SUMMER INTERNSHIP PROJECT (SIP)

“Customer Relationship Management on Outlook Traveller Magazine”

Submitted in partial fulfilment for the award of the degree of Post Graduate Diploma in
Management (PGDM) (AICTE)

Industry Mentor
MS DINAKAR

Industry

Outlook Publishing India Pvt . Ltd. New De

SUBMITTED BY
ASHISH SANJAY KOKANE
ROLL No. 128

UNDER THE GUIDANCE OF

PROF. ADIL NOOMANI

2022-2024
VES Business School

1
 CERTIFICATE

This is to certify that project titled “Customer Relationship Management on

Outlook Traveller Magazine” OF OUTLOOK” is successfully completed by
Mr. Ashish Sanjay Kokane, during the 1st year, in partially fulfilment of the PGDM
recognized by AICTE for the academic year 2022-2024 through VES Business School,
Mumbai.
This project work is original and not Submitted earlier for the award of any degree diploma or
associates of any other University/Institution.

Name – Ashish Sanjay Kokane

Roll no – 128

Date –

(Signature of the Faculty mentor)

2
 DECLARATION

I hereby declare that this project submitted by me to the VES Business School, 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 – Ashish Sanjay Kokane

Date –

(Signature of the Student)

3
 INDEX
Sr.no. Topics Page
no.
1 Executive Summary 6

2 Industry Analysis 7 to 8

2.1 Size of the industry 9 to10

2.2 Major players in the industry 11 to 13

2.3 Industry Financials 14

2.4 Challenges faced by the industry 15

2.5 Government regulations 16

3 About the company

3.1 Genesis of the company and its vision/mission 17

3.2 Products and Services 18 to 21

3.3 Position in the industry 22

3.4 Stakeholders detail 23

3.5 Locational and operational details 23

3.6 Company Financials 24

3.7 Challenges faced by the company 25

3.8 SWOT Analysis of the company 26

4
4 On the job training

4.1 Key results area 27

4.2 Target Assigned 27 to 28

4.3 Target Achieved 29

4.4 Technical/soft skills acquired 29

5 Results and recommendations (If applicable)

5.1 Results/Learning 30

5.2 Limitations and Future scope 30

5.3 Conclusion and Recommendations 31

5.4 References 31

6 Annexure (As required)

6.1 Exhibits 32

6.2 Questionnaires and forms 33 to 37

6.3 Statistical Output 38 to 45

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 1. EXECUTIVE SUMMARY

In today's highly competitive corporate sector, management interns face the challenge of thriving by putting
in immense effort and displaying a deep understanding of business operations. The two-month industrial
training, a crucial aspect of management programs, aims to provide students with a comprehensive grasp of
various industry operations. As a management intern at the OUTLOOK Group in Mumbai, I had the
opportunity to work in the subscription division, which proved to be an exceptionally professional and
educational experience, offering valuable insights into corporate work culture.

To begin my research, I conducted an initial analysis of the print media sector. Subsequently, my focus shifted
to understanding the market in relation to the OUTLOOK Group and its employed strategies through market
research. Examining the sales and marketing approaches of a market leader like OUTLOOK was of paramount
importance in this endeavour.

Throughout the internship, I was assigned different tasks at progressive levels. Initially, I managed the
database or software for the Knowledge Jockey Program. Afterward, I gained exposure to marketing and sales
activities, followed by the generation of B2B leads, culminating in advertising marketing efforts. The analysis
phase involved the use of structured questionnaires and unstructured interviews to gain valuable insights into
consumer behaviour and market dynamics. Based on the findings from the necessary analysis, fieldwork, and
research, the company was presented with a recommendation aligned with consumer behaviour.

Overall, my time at OUTLOOK Group provided me with practical experience and equipped me with the skills
and knowledge essential for excelling in the corporate world. I am grateful for the opportunity to have gained
a hands-on understanding of various aspects of business operations and corporate culture during this enriching
internship.

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 2. INDUSTRY ANALYSIS

Publication Industry
1 The publication industry has undergone significant transformations in recent years, largely driven by
digitalization and the rise of e-books. With the widespread adoption of e-readers, tablets, and smartphones,
digital books have become increasingly popular. E-books offer numerous advantages, including portability,
accessibility, and cost-effectiveness, leading to a notable increase in their market share. As a result, traditional
publishers have had to adapt to this digital shift, while independent authors have found new opportunities
through self-publishing platforms.
The introduction of the print-on-demand (POD) model has been a game-changer for publishers. This model
allows books to be produced in response to customer demand, eliminating the need for large print runs and
excessive inventory. POD has brought greater flexibility to the publishing process, enabling smaller publishers
and independent authors to compete more effectively in the market.
The growth of self-publishing platforms, such as Amazon's Kindle Direct Publishing (KDP), has empowered
authors to release their works without the need for traditional publishing contracts. While self-publishing has
democratized the publishing process, it has also led to a surge in the number of books being published,
resulting in a crowded market and making it challenging for individual authors to gain visibility.
In response to the digital revolution, the publishing industry has experienced consolidation through mergers
and acquisitions. Larger publishers sought to diversify their portfolios and gain access to new markets and
distribution channels.
Audiobooks and podcasts have emerged as significant trends, offering new revenue streams for publishers and
authors alike. The convenience of consuming books and content while on the move has appealed to a broader
audience.
Subscription-based models have gained traction, providing consumers with access to a vast library of e-books
and audiobooks for a monthly fee. Platforms like Kindle Unlimited and Audible's subscription service have
become popular choices for book enthusiasts.
However, the digital nature of books has made them susceptible to piracy and illegal distribution, posing
challenges for publishers and authors in protecting their intellectual property and revenue.
Books now face competition from various other forms of entertainment, such as streaming platforms, social
media, and video games. Publishers have had to embrace innovation and find creative ways to engage readers
amidst this fragmented consumer attention landscape.
Concerns about environmental sustainability have also prompted discussions within the publishing industry.
There is a growing focus on using sustainable materials and adopting eco-friendly practices in book production
to address environmental concerns.

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 E-COMMERCE AND PRINT MEDIA

Targeting end-users through print media can be costly, but eCommerce companies are finding creative ways
to overcome this challenge. Some online B2C fashion retailers, for example, produce magazines that
incorporate their catalogues and charge customers for them. On the other hand, B2B businesses typically have
a better understanding of their consumers, allowing for more customized advertising, which can result in lower
costs. Moreover, in a B2B setting, the revenue generated from acquiring a new client can be significantly
higher than for a B2C business, providing B2B companies with a better chance to recoup their printing
expenses. By employing newspaper and magazine marketing alongside catalogues, eCommerce businesses
are striving to solidify their presence in the minds of consumers.
To attract customers, increase sales, and remain competitive, e-commerce companies utilize various strategies:
User-Friendly Website: E-commerce companies prioritize building intuitive and user-friendly websites,
ensuring easy navigation, clear product descriptions, high-quality images, and a seamless checkout process
for an enhanced customer experience.
Search Engine Optimization (SEO): Investing in SEO is crucial for e-commerce companies as it improves
their website's visibility on search engines like Google. By optimizing product pages and content, they aim to
rank higher in search results and drive organic traffic to their site.
Online Advertising: Paid online advertising, such as Google Ads and social media ads, plays a significant role
in helping e-commerce companies reach their target audience and direct traffic to their website. Strategies like
pay-per-click (PPC) campaigns and sponsored posts are commonly used to attract potential customers.
Social Media Marketing: Leveraging social media platforms, e-commerce companies engage with their
audience, build brand awareness, and promote their products. Organic posts, influencer marketing, and social
media advertising are utilized to reach a wider audience.
Content Marketing: E-commerce companies create valuable and relevant content, such as blog posts, product
guides, and videos, as part of their content marketing strategy. This approach establishes the company as an
industry authority and builds trust with consumers.
Email Marketing: Staying connected with their customer base, e-commerce companies employ email
marketing to send personalized offers, promotions, product updates, and newsletters. This strategy helps to
engage customers and encourage repeat purchases.
Discounts and Promotions: Offering discounts, coupons, and limited-time promotions can drive sales and
foster customer loyalty. Flash sales, holiday discounts, and referral programs are common tactics used by e-
commerce companies

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 2.1 SIZE OF THE INDUSTRY
India boasts a considerable number of publications, with around 49,000 in total, generating an annual revenue
of approximately $1.1 billion. Magazines primarily derive their revenue from subscriptions, individual copy
sales, and advertisements. The circulation contributes to 27 percent of sales, while advertising accounts for
the remaining 73 percent.
The screen printing market in India is vibrant and diverse, akin to the nation itself. With a history of 40 to 45
years, this industry has left its mark on numerous sectors, including textiles, ceramics, industrial goods, CDs,
POPs, advertising, and digital products. Despite India's vast size and population, the printing industry is
relatively young and not as extensive, serving as a crucial supporting industry for various other sectors.
Estimates suggest that there are approximately 65,000 to 100,000 printers engaged in the screen printing
business in India.
According to Price Waterhouse Coopers (PWC), print magazine advertising revenues in India reached 128
billion rupees ($2.4 billion) in 2009–10, comprising 48% of the total media advertising income in the country.
TV advertisements accounted for 31% of the advertising revenue. The growth in middle-class earnings,
attributed to India's average annual economic growth rate of 8.75 percent over the past four years, has driven
an increased demand for specialized periodicals focusing on health, leisure, and finances.
To keep readers' costs as low as possible, print publications heavily rely on Magazine Sales, which contribute
to 77 percent of their funding, along with advertisements. The goal is to reduce readers' investments with each
subsequent issue until they eventually become negligible. However, competition for the limited advertisement
space, typically around 5 percent of the magazine's content, is fierce, leading to higher costs per page.

9
 READERSHIP SURVEY
To estimate a publication's readership, there are two basic sources of information:
• Indian Readers Survey IRS
• National Readers Survey – NRS

IRS- 2019
Recent survey results indicate that print media remains a highly reliable source of information for a majority
of consumers, making it a powerful platform for businesses and marketers.
During the epidemic, the time spent reading newspapers witnessed a significant increase, particularly among
frequent readers aged between 41 and 50 years. This trend showcased a rising demand for newspaper
content, extending beyond just news articles. People continue to find value in reading newspapers to
broaden their knowledge, stay informed about current events, and enhance their language skills. Articles on
science and technology, international affairs, and health are among the most popular and widely read
categories, following general news.
Even digital giants like Google and Facebook have recently turned to print media campaigns to establish
credibility and trust.
The study conducted used stratified random sampling from YouGov's proprietary panel, which consists of
200,000 active panellists in India aged between 21 and 50, encompassing both male and female participants
with active subscriptions to at least one daily newspaper. These participants are spread across 14 major
cities. Interestingly, nearly 60% of readers in the south rely on print as a primary source of information,
whereas only about 33% of readers in the west read newspapers for local news.

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 2.2. MAJOR PLAYERS IN THE INDUSTRY

A. India Today Magazine - Living Media India Ltd

India Today, a magazine published by Living Media India Ltd, a subsidiary of the India Today Group, holds
a significant position as one of India's most prominent and extensively read publications. Its content spans a
wide array of subjects, such as politics, current affairs, business, entertainment, sports, lifestyle, and more.
The magazine's reputation lies in its comprehensive and analytical reporting, along with its high-quality
journalism, including insightful opinion pieces.

B. Forbes India Magazine - Digital18 Media Ltd

Forbes India, a renowned business magazine in India, is published by Digital18 Media Ltd, a subsidiary of
Network18 Media & Investments Ltd. This magazine is dedicated to covering a wide spectrum of topics,
including business, economy, finance, entrepreneurship, and various facets of the corporate landscape. Its
readership encompasses business professionals, entrepreneurs, investors, and policymakers, making it a
valuable resource for a diverse audience.

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C. Pratiyogita Darpan Magazine - Upkar Prakashan
Pratiyogita Darpan holds significant popularity in India as a magazine tailored to students and aspirants
preparing for competitive exams. Upkar Prakashan, a renowned publishing house focusing on educational and
competitive exam-related content, is responsible for its publication. This magazine offers comprehensive and
up-to-date information on a wide range of competitive exams, including civil services, banking, railways, SSC
(Staff Selection Commission), and various other government job examinations. It serves as a valuable resource
for those seeking success in their exam endeavors.

D. The Week Magazine - Malayala Manorama Co. Ltd

The Week, a highly regarded news magazine in India, is published by Malayala Manorama Co. Ltd., a
prominent media conglomerate in the country. As one of its flagship publications, The Week enjoys
widespread readership and respect. This magazine's content spans a diverse range of subjects, including news,
current affairs, politics, business, culture, and entertainment. It prides itself on delivering insightful and well-
balanced reporting, making it a valuable source of information for its readers.

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 E. Car India Magazine - Next Gen Publication

Car India is a renowned automotive magazine in India, published by Next Gen Publication. It caters to a wide
audience of automobile enthusiasts, car buyers, and industry professionals. The magazine's primary focus lies
in providing comprehensive coverage of cars, motorcycles, and other automotive vehicles. Car India delivers
in-depth reviews, road tests, comparisons, and the latest news and updates from the dynamic world of
automobiles. Its content is tailored to keep readers well-informed and engaged with the ever-evolving
automotive industry.

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 2.3 INDUSTRY FINANCIALS / DEVELOPMENTS

Outlook Publishing (India) Private Limited's financial report for the fiscal year that ends on March 31, 2021:

The annual operational revenues for Outlook Publishing (India) Private Limited fall within the range of INR
1 billion to INR 100 billion.
The net worth of the company has shown a positive improvement of 6.04%.
The company's EBITDA has experienced a significant growth of 51.69% compared to the previous year.
Total assets of the company have declined by approximately -25.70%.
The company's liabilities have reduced by approximately -8.94% during this period.
Registered Details - Outlook Publishing (India) Private Limited

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 2.4 CHALLENGES FACED BY THE PUBLICATION INDUSTRY

The publishing industry is experiencing a significant shift from traditional print to digital formats,
necessitating adjustments to business models to accommodate online platforms, e-books, audiobooks, and
other digital content. This transformation presents opportunities and challenges related to revenue generation,
content distribution, and copyright protection.
Print sales have witnessed a decline due to the increasing popularity of digital media. This has impacted
traditional publishing houses, bookstores, and print magazines, compelling them to reconsider their strategies
to remain relevant and profitable.
The ease of sharing digital content online has led to widespread piracy and copyright infringement.
Safeguarding intellectual property and ensuring fair compensation for creators have become prominent
concerns for the publication industry.
Self-publishing platforms and independent authors have intensified competition. The vast availability of self-
published content has made it challenging for traditional publishers to differentiate themselves and maintain
their market share.
Changing reading habits, characterized by shorter attention spans and a preference for multimedia formats,
necessitate publishers to adapt and find innovative ways to engage readers.
Discoverability has emerged as a major challenge with the abundance of online content. Effective marketing
and distribution strategies are vital to gain attention amidst the noise.
Monetization in the digital age remains a challenge for publishers. Approaches like advertising, subscription
models, and paywalls are used, but striking the right balance between accessibility and profitability requires
careful consideration.
The industry has witnessed significant consolidation, with large mergers and acquisitions leading to fewer
major publishing houses. This consolidation may impact diversity in the market and potentially limit the range
of voices and perspectives available to readers.
The proliferation of online content has led to an increase in misinformation and fake news. Maintaining
credibility and trustworthiness is a challenge for publishers in an era where misinformation can spread rapidly.
Global publishers face regulatory challenges as different countries have varying regulations concerning
content distribution and censorship. Navigating legal complexities and complying with regional requirements
poses difficulties in the international market.

15
 2.5 GOVERNMENT REGULATION

The field of publication law, encompassing books, magazines, newspapers, and their digital counterparts, is
an intriguing area of legal exploration. While the fundamental principles of publication remain steady, it
continuously evolves with the changing times. This aspect reflects both the technical advancements and the
profound currents in our literary culture, creating a complex and nuanced legal landscape in the realm of
publishing.
One essential aspect of publication law is its connection to various legal issues such as defamation, contempt
of court, and more. These form the core of the publication field, making it a multifaceted subject of legal
inquiry.
At the heart of this complexity lies copyright law, which grants legal protection to literary works such as
books, articles, blog posts, etc. Copyright safeguards against unauthorized use or reproduction of copyrighted
works without the owner's permission.
Copyright protection ensures the financial value of literary works, and their effective exploitation is facilitated
through contractual agreements. The rights to copy and publish works can be negotiated and transferred
through contracts, making them vital in the publishing industry.
Two significant types of transactions in publishing are assignments and licenses. Assignments involve the
transfer of ownership of copyright, whereas licenses grant specific rights without transferring ownership. The
choice between assignment and license depends on the nature of the publication.
It is essential for all publication agreements to be documented in writing. While English laws may recognize
unwritten contracts, having a written agreement is advisable. Well-drafted written contracts serve as the best
evidence, minimize the risk of disputes, and help manage conflicts, which is crucial for the success of a
publishing venture.
Publication agreements often include provisions related to payment, royalties, and advances for authors.
Royalties may be preceded by advance payments, which need to be earned before regular royalty payments
commence. Contracts involving the transfer of copyright are distinct from those granting specific rights, and
they may involve different payment arrangements.
Publishers usually require authors to provide various guarantees about their work, such as ensuring it has not
been previously published and that it does not infringe on any third-party copyrights. Many of these guarantees
aim to address content responsibility, as publishers may face legal consequences if the published work is
problematic.
Publishing businesses can be risky endeavors, and they are seldom involved in litigation. The costs associated
with legal actions and the reluctance of authors to engage in written contracts make individual lawsuits less
appealing.
Overall, the publication law is a dynamic and intricate field that mirrors the ever-changing landscape of
literature and technology. Understanding its complexities and navigating it through well-drafted contracts is
essential for a successful and legally compliant publishing enterprise.

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 3. ABOUT THE COMPANY

3.1 GENESIS OF THE COMPANY AND ITS VISION/MISSION

THE OUTLOOK GROUP

Genesis of Outlook:
Outlook, an Indian weekly news magazine founded in 1995 by renowned journalist and editor Vinod Mehta,
delivers comprehensive coverage in English on diverse subjects such as politics, current affairs, business,
sports, entertainment, and more.
At its inception, Outlook sought to offer a unique outlook on national and global news, setting itself apart
through its in-depth investigative reporting, insightful analysis, and impartial approach to addressing various
issues.
Vision/Mission of Outlook:
Outlook envisioned establishing itself as a leading and reliable news and information source in India, earning
the trust of its readers through accurate, unbiased, and well-researched journalism.
The mission of Outlook revolved around delving deep into significant stories, going beyond mere reporting
to provide comprehensive coverage. It aimed to foster informed debates, discussions, and analysis, upholding
strong journalistic principles and ethics.
Additionally, Outlook strived to cater to a diverse audience, offering extensive coverage on a wide array of
topics ranging from politics and economics to culture and lifestyle. By presenting a holistic view of India and
the world, the magazine aimed to keep its readers well-informed and engaged in the issues that hold
importance.
Over time, Outlook successfully evolved into one of India's prominent news magazines, maintaining its
reputation as a highly respected publication within the country's media landscape.

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 3.2 PRODUCTS AND SERVICES
The company's publication portfolio comprises Outlook English, Outlook Money, Outlook Business, Outlook
Traveller, and Outlook Hindi. In addition to their print versions, they have extended their digital presence by
offering these titles online.
Their digital platforms include:
www.outlookindia.com
www.outlookhindi.com
www.outlookbusiness.com
www.outlookmoney.com
www.outlooktraveller.com
www.responsibletourismindia.com
Through this digital expansion, the company aims to provide its readers with accessible and engaging content
across various subjects and languages.

OUTLOOK GROUP :

Outlook Publishing (India) Pvt. Ltd. commenced its operations in 1995 as a division of Hathway Investments
Private Limited, introducing 'Outlook,' a current affairs news magazine. In 2003, the division underwent
demerger to become a separate entity, Outlook Publishing (India) Pvt. Ltd.

The Founder Editor-in-Chief of Outlook Magazine was the esteemed journalist Vinod Mehta, who remained
associated with the group until 2012. Some of his notable works include the collection of articles titled 'Mr
Editor, How Close Are You to the PM?' published in 2001 and the acclaimed memoir, 'Lucknow Boy,'
published in 2011. Unfortunately, Vinod Mehta passed away on 8 March 2015 in New Delhi due to multi-
organ failure after a prolonged illness.

The company's diverse publication portfolio comprises Outlook English, Outlook Money, Outlook Business,
Outlook Traveller, and Outlook Hindi.

Outlook, launched in 1995, stands as India's most credible current affairs and news magazine, renowned for
its bold and assertive reporting that fearlessly raises questions others might shy away from asking. The
magazine has redefined the presentation of news and general interest topics in India, being comprehensive,
concise, investigative, and daring in its approach. It covers a wide spectrum of subjects, including current
affairs, socio-economic issues, politics, lifestyle, entertainment, sports, and international features, among
others. With a readership of over 1.78 million discerning individuals nationwide, Outlook has earned
numerous accolades, including the esteemed "International Press Institute" Award for Excellence in
Journalism.

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Outlook Business:

Outlook Business is a compelling and thought-provoking business magazine that offers an insightful and in-
depth perspective, adopting a holistic approach. Designed for decision-makers, it encourages readers to think
beyond and stay ahead in the business world.

The magazine focuses on significant business issues and developments, providing clear takeaways and
examining their impact and implications for decision-making. Its comprehensive approach ensures a thorough
examination of all factors influencing businesses, including economic, political, regulatory, and market-driven
aspects. The content is enriched by views from industry experts, complementing the magazine's strong
analytical in-house features and offering a well-balanced blend of perspectives, insights, and valuable
information.

Recognizing the global nature of today's markets, Outlook Business incorporates a global perspective into its
content, considering it a vital input. The magazine also emphasizes the importance of venture capital, hedge
funds, and private equity, acknowledging their role as significant drivers in the dynamic and interconnected
global economic landscape.

Outlook Money :

Outlook Money, recognized as India's leading personal finance magazine, offers thorough analysis and
valuable guidance on effective investment strategies, prudent borrowing practices, and intelligent spending
habits. The current economic landscape presents significant challenges, leading to widespread market
speculation.

While some experts caution against entering the equity market due to the perceived distance from recovery, a
common piece of advice emerges: success in the equity markets often comes from being cautious when others
act recklessly and taking calculated risks when others are fearful. Long-term returns tend to be more

19
favourable when assets are purchased at reasonable prices, sometimes even during crisis levels. In light of this
situation, it becomes crucial to re evaluate fundamental financial principles and strategies.

Outlook Traveller :

Outlook Traveller is a monthly magazine published by Outlook Publishing India Pvt. Ltd. It stands as the
prominent magazine catered specifically to travel enthusiasts. Since June 2001, each month, OT has been
captivating readers by showcasing the marvels of unexplored destinations, while also inspiring them to
rediscover familiar places. Whether individuals are in the process of planning a vacation or simply indulging
in wanderlust dreams, Outlook Traveller consistently brings them closer to their travel aspirations.

Outlook Hindi:

Outlook Hindi is a captivating magazine that predominantly attracts modern and progressive readers. It serves
as a comprehensive fortnightly publication, catering to well-informed and socially concerned citizens, cultured
individuals, conscious consumers, sensitive human beings, and sensible families. The magazine extensively
covers a wide array of topics, spanning from politics, policy, economy, and society to international affairs,
literature, culture, personal finance, films, travel, spiritualism, and family and relationships..
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1) OUTLOOK WEEKLY Delivered on Saturdays
2) TRAVELLER MONTHLY One of best seller for past 8 Quarters
3) MONEY MONTHLY Best Money Magazine in India
4) BUSSINESS MONTHLY Best Business Magazine with Best Statistical

Analysis
5) HINDI FORTNIGHTLY Only Hindi magazine covering all the content at
economic price

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 3.3 POSITION IN THE INDUSTRY

Outlook is a general interest news magazine published in India on a weekly basis, in both English and Hindi.
It was first introduced in October 1995, with Vinod Mehta serving as the editor-in-chief. The magazine is
under the ownership of the Rajan Raheja Group, and its publisher is Outlook Publishing (India) Pvt. Limited.

Outlook positions itself as more than just a news magazine, offering a comprehensive coverage of various
topics. Additionally, there is Outlook Money, India's leading personal finance magazine, which provides in-
depth analysis and expert advice on investment, borrowing, and smart spending.

The number of Outlook Magazine's Facebook followers has grown to an impressive 1.2 million, indicating a
substantial online readership.

Regarding the company's financials, Outlook Publishing (India) Pvt. Limited has an authorized share capital
of Rs 13,24,99,99,40.

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 3.4 STAKEHOLDERS DETAIL

PRESIDENT INDRANIL ROY

VICE PRESIDENT VIDHYA MENON
GENERAL MANAGERS ROHIL GOYAL
DEPUTY GENERAL MANAGER MANISH MISHRA
NATIONAL HEAD VIPUL JAIN
REGIONAL MANAGERS ANAND SHIRALI, AROKIA RAJ
SENIOR MANAGERS B.S JOHAR, KABIR KHATTAR
ASSOCIATE MANAGERS BOBBY MATHEWS

ASSISTANT EDITORS NAMRATA JOSHI

BOOK’S EDITORS SHEELA REDDY
BUREAU CHIEF SABA NAQVI BHAUMIK
BUSINESS EDITOR SUNIT ARORA
CORRESPONDANT HIMANSHU KAKKAR
DEPUTY FOREIGN EDITORS SEEEMA SIROHI
EDITORS IN CHIEF CHINKI SINHA
EXECUTIVE EDITORS BISHWADEEP MOITRA
FEATURE EDITORS NANDINI MEHTA
FOREIGN EDITORS AJAY ASHRAF
PRESIDENT AND PUBLISHERS MAHESHWAR PERI
POLITICAL EDITORS SMITA GUPTA
SENIOR EDITORS AJITH PILLAI, ANJALI PURI
SENIOR SPECIAL CORRESPONDANT ANURADHA RAMAN
SPECIAL CORRESPONDANT SAIKAT DATTA, NIVEDITA

3.5 LOCATION AND OPERATIONAL DETAILS

HEAD OFFICE

AB-10, S.J. Enclave, New Delhi - 110 029 Tel: 26191421; Fax: 26191420

E-mail: outlook@outlookindia.com

BANGALORE OFFICE

407, Regency Enclave, 4, Magrath Road, Bangalore – 560025 Tel: 2558 2806/07; Fax:

25582810

OTHER OFFICES: Mumbai, Kolkata, Chennai, Hyderabad

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 3.6 COMPANY FINANCIAL

Outlook Publishing (India) Private Limited is a privately held company incorporated on 23 April 1992 in
Mumbai, Maharashtra. It operates as a private limited company with an authorized share capital of INR
132.50 crore and a total paid-up capital of INR 101.13 crore.
For the financial year ending on 31 March 2022, the company reported operating revenues within the range
of INR 1 crore to 100 crore. During this period, its EBITDA (Earnings Before Interest, Taxes, Depreciation,
and Amortization) showed a significant increase of 110.40% compared to the previous year. Additionally,
the company's book net worth experienced a growth of 1.66%.
Operating Revenue: Outlook Publishing (India) reported operating revenues in the range of INR 1 crore to
100 crore for the financial year ending on 31 March 2022.

1. EBITDA: The company's EBITDA (Earnings Before Interest, Taxes, Depreciation, and
Amortization) increased by 110.40% over the previous year

2. Net Worth: Outlook Publishing (India) saw an increase of 1.66% in its net worth.

3. Debt/Equity Ratio: The company's debt/equity ratio stands at -0.85.

4. Return on Equity: Not available (N/A).

5. Total Asset: The total asset showed a decline of -2.20%.

6. Fixed Asset: The company's fixed assets decreased by -7.35%.

7. Current Asset: Current assets experienced a decrease of -0.65%.

8. Current Liabilities: The company's current liabilities decreased by -0.37%.

9. Trade Receivables: Trade receivables decreased by -5.20%.

10. Trade Payables: Trade payables decreased by -21.17%.

11. Current Ratio: The current ratio is 0.11, indicating a challenging liquidity position for the company.

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 3.7 CHALLENGES FACED BY THE COMPANY

Outlook Publishing (India) Private Limited is encountering various challenges based on the financial data
provided:
1. Liquidity Constraints: The company is facing liquidity challenges as evidenced by its low current
ratio of 0.11, indicating that its current assets may not be sufficient to cover short-term liabilities.

2. Financial Risk: The negative debt/equity ratio of -0.85 suggests a higher level of financial risk,
indicating that the company's liabilities outweigh its shareholder's equity.

3. Declining Asset Base: The negative percentage changes in total assets (-2.20%) and fixed assets (-
7.35%) indicate a decrease in the company's asset base, which could impact its ability to generate
revenue and growth opportunities.

4. Credit Management Issues: The significant decrease in trade receivables (-5.20%) and trade payables
(-21.17%) suggests challenges in managing credit terms with customers and suppliers. This may put
strain on cash flow management and supplier relationships.

5. Uncertain Profitability: The absence of available data for return on equity (ROE) indicates
uncertainties surrounding the company's profitability and its ability to generate returns for its
shareholders.

6. Revenue Volatility: The wide range of operating revenues (INR 1 crore to 100 crore) points to
revenue generation inconsistencies, making it difficult to predict and plan for the company's financial
performance.

7. External Factors: The company may face challenges due to changes in economic conditions, industry
competition, and market trends, which could impact its growth and overall profitability.
It's important to consider that the provided financial data offers a limited perspective and a comprehensive
analysis of the company's operations, market dynamics, and strategic decisions would be necessary to fully
understand the challenges faced by Outlook Publishing (India) Private Limited.

25
 3.8 SWOT ANALYSIS OF OUTLOOK

A SWOT analysis is a strategic planning tool employed by businesses to evaluate their internal Strengths and
Weaknesses, as well as external Opportunities and Threats. Here's a brief overview of each element:
Strengths: These represent the company's internal advantages and resources that contribute to its competitive
edge. Examples include a strong brand reputation, diverse product range, skilled workforce, and efficient
production processes.

Weaknesses: These internal factors denote the company's vulnerabilities or areas where it may fall behind its
competitors. Weaknesses could involve outdated technology, high production costs, weak financial position,
or a lack of innovation.

Opportunities: External factors that the company can leverage to foster growth or enhance performance are
categorized as opportunities. These may arise from market changes, emerging technologies, or favorable
economic conditions.

Threats: External factors that pose risks to the company's success and profitability are classified as threats.
Threats may encompass intense competition, shifting consumer preferences, economic downturns, or
regulatory hurdles.

26
 4. ON THE JOB TRAINING

4.1 KEY RESULT AREAS:

KNOWLEDGE JOCKEY:
Knowledge Jockey is responsible for monitoring the lead generation and sales conversion processes. It keeps
a record of both successful and unsuccessful conversions, providing valuable insights. To streamline the
process, it is automated using Gemstone's CRM software, which also sends automated emails to prospects in
case of subscription failure. All interns and managers at Outlook have their own Knowledge Jockey Accounts,
which contain detailed information about their work and sales performance. This account also calculates the
incentives earned by employees based on their sales. The software proves to be highly beneficial for
employees as it meticulously tracks all their actions and activities.

4.2 TASK ASSIGNED BY OUTLOOK

I began my internship on May 2nd, 2023, and on the first day, we were granted access to the Knowledge
Jockey account. We created our code or link through which we would conduct sales.
During the orientation, we received a comprehensive explanation of what the internship would entail and the
responsibilities we were expected to fulfill throughout its duration. The initial focus was on the sales task, and
we were given an overview of each publication, including their respective target audiences.
We were also briefed on the product we would be selling, highlighting its benefits. Multiple pitches and
approaches were taught to us, emphasizing the advantages potential customers would gain by working with
the interns. The promotional initiatives of Outlook and how it stands apart from its competitors were also
explained to us during this training period.

TASK 1: PRODUCT LEARNING AND CUSTOMER ACQUSITION

During the 28-day duration of this task, the evaluation weightage will be 60%. The performance metrics will
be based on achieving learning objectives, which include the following:
1. Application of STP (Segmentation, Targeting, Positioning) concepts learned in the class through
practical tests.

2. Development of convincing and effective communication skills.

3. Gaining practical experience in implementing Sales Funnel Strategy, from lead generation to
conversion.

4. Understanding the importance of patience in the sales process.

5. Cultivating a target-oriented approach to achieve sales objective.

27
TASK 2 : CUSTOMER RELATIONSHIP MANAGEMENT.
This internship opportunity involves combining the business's telemarketing and digital aspects, providing
you with an opportunity to acquire knowledge and understanding of how businesses can be enhanced online.
It also offers a chance to practice and develop your leadership skills. During this internship, you will have the
opportunity to learn about consumer behaviour as well.

TASK 3: B2B MARKETING

B2B marketing within an Outlook group center on magazines revolves around promoting and connecting with
businesses operating in the magazine publishing industry. This group serves as a valuable platform for
publishers, distributors, and other magazine-related enterprises to engage, exchange industry insights, and
seek potential partnerships. It offers opportunities for networking, knowledge sharing, and exploring
collaborative endeavours within the magazine sector.

TASK 4: MARKETING ANALYTICS

Outlook group focused on magazines, marketing analytics refers to the practice of utilizing data and analytics
to assess and understand the impact of marketing activities within the magazine publishing industry. This
approach empowers businesses to make informed decisions based on data, fine-tune their marketing strategies,
28
and enhance overall performance. By harnessing marketing analytics within this setting, companies can gain
valuable insights, improve their marketing tactics, and achieve better results in the competitive magazine
publishing landscape.

4.3 TARGET ACHIEVED

The company has been given the target from 7000 to 35000 Rupees, they expect that interns should achieve
minimum 2000 Rupees and learn to how to approach the customers and sell the product but I was able achieve
only 1000 Rupees only. I try my best to complete my target but I achieve only 1000 Rupees

4.4 TECHNICAL/SOFT SKILLS ACQUIRED

Throughout the internship period, I had the opportunity to develop various technical and soft skills, which
proved to be valuable for my professional growth. These skills include:

1. Communication: Improving both written and verbal communication skills through collaboration with
team members and stakeholders.

2. Problem-solving: Enhancing critical thinking abilities to tackle technical challenges and find effective
solutions.

3. Time management: Learning to prioritize tasks and efficiently manage time in a professional setting.

4. Teamwork: Working collaboratively as part of a team and actively contributing to group projects.

5. Adaptability: Successfully adapting to new technologies, tools, and work environments during the
internship.

6. Initiative: Taking the initiative to go beyond assigned tasks, showing eagerness to embrace new
challenges and learning opportunities.

7. Professionalism: Understanding workplace etiquette and maintaining a professional demeanor at all

times.

8. Client Engagement: Mastering relationship-building techniques to prioritize customer satisfaction and

position oneself as a reliable business partner.

9. Sales Presentations / Demos: Gaining experience in delivering compelling sales presentations to

potential customers, highlighting the features, benefits, and value of products or services.

29
 5. RESULT AND RECOMMENDATION
5.1 RESULT / LEARNING:

This summer internship training has proven to be immensely beneficial to me as it equips me with essential
skills for my future career. It has not only enhanced my practical knowledge but also provided me with a
comprehensive understanding of various methods and concepts. Moreover, I have learned valuable
interpersonal skills and developed patience, which is crucial for personal growth.

Throughout the training, I had the opportunity to interact with diverse individuals and adapt to different
situations, which has been instrumental in my understanding of service, customer satisfaction, consumer
behaviour, and company culture. As future managers, this knowledge is indispensable for leading the world
effectively.

The internship has allowed me to refine both my internal and external qualities, including traits like
competitiveness, teamwork, leadership, and self-confidence. Additionally, I have cultivated persuasive
abilities, adapting them to various contexts and situations. Overall, this experience has been transformative
and will undoubtedly contribute to my success in the future.

5.2 LIMITATION AND FUTURE SCOPE:

Many of the ten customers who requested updates did not have positive experiences similar to previous
clients. Delays were common due to challenging transportation and unfavourable weather conditions,
causing disruptions in projects. Sometimes, magazines and gifts were of concern as they were not
consistently delivered on time.

Due to these issues, many customers felt dissatisfied and decided to cancel their subscriptions. The
lack of recognition and loyalty from customers suggests that the new journals or content in the Outlook
group may not be engaging or appealing enough.

Currently, India promises to deliver its magazine within two weeks of subscription, but international
associations and companies observe longer delivery times, spanning around 46 weeks.

Understanding these aspects of the business is essential for future growth and development. It provides
valuable insights into marketing conditions and emerging trends in the market, which will be beneficial
in the near future. Moreover, it enables the improvement of trust and business communication skills,
which are crucial for success in future endeavours.

30
 5.3. CONCLUSION AND RECOMMENDATION

Non-subscription services are not aggressively marketed, but they are highly persuasive and offer significant
growth opportunities. However, consumer awareness of these services is relatively low. The gifting process
is more event-oriented, allowing the sender to select recipients freely.

Moreover, there is a large potential for attracting additional subscribers to the Outlook group by offering cost-
effective premiums. These incentives not only enhance the appeal of the service but also streamline the
subscription process, resulting in increased efficiency and sales.

Outlook's customer relationship management prioritizes client satisfaction. They promptly address customer
queries and concerns. However, the CRM faces a challenge in determining whether the subscription has
reached the customer or not, as there is no feedback from non-complaining customers who may have stopped
receiving their requested editions or gifts.

5.4 REFERENCES

https://www.outlookindia.com/about-us

https://www.tofler.in/outlook-publishing-india-private-
limited/company/U67120MH1992PTC066495

https://www.outlookindia.com/business

https://www.outlookmoney.com/

Books
Marketing Management by Philip Kotler
Outlook Group Magazines

31
 6.ANNEXURE

6.1

OUTLOOK SUBSCRIPTION PROPORSAL

Dear Sir/Madam,

I am Ashish Kokane, a 1st-year MBA student from Vivekananda Business School Mumbai. Currently,
I am undertaking a summer internship as a marketing intern at Outlook Publishing India Pvt Ltd.
Outlook is renowned as one of India's most credible print industries. Their diverse publication portfolio
includes Outlook India, Outlook Hindi, Outlook Traveller, Outlook Business, and Outlook Money.
These magazines are available in both physical and digital (online) formats.

If you have a passion for reading and enjoy exploring new topics, these magazines would be a perfect
fit for you. Currently, we are running some exciting offers and discounts on subscriptions for all the
magazines.

If you are interested in subscribing to any of these magazines and availing of the attractive discounts,
please let me know. I will be more than happy to provide you with all the details regarding
subscriptions and the available offers.

Thank you for your time and consideration.

Best regards,
Ashish Kokane

32
 6.2 QUESTIONNAIIRES AND FORMS

NPS SURVEY (OUTLOOK BRAND AND IT’S TWO COMPETITORS)

Gender *
Male
Female

Age *
15-25
25-35
35-55
55-60
Above 60

1. How satisfied are you with the quality of content in outlook group magazines?*
Very satisfied
1
2
3
4
5
6
7
8
9
10
Very unsatisfied

2. How likely are you to continue reading outlook Group magazines in the future?*
Very Likely
1
2
3
4
5
6
7
8
9
10
Very Unlikely

33
 3. How likely are you to recommend specific outlook group magazines to others?*
Very likely
1
2
3
4
5
6
7
8
9
10
Very Unlikely

4. How likely are you to subscribe to additional magazines from Outlook Group?*
Very Likely
1
2
3
4
5
6
7
8
9
10
Very Unlikely

5. What is the primary reason for your score above?*

6. How satisfied are you with the quality of content in India today group magazines or The
Week?*
Very Satisfied
1
2
3
4
5
6
7
8
9
34
10
Very Unsatisfied

7. How likely are you to recommend India Today Group or The Week Magazines to a friends
and colleagues?*
Very Likely
1
2
3
4
5
6
7
8
9
10
Very Unlikely

8. What is the primary reason for your score above?*

9. How Satisfied are you with the editorial integrity and credibility of India Today Group or The
Week Magazines?*
Very Satisfied
1
2
3
4
5
6
7
8
9
10
Very Unsatisfied

10. How well does India Today Group or The Week engage with its readers through interactive
features and community-Building initiatives? *
Definitely Well
1
2
3
4
5
35
6
7
8
9
10
Definitely Not Well

11. How likely are you to recommend specific India Today Group Magazines or The Week to
others ?*
Very Likely
1
2
3
4
5
6
7
8
9
10
Very Unlikely

12. What is the primary reason for your score above?*

13. How likely are you to continue reading India Today Group magazines or The Week in the
future? *
Very Likely
1
2
3
4
5
6
7
8
9
10
Very Unlikely

14. How well do India Today Group or The Week magazines cater to your interests and
preferences?*
Definitely Well
36
1
2
3
4
5
6
7
8
9
10
Definitely Not Well

15. How Would you rate the design and layout of India Today Group Magazines or The Week?
Very Satisfied
1
2
3
4
5
6
7
8
9
10
Very Unsatisfied

37
6.3 STATISTICAL OUTPUT

38
39
What is the primary reason for your score above? 15 responses
Knowledge about company
It's good
This is very helpful
Yes
.
6
100
I like their content.
Magazine is good

40
What is the primary reason for your score above? 15 responses
Knowledge about company
It's good
This is very helpful
Yes
.
7
100
The content of magazine.
Magazine is good
Content

41
42
What is the primary reason for your score above? 15 responses
Content
Knowledge about company
It's good
This is very helpful
Yes
.
6
10
Magazine is good

43
44
45