SUMMER INTERNSHIP REPORT

Product and Brand management of Outlook

A report submitted towards the partial fulfilment of the requirements of the two years full-time Post
Graduate Diploma in Management.

Submitted by: SANSKAR SAXENA

Post Graduate Diploma in Management
Roll No: PGP24221
Session: 2022-2024

FOSTIIMA Business School

HAF-1 , Sector -9 , Dwarka, New Delhi-110077
 ACKNOWLEDGEMENT

I would like to express my sincere gratitude and appreciation to all those who have contributed to
the successful completion of my summer internship report.
First and foremost, I would like to thank my Team leader, Mr. Bhuvan Thapa, for providing me
with this valuable opportunity and for guiding me throughout the internship period. Your
expertise, support, and constructive feedback have been instrumental in shaping this report and
enhancing my professional growth.
I would also like to extend my thanks to the entire team at Outlook for their warm welcome and
for creating a conducive learning environment. The interactions and collaborative efforts with
my colleagues have been invaluable in broadening my understanding of the industry and
developing my skills.
I am indebted to all the professionals and experts who generously shared their knowledge and
insights with me during interviews, meetings, and workshops. Your expertise and willingness to
help have significantly enriched my understanding of the subject matter.
Furthermore, I would like to express my gratitude to my fellow interns for their camaraderie,
support, and the exchange of ideas. Our shared experiences and discussions have been inspiring
and have contributed to the overall success of this internship.
In conclusion, I am deeply grateful to everyone who has played a role in shaping my summer
internship experience and assisting me in the preparation of this report. Your contributions have
been invaluable, and I am truly honoured to have had the opportunity to work with such talented
individuals.

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 DECLARATION

I Sanskar Saxena, PGP24221 of FOSTIIMA BUSINESS SCHOOL, DWARKA DELHI

hereby declare that the work described in the enclosed report is my original work done under
the Guidance of Mr. Bhuvan Thapa sir and Mr. Sunil Kala sir for a period 9 weeks.

I also confirm that where ever I have used text or data from any other source I have duly
acknowledged the same. Also the report is a true reflection of actual work done by me during
my Summer Internship Program.

17th June 2023 Sanskar Saxena

PGP24221

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 EXECUTIVE SUMMARY

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. The magazine division of Outlook consists of
OUTLOOK INDIA, OUTLOOK MONEY, OUTLOOK TRAVELLER, OUTLOOK HINDI &
OUTLOOK BUSINESS

The Outlook Group is one of the best publishing houses in India. Outlook is a well-known
brand which is appreciated all over the world. Outlook is owned by Mr. Rajan Raheja and is
being published in Delhi since 1995 by the Outlook Group with Mr. Vinod Mehta as the editor
in chief. Currently Mr. Rajesh Ramachandran is the editor in Chief. Outlook has its branches in
New Delhi, Kolkata, Bangalore, Mumbai, Chennai and Hyderabad, with New Delhi being the
head office of the Outlook Group. It is one of the top magazine publishing company in India
blessed with talented editorial team. The magazine is known for its unbiased content and
portfolio. Outlook English (weekly) which is the flagship magazine of Outlook Group secured
7th most read English magazine in India (Indian Readership Survey 2017).

Like its other peers, the company is also a victim of sudden trend change in the world. The
company is struggling to compete with its substitutes like TV, internet and newspaper. The
company incurred a huge loss of Rs 7.8 crore in FY2017. The company have taken some
actions like introducing digital magazine and increasing social media presence. The company is
going through some major flaws in its subscription department. The problems like late delivery,
repetitive calls and miss-commitment are degrading the company’s goodwill in the market.
Internship is very essential for every MBA student as it gives a glimpse of corporate culture to
a student. In this internship at Outlook Publishing (India) Pvt. Ltd. we learnt the practical
application of the marketing approaches. The title of this internship was “PRODUCT AND
BRAND MANAGEMENT OF OUTLOOK”

MAGAZINES”. The interns were responsible for bringing business for the company in form of
subscription sales. The company has provided all the basic digital infrastructure to its intern so

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 that they could work on that. Interns generate sales for the company through cold calling, field
visits and email marketing. The only thing which makes this internship unique from others is its
internship structure which allows an intern to think and execute the task in the way he/she wants.

The interns at Outlook Group feel as they’re the integral part of the organization. The interns
are also rewarded with 10% commission on every sale they convert. Apart from this, interns are
supposed to address the customer’s grievances and resolve them. The interns are exposed not
only to just sales, but also marketing. This internship indeed requires hard work and dedication
as selling a product which isn’t a necessity is difficult.

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 choicer 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.

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 TABLE OF CONTENT

S. No Title Page No.

1. Executive Summary 4

2. Chapter 1: Introduction To The Project 7

3. Chapter 2: Industry Profile 9

4. Chapter 3: Company Profile 12

5 Chapter 4: Product Description 14

6. Chapter 5: Supply Chain 17

7. Chapter 6: 4 P’s Of Marketing 18

8. Chapter 7: Competition 19

9. Chapter 8: SWOT Analysis 22

10. Chapter 9: Marketing Strategies Adopted 24

11 Chapter 10: Literature review 25

12. Chapter 11: Learning From Internship 26

13. Chapter 12: Limitations 27

14. Chapter 13: Suggestions 28

15. Chapter 14: Conclusion 30

16. References & Bibliography 31

17. Annexure 32

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 CHAPTER 1: INTRODUCTION TO THE PROJECT

Generating sales in any company is the most interesting and most difficult part. It requires to
analyse the consumer behaviour so that we can make our services according to their needs. We
have to design our sales promotion strategies in such a way the maximum people are attracted by
it. In our 45 days’ internship we have cold calling, field visits, Email marketing, follow up and
many things that include most of the above said techniques and strategies which have made our
product (OUTLOOK MAGAZINES) a market leader.
We have products which cater to each and every segment of market e.g. Outlook English,
Outlook Money, Outlook Hindi, Outlook Business and Outlook Traveller.

Outlook group was started in 1995 since then it has established itself in the market of print
media. They have been also successful with different products they have launched in addition to
their basic magazine outlook English. Outlook also has a very dedicated site which gives a very
good insight into the outlook group.
The internship program at Outlook Magazines is properly designed. It includes all the
fundamental activities which brings business for the company. The activities which were
performed on daily basis and were the integral part of the internship program. These includes-

 Solving subscriber’s grievances: The problem faced by the existing subscribers are being
Addressed and all attempts are made to resolve them.

 Data Analytics: This includes analysis of the 500’s of data every day and finding the prospects
out of it. This is an important activity as it gives a brief about the subscribers
buying patterns.

 Drafting mails & quotations: This includes drafting mails to the customers and prospects
accordance to their requirement and also preparing quotations and Performa invoice
whenever required.


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 CHAPTER 2: INDUSTRY PROFILE

Print Media, as anyone can understand is one of the most important factors coming through
in the way a nation works. Newspapers, magazines, books etc. are ready by a lot of people
and are certainly one of the most trusted mediums of National and International News.

India has a vast array of Print Media with Thousands of Magazines and Newspapers in
circulation. Top Notch Journalism, great reporting, press unity and a very strong network
is what makes Print Media so much of a success even today in the age of Television and
the Internet. It is also said that Print Media also helped literacy and undoubtedly the
General Knowledge of the average person in India.

The newspaper with the largest Circulation in India is Dainik Jagran, having near about
Two million readers. Next comes Times of India, an English newspaper, followed by
Dainik Bhaskar, another Hindi Newspaper.

The Indian Media and Entertainment (M&E) industry is a sunrise sector for the economy
and is making high growth strides. The Indian M&E industry is on the cusp of a strong
phase of growth, backed by rising consumer demand and improving advertising revenues.
The industry has been largely driven by increasing digitization and higher internet usage
over the last decade. Internet has almost become a mainstream media for entertainment
for most of the people.

Indian media and entertainment (M&E) industry grew at a CAGR of 12.25 per cent from
2011-2017; and is expected to grow at a CAGR of 11.6 per cent to touch Rs 2,032 billion
(US$ 31.53 billion) by 2020 from Rs 1,308 billion (US$ 19.46 billion) in 2016.The
industry provides employment to 3.5-4 million people, including both direct and indirect
employment in FY 2017.

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 The print industry accounted for the second largest share in M&E to reach Rs 303 billion
(US$ 4.66 billion) in 2017, with a CAGR of 7 per cent till 2020. The Print market is
expected to reach US$6.69 billion by 2021. Increasing income levels and evolving
lifestyles have led to robust growth in niche magazines segment.
India is one of the highest spending and fastest growing advertising market globally. The
Indian advertising industry is projected to be the second fastest growing advertising market
in Asia after China. At present, advertising revenue accounts for around 0.38 per cent of
India’s gross domestic product. Advertising expenditure in India is expected to grow 13 per
cent year-on-year to Rs 69,346 crore (US$ 10.71 billion) in 2018 and Rs 1.07 trillion (US$
16.70 billion) by 2020. The Indian digital advertising industry is expected to grow at a
CAGR of 32 per cent to reach Rs 18,986 crore (US$ 2.93 billion) by 2020. Print was the
largest contributor, accounting for 38.11 per cent of the advertising share in 2016 and is
projected to be 40.7 per cent in 2017. Print media and television together contributed for 76.2
per cent of total revenue from advertising in 2016.

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 CHAPTER 3: COMPANY PROFILE

RAJAN RAHEJAGROUP

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), 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.

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 OUTLOOK: In October 1995, group company Hathway Investments Private Limited
entered the print media. OUTLOOK, a weekly newsmagazine headed by 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 the year.

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 CHAPTER 4: PRODUCT DESCRIPTION

Outlook Weekly: Outlook, India’s most exciting weekly newsmagazine covers the
entire spectrum of issues from current affairs, business, sports, lifestyle, technology,
international affairs etc. Outlook gives you a holistic picture, insightful analysis and fresh
perspective 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. Today, Outlook is the preferred magazine of 1.5 million readers in
India, and sells more than 11.2 million copies over the year.

Outlook Hindi: Outlook Hindi, a weekly newsmagazine, was launched in October

2002 to establish significant presence amongst the vast Hindi reading audience. The
product targets the evolved Hindi reader keeping their interests, realities & aspirations in
mind. Outlook Saptahik retains the core strengths of Outlook with objective, fiercely
impartial and bold journalism, while brandishing its own identity through a strong parallel
editorial. The magazine is empathetic to its target audience & is not a translation of its
English counterpart.

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 Outlook Traveller: Outlook Traveller is India’s No. 1 Travel Magazine. This is a
monthly magazine which covers domestic & international tourism, getaways,
cuisines and holiday planning. Every month since June 2001 Ooutlook Traveller has
introduced readers to the wonders of unknown destinations while also encouraging
travellers to take a fresh look at familiar places. Whether people are planning a holiday,
or simply dreaming of one, Outlook Traveller continues to take them closer.

OUTLOOK BUSINESS: Another magazine by Outlook which covers the business

news, interviews of business tycoons, the new jobs in offerings. This magazine is most
preferred by Business Schools, business professionals, businessman etc. This is
fortnightly magazine by Outlook. OUTLOOK Business, in the true tradition of the
OUTLOOK group, has as its aim no less an objective than the complete rewrite of what
has been tried by the way of business journalism in the magazine space..

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 Outlook Money: In July 1998, the Group launched "Intelligent Investor" re-christened
as "OUTLOOK MONEY" as of 30-Nov-2002, India's first personal finance magazine,
which offers sound strategies for the lay investor, especially the growing segment of
salaried middle and upper middle-class and self-employed professionals. Its message is
clear and simple: 'Invest well, borrow wisely, spend smartly'. Evidently, that message has
gone down well: the magazine sold upwards of 1, 00,000 copies a fortnight within a year.

The main proposition of outlook on which they compete with other brand is the distribution
channel. Copies were send to the press for publishing on Friday night and on Saturday morning it
was boarded from airport and send to all major hubs through metro’s as well as tire 2 and tire 3
cities from where copies being distributed to vendor, news stand, hawker. Moreover, outlook has
a hub in top ten metro cities where the magazine is delivered directly to the individuals. Other
than this they use postal authorities for timely delivery of magazines. Metro cities include:
NORTH-Delhi, NCR, Chandigarh and Lucknow.
WEST- Ahmadabad, Mumbai, and Pune.
EAST- Calcutta.
SOUTH- Bangalore, Hyderabad and madras.
Based on the place where offices are located company simply uses courier delivery
services rather than postal services. Earlier outlook uses to outsource courier services
now they had a contract for job outlook magazine. All magazine is delivered personally.
Other than this places like Kota, Jaipur, Manesar and Agra where there are no offices
magazine are delivered through local post if not delivered properly than it is being send
through UPC a registered service so that it reaches on time.

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 CHAPTER 6: 4 P’S OF MARKETING

PRICE: -
The pricing is decided on analyzing the competitors pricing strategy. Even a slight
decrease in price account for high profit. The price of outlook magazine varies for Rs
25(outlook) to Rs 100(Marie Claire) depending on the money invest for each magazine
and seeing the target market. Subscription offer have to be a mode to save so they are a
value for money as it’s cheaper than individual magazine with a marked difference.

PRODUCT: -
The company defines each product according to various segments and is trying to cover
each segment. Magazine like MARIE CLAIRE aim women and girls of elite and middle
class. At the same time magazine like outlook money and outlook business aims at
corporate world and working class. Outlook saptahik is mainly for people with limited
access to English. Every product aims at a particular target market and age group.

PLACE: -
Place is selected according to the product keeping in mind its target market and the age
group. Magazine that have high probability to be sold among the elite class are target to
malls etc, whereas health and fashion magazine are targeted to saloons, fitness clubs and
spa. Travel magazine are generally targeted towards airports, car rentals etc. The place of
selling affects the sales tremendously.

PROMOTION: -
Outlook India adopts a promotional strategy that aims at organizing events in malls and
offering free subscription as gift. Hoarding, banner and new plan are a great way adopted
by outlook to promote their magazine. It aims at shelter, airport for its promotion and
advertising as mass crowd present in these areas.

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 CHAPTER 7: COMPETITION

MARKET SHARE

OUTLOOK 25%
INDIA TODAY 32%
BUSINESS TODAY 12%
OTHERS 31%

MARKET SHARE

12% 32%

OUTLOOK
INDIA TODAY
BUSINESS TODAY
OTHERS

25%
31%

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OUTLOOK Quarterly Sales
Apr - Jun Jul - Sep Oct - Dec Jan - Mar

22%
29%

13%
35%

Fig. 1

In fig. 1, OUTLOOK quarterly sales doughnut is being described and it is observed that
nd th
during 2 quarter (Jul – Sep) and 4 quarter (Jan – Mar) maximum revenue is earned
reasons thereof are as follows:
st nd
1. In the middle of 1 and 2 quarter, company appoints college interns, who are
really enthusiastic and focused towards their work. Secondly, company launches
Bonanza offers during this period.

2. During last quarter, every employee gives his/her best performance to achieve the
annual targets and company earns maximum profit through its Subscription &
Retail division’.

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 SOURCES OF FINANCING

SUBSCRIPTION DIVISION
20%

ADVERTISEMENT
45%

RETAIL DIVISION
30%

EVENT SPONSORSHIP
5%
Fig. 3

In fig. 3, it is clearly shown that Advertisement division gives 45% revenue followed by
Retail (30%), Subscription division (20%) and Events Sponsorship i.e. only 5%. Group
earns maximum revenue by publishing advertisement in their magazines, retail and
subscription division together gives good figures to the Group by circulating 1.5 million
copies. Similarly, small but effective division, Event sponsorship also contributes by
organizing Award ceremonies.

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 CHAPTER 8: SWOT ANALYSIS

STRENGTHS:

 Eleven different magazines which cover each and every segment


of the market and fulfill the
needs of different age group belonging to different sectors.


 Exclusive photography
and articles, OUTLOOK does not copy the content from internet and
paste in its magazines.


 Co - promoters of international

magazines like - Marie Claire, GEO and News week
with reasonable prices.


 OUTLOOK has well organized and experienced


man power, which approach
directly and indirectly as well, to the readers.


 OUTLOOK
has set up its own strong distribution channel, which circulate 1.5 million copies
in INDIA.


 OUTLOOK
gives you multiple times address change flexibility and charge nothing for
the service.


 OUTLOOK is known for its range of magazines, subscription offers (also available with

internet edition) and on the spot delivery of the gifts which one cannot ignore.

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 WEAKNESSES:

 It takes four weeks


in delivering first copy of the subscriber and two weeks in case of
address change.


 If gift is not delivered by the executive then OUTLOOK takes two months

of time in delivering the gift.

OPPORTUNITIES:

related OUTLOOK can increase its product line by launching three new magazines,
to auto industry, magazine for beauty parlor’s exclusively and OUTLOOK

technology these three can increase the market share of OUTLOOK.


 OUTLOOK has an opportunity to promote its magazines at


international level with international edition.

THREATS:

 Strong competition - number of International Brands are coming to India and


competing for the market share by increasing the product line,


 Perception of readers’, OUTLOOK favors Congress party and does


not write anything against the party.

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 CHAPTER 9: MARKETING STRATEGIES ADOPTED

1. Mass impersonal selling methods (Advertising).

Pull Blend.

2. Face to face personal selling (Salesman ship).

Push Blend.

Both of these are closely related to the Channel of Distribution.

1. A Pull Blend is one in which mass impersonal, sales efforts are given the greatest
emphasis. The purpose of pull blends to pre-sell to the final consumers so that they
demand the product at the retail level of distribution.
The firm adopting this strategy would spend more on advertising and
sales promotion rather than in personal selling.

2. A Push Blend emphasizes personal selling. Naturally firms adopting this method
develop a strong sales force at both the distributor and the dealer level; this method
would tend to push the product through the channel of distribution.

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 CHAPTER 10: LITERATURE REVIEW
Serial I

Title - Brands, Brand Management, and the Brand Manager System

Authors – George S Low and Ronald A Fullerton

Description - According to the authors, the brand manager system was introduced much later
after the leadership of branded products was established, and its adoption followed a
conventional adoption curve pattern. Over the past few decades, the system has demonstrated
remarkable adaptability to varying firm and marketing environments. Finally, the authors
evaluate the probable fate of brand management in the current rapidly changing environment.
Outcome - The outcome statement highlights that the authors establish six theses regarding the
development of brand management, its implications, and its adaptability to varying firm and
marketing environments.

Recommendation – There should be more Investment of resources in the Research field to get
better understanding of the Brand manager system

Serial II

Title - Brand Management Through Narrowing the Gap Between Brand Identity and Brand
Reputation
Authors – Leslie de Chernatony
Description - The traditional models of brand management fail to adequately recognize the role of
employees as brand ambassadors, instead prioritizing external factors such as image. This study
investigates the substantial contribution of staff and highlights the need to align their values and
actions with the desired brand values. The research underscores the significance of culture in brand
development and emphasizes the importance of an adaptable, strategically suitable culture that is
consistently evident across the organization, which is likely to promote healthy brand performance.
The proposed model contends that stronger brands emerge from a uniform brand identity with
compatible identity components. It posits that reputation, rather than image, is a more appropriate
external evaluation of a brand. Through assessing the gaps between brand identity and brand
reputation, managers can devise strategies to minimize inconsistencies and build more potent brands.
Ultimately, the research concludes that brand reality is a critical aspect of branding

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Outcome - The outcome stresses the importance of brand reality and a more holistic approach to
branding that accounts for both internal and external factors.
Recommendation – Focus on building brand reputation rather than just image

Serial III

Title - Brand management in the era of fake

news Authors – Adam J. Mills, Karen Robson

Description - Brand value is increasingly threatened by fake news stories; the purpose of this
paper is to explain how narrative response can be used to mitigate this threat, especially in
situations where the crisis is severe and consumers are highly involved.

Outcome – This paper can be used to help brand managers respond to fake news stories when
rational appeals fail.
Recommendation – There should be some more point to add in the Practical efforts

Serial IV

Title - Brand Management in Small to Medium‐Sized

Enterprises Authors – Julie Napoli, Pierre Brehon

Description - While there is a considerable amount of literature on brand management for large
organizations with established brands and significant marketing budgets, there has been no
research conducted on branding in small and medium-sized enterprises (SMEs). The purpose of
this study is to investigate the extent and nature of brand management in SMEs. The study
reveals notable variations between small and large organizations in nine out of ten brand
management dimensions identified in Keller's brand report card. Additionally, specific brand
management approaches have been linked to business performance in SMEs. The study
highlights its implications, acknowledges limitations, and suggests directions for future research.
Outcome - Brand management in small and medium-sized enterprises (SMEs) and found
significant differences between SMEs and larger organizations in their brand management
practices along nine out of ten dimensions.
Recommendation – SMEs should focus on building strong brand equity by developing a clear
brand identity, communicating their unique value proposition, and establishing a consistent
brand image across all touchpoints.

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Serial V
Title - Brand Integration
Authors – Emmanuel Mogaji
Description - Having a brand identity is insufficient. The creation of a great logo is not the end of
brand management. Brands must ensure that their brands are adequately integrated and visible to
their target audience. This chapter delves into brand integration, which is a constant process of
bringing the brand into the conscious awareness of important stakeholders. In some situations, it may
be referred to as a brand advertisement or integrated marketing communications, however the goal is
not necessarily to sell or promote, but rather to raise consumer and stakeholder awareness. We will
look at several important reasons why brands may not have been properly integrated, such as brand
location or structure. We will look at several important reasons why brands may not have been
properly integrated, such as brand location or structure. We will also explore the advantages of brand
integration, as well as ten essential techniques to facilitate this integration so that you can reap the
rewards. We go beyond advertising in this section to incorporate personnel and corporate duties.
Without a question, brand integration is a critical activity that can be time-consuming and labour-
intensive. This chapter highlights individuals who are in charge of integration, those who are the
targets of integration, and, most significantly, the major integration concerns.

Outcome - They will be able to identify potential obstacles to brand integration and implement
ten essential techniques to facilitate effective brand integration. Furthermore, readers will gain
insight into the individuals responsible for brand integration and the major concerns that must be
addressed to ensure successful integration.

Recommendation - Ensure that your brand message is clear and consistent across all channels,
including advertising, social media, and employee communications. This will help create a
strong and memorable brand identity that resonates with your target audience.

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Serial VI
Title - Ethical Branding
Authors - Emmanuel Mogaji

Description - Doing business the correct way is critical, yet the question frequently arises: What
is proper? Ethics is not something that should be overlooked or treated as an afterthought. Ethical
behavior should be integrated, innate, and deliberate. It should be fully interwoven with the
brand's activities. This chapter will concentrate on business ethics, which includes ethical
branding, rather than consumption ethics, which explains how consumers interact with products
based on their ethical principles. This chapter delves more into what ethical branding is and what
brand ethics are, as well as some common misconceptions.

Outcome - The chapter will also discuss the justification for brands to prioritize ethical practices,
even if they are expensive, and provide guidance on how to implement ethical branding as a
long-term strategy.
Recommendation - Examine common myths regarding ethical branding: Many people have
misconceptions regarding ethical branding, such as a belief that it is only appropriate for well-
established enterprises or that it is too costly for startups. You may bust these myths and clarify
how ethical branding can be advantageous for businesses of all sizes.

Serial VII
Title - Brand Extension
Authors - Emmanuel Mogaji
Description - A company that has built up consumer trust, has been established for a while, and
excels in both product innovation and service excellence may opt to expand its reach. The
company can expand on its current name or create a new brand name to produce distinct or
connected items and enter a new market. we'll look at how companies might introduce a new
product in the same or a different category by using the leverage of an established brand name in
that area. For brand managers, recognizing the potential for leveraging is equally crucial.
Knowing when to make the plunge and commit to a financial choice is crucial.
Outcome - The passage discusses the strategic decision of brand extension and emphasizes the
importance of leveraging the existing brand's goodwill and reputation. It also highlights the
financial and human resources implications and the critical considerations for brand managers.

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Recommendation - Explain the potential risks and drawbacks of brand extension, such as the
dilution of the original brand and cannibalization of sales.
Serial VIII

Title - Brand Management in Small to Medium‐

Sized Enterprises Authors – Pierre Brehon

Description – Although there is a substantial body of literature focusing on the critical activities
involved in brand management for larger organizations with wellestablished brands and
substantial marketing budgets, no research has been conducted to examine branding within small
to medium sized enterprises (SMEs). As a result, the current study aims to analyses the nature
and extent of brand management in a SME environment. The results demonstrate that there are
significant disparities between small and large organisations in 9 of the 10 brand management
criteria reported in Keller's brand report card. Furthermore, several brand management practices
are linked to commercial performance in SMEs. The study's implications are discussed, as well
as its limits and future research objectives.

Outcome - The study aimed to evaluate brand management within small to medium-sized
enterprises, highlighting significant differences between small and large organizations along 9 out of
10 brand management dimensions reported in Keller's brand report card, Recommendation
- Discuss the implications of the study for SMEs, such as providing recommendations
for improving brand management practices to enhance business performance.

Serial IX
Title - Massive model and measure for brand management
Authors - Justin Paul
Description The goal of this article is to rethink the term "massive" (Mass Prestige) marketing,
create a massive model for brand management, and broaden the use of the Massive Mean Scale
(MMS). The study was based on data from 600 people in the United States, France, and India
who completed a structured questionnaire containing various factors/sources of brand equity
such as mass prestige, brand knowledge, and perceived quality. According to the findings, the
higher the brand's Massive Mean Index (MMI) value ("MMIV"), the higher potential customers'
top-of-mind brand awareness.
Outcome - The article emphasizes the importance of creating emotional connections with
consumers and balancing mass appeal, prestige, and high-quality products to create strong brand
equity for massive brands.

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Recommendation - Brand managers to consider implementing the proposed massive model for
their brand management strategy. The model's emphasis on balancing mass, class, and craft can
help brands create a strong brand equity and position themselves as massive brands.

Serial X
Title - Strategic Brand-Culture Fit: A conceptual framework for brand management

Authors – Saikeet Banjerjee

Description - Globe has become a small village from the point of view of communication and
market access, but till today country-specific culture plays a deciding role behind the success of
any marketer. To ignore country-specific culture and to move on the assumption of presence of
global culture may well offer a bumpy road to a brand marketer. A close match between country-
culture and brand-culture adds significantly to effectiveness of strategy execution. Marketers
face a tough time to integrate brand-culture in different countries of operation. This paper has
offered a conceptual framework to manage the integration of brand-culture with the culture of
the country of operation. A matrix framework is proposed for position identification and possible
branding strategies, which is applicable regardless of the type of product or service provided and
country of operation.
Outcome - The proposed matrix framework is applicable to any type of product or service and
can assist brand marketers in identifying their position and developing effective branding
strategies. Recommendation - Consider the proposed conceptual framework for managing the
integration of brand-culture with the culture of the country of operation. The matrix
framework provided in the article can be a useful tool for position identification and possible
branding strategies, regardless of the product or service provided and the country of operation.

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 CHAPTER: RESEARCH METHDOLOGY

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 CHAPTER 10: LEARNING FROM INTERNSHIP

 This training proved to be highly beneficial for me as it trained me for future.

 It increased my practical knowledge and well equipped me with all the methods
and knowledge.

 I learned to deal with people and control my patience level which is a very important
ingredient in the dish of life. I faced all kinds of people and learned to adopt myself in
different situation.

 The training was very useful in studying the services, client’s satisfaction, consumer
behavior, company culture which is vital for us as we are the future managers who will
lead the world.

 It made me polish my internal qualities such as competitiveness, team spirit, leadership,

confidence etc. I adopted good convincing skills and characteristics to work in different
environment

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 CHAPTER 11: LIMITATIONS
.

 Sometimes magazine, gifts, etc were out of stock so many suspects dropped the
subscription and Sometimes magazines do not reach on time.

 Data analytics has not performed on the customer data. The result of it, many customer
contacts were repeating several time.

 If magazines are not delivered then there is no money back plan for the 
customer client’s perception about Outlook magazine and brand loyalty.


 In comparison to India Today, Outlook lags in its distribution channel because India
Today delivers its magazines within 2 weeks from the date of subscription whereas
Outlook takes 4-6 weeks.

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 CHAPTER 12: SUGGESTIONS

 Company should be emphasis on more effective

advertisement.

 The most important task is that company should give its priority to coverage. If the company
could cover home towns, cities and villages then it will create their more magazines readers.

 The company should enhance its awareness among many people by mobile road shows
outdoor advertising in local and national newspapers as well as more type of ads on prime
time on television channels for different uses segments. So that many people may come to
know about the services of the magazines and can become a subscriber of the company.

 The policy or company should be simple and bring more transparency.

 The company should update marketing department in town offices for the benefit of the
subscribers as well for the Company should appoint some executives to make strong
relationships with customer.

 Follow Up is very crucial for any call and hence should be done very thoroughly by the sales
executive. As magazines is not a critical product for any organization and have to be pushed
for sales, hence if regular and thorough follow-up is not done, the client may soon lose
interest in the product and forget it. Hence, the sales executive should try and maintain a
relationship with the client and pursue him with great interest

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