributes is that around 93 percent of perusers hold every single
past issue of OUTLOOK Money.

24
OUTLOOK Traveller is a month-to-month mag from the solid of OUTLOOK Publishing
India Pvt. Limited and the only significant magazine aimed at the journey reader. Every
month due to this fact, June 2001 Outlook Traveller has added readers to the wonders
of unknown locations at the same time as additionally encouraging vacationers to
take a clean have a take a observe acquainted places. Whether humans are making plans a
holiday, or definitely dreaming of one, OUTLOOK in March 2015.

The institution released this magazines passport to the maximum improving and enriching
trips at domestic and abroad. Outlook Traveller Luxe Provides Privileged get right of entry
to to a global of luxurious journey for well-heeled vacationers who want to have fun
with the greatest luxurious globe-trotting experiences.

25
3.4 POSITION OF OUTLOOK IN INDIAN INDUSTRY

Total readership of Magazine as per IRS Research

MAGAZINE IR IRS 2017 IRS 2019

INDIA Today 8013 9152
General knowledge today 3496 3667
The Sportstar 2951 3437
diamond cricket today 2549 2928
Filmfare 2351 2740
Pratiyogita Darpan 1820 1924
Outlook India 1517 1760
The week 1312 1634
Time 1299 1559
Competitive Success Review 1479 1558
(Table 3.1)

From the above table 3.1 it is stated that Outlook India Ranks 7 th in magazine in India. The
India today (in English) continues to dominate in Indian magazine with the highest number of
subscribers reading the magazine. Outlook India ranks 7th due to its price and other
limitations.

26
3.5 Challenge faced by Outlook magazine:

 Majority of enterprises like banking, promoting, and postal help has accepted
computerized channel as membership.

 To be the top rival in the main magazine showcase in India just as in world

 Most of the shopper don't accepting because of the PRICE. It is one of the most
significant explanation behind the buyer in the Indian Market. Not many of the magazine
of Outlook are costly so the buyer in country regions can stand to purchase.

 Printing magazine has significant effect of condition. Over 40% percent of trees reaped
by organizations are utilized to make paper. Printing inks use oil - based fixings which
may have high convergence of unpredictable natural which are known as cancer-causing
agents.

 Competitive examination is likewise one of the difficulties that viewpoint magazine

faces. Viewpoint lies second after India today which is the significant contender to
standpoint.

 Comparing to India today, it comes up short on the circulation channel since India today
conveys its magazine inside about fourteen days while viewpoint magazine takes multi
month to convey.

 Consumer now and again probably won't be content with the late conveyance so they
should be take a gander at their dispersion channel and furthermore the consumer loyalty
simultaneously.

 Printing industry is exceptionally serious, which squeezes item valuing and it can prompt
low main concern overall revenues. It is a high volume business with an extremely low
gross benefit. It results in to high record receivable and creditor liability on a continuous
premise.

27
3.6 Sources of Finance

(fig 3.2)

In the above figure (3.2), it is plainly demonstrated that Advertisement division gives 45%
income followed by Retail (30%), Subscription division (20%) and Events Sponsorships just
5%. Gathering gains most extreme income by distributing ad in their magazines, retail and
membership division together gives great figures to the Group by circling 1.5 million
duplicates. Essentially, little yet successful division, Event sponsorship additionally
contributes by sorting out Award services.

28
3.7 Distribution and Supply Chain:

(fig 3.3)

Two ways of distribution:

1. Subscription (division contributes 20% revenue)
2. Retail (division contributes 30% revenue)

Magazines are delivered to the customers at their doorsteps through dispatch in top 10 urban
networks of INDIA like Delhi, Mumbai, Chandigarh, Ahmedabad, Chennai, Kolkata,
Lucknow, Hyderabad, Bangalore and Pune and for various spots magazines are passed on
through speed post.
For the retail sales, the magazines are printed in NOIDA and the quantity of duplicates or the
print request relies on the necessities of different retail focuses.

29
4 On the Job Training

Objective of the Project –

 Sales generating strategies for Outlook’s Magazines using corporate promotional
activities and online internet marketing.
 Maintaining CRM by studying consumer buying behavior of Outlook Magazines.
 To study the potential of Social Networking sites in order to increase circulation of
Outlook Magazines.
 Role of E-Commerce and CRM, survey of perception and viability of E-Magazines.
 Importance of Customer Relationship Management in Magazine Industry.
 A study on CRM, Role of E-commerce and Related Marketing Strategies.

4.1 Key Results Area:

I, as an intern at Outlook Group was appointed as a Knowledge Jockey in the Sales
department. Now, Knowledge Jockey (KJ) is a profile which is given to interns who not only
promotes the offers of Outlook Magazines but also have sales targets which they have to
achieve within the duration of 60 days. So, my internship program went in a following
manner: Initially, on the first day itself I introduced with Outlook sales team. We all interns
from VESIM four Campus assigned in three teams for the period of May-June and each
team was having 8 KJs who were assigned under a Team Leader). My Team Leader was Mr.
Ajay Patel,
who is an employee in Outlook Group.
As a Knowledge Jockey, firstly my work was to promote Outlook Online Special offers
and for this I have to collect a good database of corporate as well as households and then
personally mail the online offers to their respective mail ids. The work was not only limited
to promote these offers but also to sell the magazines subscription online and I was given a
sales target of Rs.15,000 within a period of 2 months.

1. First undertaking was B2C

2. Second undertaking was B2B

30
The figure (4.1 & 4.2) is the offer and the different kinds of magazine that the viewpoint
India is as of now given to its client. The membership begins from 1 year to multiyear
with a most noteworthy measure of 9549 for a long time and 549 for 1 year. It
additionally gives the rebate to the client and the blessings to the client.

Subscription link: www.subscription.outlookindia.com

31
*Image of the website and buying window of the outlook group assigned to all
the Interns: (fig 4.1 & 4.2) respectively:

OUTLOO TRAVELLE MONEY BUSINESS HINDI

TERM K R MONTHL FORTNIGHTL FORTNIGHTL
WEEKLY MONTHLY Y Y Y

1YEA Rs.1099 Rs.549 Rs.2550 Rs.549

Rs.2499
R Rs.1200 Rs.600 Rs.3400 Rs.600
Rs.3120
2
YEAR Rs.4799 Rs.2149 Rs.1049 Rs.5100 Rs.1049
S Rs.6240 Rs.2400 Rs.1200 Rs.6800 Rs.1200

3
YEAR Rs.6649 Rs.2849 Rs.1449 Rs.7650 Rs.1449
S Rs.9360 Rs.3600 Rs.1800 Rs.10200 Rs.1800

5
YEAR Rs.9549 Rs.4449 Rs.2149 Rs.9999 Rs.2149
S Rs.15600 Rs.6000 Rs.3000 Rs.17000 Rs.3000

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4.2 Job Assigned:

I as an intern was appointed as a knowledge Jockey (KJ) at the Outlook Group. As a

Knowledge Jockey interns we have been given a special link for the subscription of the
Outlook magazine. As a Knowledge Jockey, initially my work was to advance Outlook
Online Special offers and for this I need to gather a decent database of corporate just as
family units and afterward actually mail the online proposals to their separate mail ids. The
work was constrained to advance these proposals as well as to sell the magazines membership
on the web.
The second job assigned was to collect database of 100 companies operating in the Indian
market. After collection of the required data of the companies which includes Company
Profile, E-mail address of the companies and contact number of the HR of the company our
next task was to promote Outlook Magazines in the respective companies by sending them
promotional mails.

4.3 Target Assigned and Target Achieved:

Time Period Target Assigned Target Achieved

18 May to 18 June:
Selling Magazine To To Sell the magazine worth Sold magazine worth
Consumer Rs.15000/ Rs.3294 /
19 June to 18July:
Selling Magazine to Contact 100 companies and Contact 100 companies
companies such as convince them to buy and convince them to
Telecom, Media, IT, etc. the magazine buy the products

(Table 4.3)

During the task given, I approach following people to buy the subscription of the Outlook
which includes my relatives, friends, neighbors, colleagues, etc., initially to make a summary
and after that contacting, convincing and educating them about Outlook and magazines they
offer and taking follow-ups exclusively for the purpose of my sales.

33
Promotional mail which was needed to be send to the Companies:

34
4.4 Sales Process:

Prospecting: During the task given the first step was to make a list to whom I can
approach to buy the magazine. It includes relatives, friends, in my area, companies, banks
etc, then to make a list and after that contacting them one by one and informing and
conveying them about buying the magazine. Gathering information about the client and the
key decision maker: Preferring looking at client information at which magazine customer
is buying and what decision they are taking it to buy the magazine.

Pre - Approaching: The next step is pre approaching i.e. after giving all the information
about the magazine ask them if they are interested to buy the magazine.

Approaching the interesting suspects: The next step is to approach the customer who
are interested in buying the magazine. Giving them all the Information about the magazine
and also the discount and gifts if they purchased the magazine.

Proposal: If the client is interested in buying the magazine then giving them proposal that
what magazine needs to buy, price of the magazine, details about delivery, payment in
advance etc.

Follow up: Once the proposal was offered follow up is required until the decision maker in
the organisation takes the decision regarding the number of copies to be ordered.

Handling Customer Grievances: Various issue regarding lag of delivery, high price of
magazine, offers and discount vouchers all were settled.

Contract: After the customer is satisfy and he is willing to buy the product the agreement is
made with the customer and outlook fulfilling all the terms and conditions.

Delivery: Delivery is made within the one month of subscription. It gives you to access
online mode also by downloading the outlook application, online mode is given free so that
the customer can enjoy both the benefits.

35
SUMMARY:

 My temporary position started with the direction from Ajay Sir. Planning consolidate
the market circumstance and following the particular steps to customer and
relationship to buy the magazine.

 Consistently I was taking follow ups with my friends, relatives, and various contacts,
giving them information about the thing which I was selling and convincing them
about buying the thing.

 As our internship lies between the period of the nationwide lockdown, it was a very
difficult situation for me to convince the customers to buy the magazine on calls and
text messages.

 Some customers were completely unaware of the Outlook magazine and what
subscription based magazine delivery is.

 Customer was giving the data about the various kinds of magazine, for example,
OUTLLOK WEEKLY, OUTLOOK HINDI, OUTLOOK BUSINESS, and
OUTLOOK Traveler. They were likewise informed that the standpoint week by week
will be given once in 15days, and all other magazine will be given once in a month.

 Customers were getting attracted normally to the Rs. 549/ subscription of the Outlook
Magazine.

 Some customers were likewise educated about the ecosystem of a magazine

subscription membership offer and about the endowments.

 After giving all the data about the magazine and membership the following stage was
to be in contact with them and get some information about the magazine in the event
that they are intrigued to purchase magazines.

 If they are keen on purchasing the magazine then I would give them connect and

36
 appropriately the following stage was what magazine client need and educating them
that the installment was distinctly in online mode through net banking, charge/Visas,
g-pay, phone pay.

 Later in my membership interface it will show that one deal has been finished by the
client and 10% commission will be given to me in the wake of finishing my
temporary position.

 The next undertaking was to gather the data about the 100 organizations, email id,
contact number of HR and illuminating them about the organization items, and
persuading them to purchase the magazine.

 It was difficult undertaking as larger part of the occasions the HR would reveal to us
call after at some point, Even in the wake of organizing with HR and educating about
the items this all inquiry is been raised by HR.

 Why would it be advisable for me to purchase your item?

 How it is useful to my association?

 If I purchase your magazine in mass, will I get more markdown?

 What is conveyance date of magazine?

After this procedure the following stage was to give them all the insights regarding the
magazine, the offers, the endowments and cost about the magazine.

37
5 Research and Findings:

Outlook Magazine Print Vs. Digital Growth and Revenue

comparison:

Revenue growth
print newspaper & magzines digital newspaper & magzines

15.00%

10.00%

5.00%

0.00%
in

2018 2019 2020 2021 2022 2023 2024

-5.00%

-10.00%

-15.00%

(fig 5.1)

 From the above diagram we will decipher the information with respect to the print
paper and magazine and furthermore the computerized magazine and paper from the
year 2017 to 2024.

 In the year 2017 the printing business income was $185294m out of which
$158476.5m was from print paper and magazine $26818 was from computerized
magazine industry.

 In the year 2018 the printing business income was $182578m out of which
$154474.5m million was from print paper and magazine was $28103.9m was from
computerized magazine and paper. Income development of print industry is - 2.5%
while that of advanced magazine is 4.8%.

38
 Well from the above information it very well may be foresee that the income of
printing industry is continually tumbling down and same can be perceived for the
print paper and magazine while from the chart it can likewise be seen that the income
of computerized magazine is expanding.

 In the year 2020, due to COVID 19 pandemic, the income of printing industry has
gone somewhere around 9.7% roughly to 161490. Print industry will endure lost -
11.35%while the computerized magazine will endure lost - 1.89%.

 Due to COVID 19 pandemic it very well may be seen that the income of printing
industry is going down while the print business is consistently going downtrend and
yet computerized membership of magazine has expanded as it very well may be seen
that individuals these days are utilizing the innovation and they don't trust that the
magazine or paper will convey. They will simply open the application and will scan
for news and they will understand it.

 The estimation is made till the year 2024 with the ascent of computerized membership
and tumble down of print industry with the idea of eco-accommodating and
individuals are moving it with innovation.

39
5.1 LITERATURE REVIEW

Magazines are a vehicle for amusement and tattle as well as give us news and data around a few
things. It is one of the most seasoned perusing modes of news and diversion. In any case, current
purchasers structure a troublesome "moving objective" time – pressure, hard to characterize and
describe less brands steadfast and regularly needing clashing things from their lives and their item
utilization.

They comprehend what distributers are after and they perceive that the responsibility of a
membership as a genuine worth and they need something consequently. In light of deals age it was
broke down that the magazine showcase rides a wide holy messenger of magazines types where
the buying design change significantly from part to segment. The accompanying discoveries were
found: Subscription buying has gotten a lot more grounded among men than ladies, reflecting
maybe the move into ladies' frail carries on with away from the month to month part. It was seen
that greatest membership purchasers were men above 23%of ladies purchased the magazine
indicating a drop in ladies purchasers.

Competitive Analysis:

2%
13%
Outlook India today The week
37% Others

48%

(fig 5.2)
Outlook lies second after India today which is the significant contender to
Outlook. India today has its magazines in all sections which make it a tuff
40
contender. Though it drives The Week and other brand which are very a long

41
 way from Outlook in execution.

Conclusion depends on various Psychographic factors of various clients of

Outlook magazines, some are of various age clients, some are of various
exercises after this all have diverse understanding style and reason. After
investigation the condition we can decide and discover their evaluations and
positioning on the scale.

 We can easily categorize of outlook customers after knowing their AOI.

 Mostly customers prefer outlook Hindi Here

 Mostly customers prefer subscription rather than purchase of magazines.

 Services are found good.

 Fashion magazines are mostly preferred by women.

 Finding groups of customers to take their survey can sometimes be a challenge.

 To find prospects, visit Web sites, newsgroups, forums and listservs, or contact
non-competing companies that share your prospective target market. For
example, if you own a health food store, you may contact a local health club to
ask them if you could conduct surveys of their clients on their premises. In
exchange for them allowing you to take advantage of their space and goodwill,
you could offer there. clients some sort of cross-promotional item.

42
5.2 Benefits to the Group:

Strong and experienced labor will take the Group to the new statures.

Good product offering will draw in more clients and increment readership.

Customer criticism overview may take the Group right way; every organization should

remember the essential needs of a standard man on the off chance that it needs to develop.

International tie-ups will help the Group in expanding its piece of the overall industry.

Tie-ups with great brands help in building positive picture and make the Group trustful.

OUTLOOK Group is going to dispatch scarcely any more sites, where perusers will have

the option to see their present release or past version too. At the present time the Group

has just four sites.

Summer understudies help the organization in expanding deals: In first and second

quarter, organization delegates school assistants, who are extremely eager and centered

towards their work. Besides, organization dispatches Bonanza offers during this period.

43
5.3 Learnings:

i. Identified the workplace of the Print Industry, how they work, how the items are
provided and the job of the deals in the organization.

ii. Knowledge of PESTEL investigation powers on dynamic.

iii. Ability to persuade a client and attempt to make a situation in their psyche.

iv. Ability to chat with B2B and B2C clients and distinguished what the client and
association need.

v. Got the opportunity to arrange with proficient individuals working in the organization
during the second assignment.

vi. Analyzing the need of client's inclination was the significant learning.

vii. Ability to apply information and abilities to genuine involvement with a temporary job.

viii. Ability to investigate the issues and give arrangements dependent on basic assessment
of data.

ix. Learnt the market procedures of the organization and how to grow in the market in
given region, how to make client fulfilled and client mindfulness through testing of
items.

x. I likewise figured out how to manage individuals and control my understanding level
which is a significant fixing in market to endure. Confronting a wide range of
individuals help me to embrace myself in various circumstance.

xi. Likes of purchaser purchasing behavior, organization culture, which is imperative for
making due in advertise.

44
5.4 Limitations/Restrictions:

i. Magazine don't reach on scheduled time.

ii. Few of customers that I have attempt to persuade them to purchase the magazine
were not happy with the cost of the magazine. Magazine cost was high because of
that they didn't buy the magazine.

iii. Most of the time upsetting traffic, COVID19 circumstance it was confronting
deterrent in doing the task.

iv. Client’s observations towards magazine and faithfulness.

v. Due to COVID19, printing industry needed to stop print and that effect in conveying
the magazine. Typically it takes 1 months to convey, yet now they had advised to
customers that when the printing will begin they will begin conveying the item.

vi. Due to this, customers Is not happy with the administrations gave by standpoint
magazine as they are additionally not satisfactory will the membership of customers
be expanded or not.

vii. In correlation with other magazine organizations, standpoint slacks in dispersion

channel since India today conveys magazine inside about fourteen days while
viewpoint takes a month time.

45
5.5 Suggestions

• Company ought to be accentuation on increasingly powerful notice.

• The most significant assignment is that organization should give its need to inclusion.
In the event that the organization could cover main residences, urban areas and towns
then it will make their more magazines perusers.

• The organization should upgrade vits mindfulness among numerous individuals by

versatile street shows: open air publicizing in neighborhood and national papers just
as more sort of promotions on prime time on TV slots for various utilizations
fragments. Such a significant number of individuals may come to think about the
administrations of the magazines and can turn into an endorser of the organization.

• The strategy or organization ought to be basic. What's more, bring more

straightforwardness.

• The organization ought to update advertising division around workplaces to serve the
endorsers too for the organization.

• Company ought to choose a few administrators to make solid associations with client.

• Follow Up is pivotal for any call and thus ought to be done completely by the
business official. As magazines is certifiably not a basic item for any association and
must be pushed for deals, henceforth if normal and careful follow-up isn't done, the
customer may before long free enthusiasm for the item and overlook it. Subsequently,
the business official should attempt to keep up a relationship with the customer and
seek after him with incredible intrigue.

• There ought to be an arrangement of Daily Sales Report (DSR) to improve effectiveness

of the business official. Since a business official goes on a normal on 4-5 calls, there
ought to be a framework wherein he should return and record every single detail
identified with the bring in a DSR.

46
 CONCLUSION

Digital magazines will be blast as of late. Organizations should begin dealing with it to
keep up a situation in printing market.

People who had not purchased magazine, they have not completely rejected magazine
but they need more simply convincing.

Reasonable premiums identified with business are powerful. They increment

preliminary membership, and we can sell all the more proficiently.

Toward the end it was even more a potential supporter who simply need some
additional time for membership, they increment preliminary membership, and we can
sell more magazine effectively.

47
6. References & Bibliography:
 Outlookindia.com
 National readership Survey
 India Readership Survey

Website Visited:
www.outlookinida.com
slideshare.com
scribd.com
www.statista.com
www.wikipedia.com
www.youtube.com/dan-lok/

48
7. Annexure

7.1 Questionnaire

1. Name:

2. Age group
() 15-25
() 26-35
() 36-45
() 45 years & above

3. Gender
() Male
() Female

4. Education
() Under Graduate
() Graduate
() Post Graduate
() Doctorate

5. Employment
() Student
() Self-employed
() Employed
() Home- maker
() Retired
() Others

6. Which mode of advertisement would be preferable for

magazine? () Television
() Hoardings

49
() Social Media
() Any other

7. How do you refer prefer to read online

magazines? () Always
() Often
() Sometimes
() Seldon
() Never

8. Which type of Magazine do you prefer

reading? () Business/ Industrial Magazines
() Financial Magazines
() Current affairs/ political Magazines
() Education Magazines
() Tech Magazines
() Auto Magazines
() Other

9. Which company magazine do you prefer to

buy? () Outlook magazine
() India Today
() The week
() Harvard Business
() Forbes
() Frontline Magazine
() Time Magazines
() Other

10. Have you subscribed to any magazine?

() Yes
() No

50
11. For how many you are subscribing to
Magazines () 0-2 years
() 2-4 years
() 4-6 years
() 7 years & above

12. Why do you read Magazine?

() To relax
() To Educate
() To Entertain
() Others

13. How much you would pay for

magazines? () 550-750
() 751-1000
() 1001- 1250
() 1251- 1500
() Above 1500

14. What important factors motivate you to like a

magazine? () Brand Image of publishing Image
() Great designs& heavy stories
() Regular updates on your favourite topics
() Reviews & forums
() Maximum discounts & free gifts offered.

15. Would you invest your time to read a magazine that provides unbiased news coverage and
investigation exploration of popular culture as well as the exploration of more than non-
mainstream topic?
() Yes
() NO

51
16. What do you a reader think that can be improve in publishing a magazine?

17. Do you have any other comments, concerns, questions, or concerns? Please specify.

52